Using Instagram as a digital marketing tool to improve online presence : a case study on ASDA RY

Abstract

This bachelor’s thesis was commissioned by AAR Social Development Association Ry (ASDA RY). The development task involved examining and improving the organization’s Instagram presence to better connect with its target audience. The primary objective of the thesis was to increase the visibility and online presence of ASDA RY.

The theoretical framework was built upon concepts of digital marketing communication, social media, the advantages of Instagram and the impact of social media marketing on non-profit organizations. This framework was informed by literature reviews and online articles that explored the dynamics of social media engagement and its implications for non-profit entities.

Methods used in this study included a SWOT analysis of ASDA RY`s existing Instagram content, qualitative interviewing, identification of areas of improvement and strategic content planning based on audience preferences and engagement. Key results indicate a need for consistency in content posting, visual elements, and usage of Instagram’s algorithmic features to improve exposure and user interaction. Data collection primarily involved qualitative research methods, including interviews with key stakeholders within ASDA RY.

Based on the results, recommendations were provided for improving ASDA RY`s Instagram marketing efforts, particularly in terms of content planning and engagement strategies. The conclusions drawn from the research contribute to the understanding of digital marketing for non-profit organizations, in the context of social media platforms like Instagram.

Keywords: Digital marketing, non-profit organizations, Instagram marketing, social media, qualitative research.