Improving the Instagram presence of Aitoleipä Oy
Hakkarainen, Iida (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024053119205
https://urn.fi/URN:NBN:fi:amk-2024053119205
Tiivistelmä
Marketing as a business operation has been significantly altered by the introduction of social media platforms. Instagram has become a popular marketing tool amongst companies to connect with their target audience and reach various business goals. As the application is constantly evolving, becoming ever more intricate in its features, companies face the challenge of staying up to date and therefore, relevant amongst competitors. The objective of the thesis is to research and implement ways in which the Aitoleipä Oy Instagram presence can be improved. The purpose of the thesis work is to plan and maintain a consistent Instagram post schedule and create engaging content through various features found on the platform to improve the company’s Instagram presence.
The author conducted an extensive review on the most recent strategies for increasing consumer engagement and account growth which acted as the theoretical framework to establish what posting methods can be used by the commissioning company. A benchmarking analysis was conducted of Aitoleipä Oy’s own Instagram performance and that of two competing restaurants operating in the Pirkanmaa area. Data from the benchmarking analysis provided insights into the posting frequency and content strategies of competitors and Aitoleipä Oy’s Instagram insights were used to analyse what content types received high engagement rates. A trial period was held during which the author managed the commissioners Instagram account, testing the best practices for increasing engagement and follower growth.
The results of the thesis found that utilizing various features within the app whilst maintaining a consistent post schedule had a positive effect on overall account performance. Practical recommendations are given for utilizing the social media platform with a focus on efficiently and ease. The Instagram account was improved to provide current information through functional updates. The new posts created added value to the profile through thoughtfully curated visual and written contents that are cohesive with the company’s brand identity.
The author conducted an extensive review on the most recent strategies for increasing consumer engagement and account growth which acted as the theoretical framework to establish what posting methods can be used by the commissioning company. A benchmarking analysis was conducted of Aitoleipä Oy’s own Instagram performance and that of two competing restaurants operating in the Pirkanmaa area. Data from the benchmarking analysis provided insights into the posting frequency and content strategies of competitors and Aitoleipä Oy’s Instagram insights were used to analyse what content types received high engagement rates. A trial period was held during which the author managed the commissioners Instagram account, testing the best practices for increasing engagement and follower growth.
The results of the thesis found that utilizing various features within the app whilst maintaining a consistent post schedule had a positive effect on overall account performance. Practical recommendations are given for utilizing the social media platform with a focus on efficiently and ease. The Instagram account was improved to provide current information through functional updates. The new posts created added value to the profile through thoughtfully curated visual and written contents that are cohesive with the company’s brand identity.