Exploring social media marketing strategies for Hobbly
Polón, Gita (2025)
Polón, Gita
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202505089876
https://urn.fi/URN:NBN:fi:amk-202505089876
Tiivistelmä
This thesis was commissioned by Hobbly, an app-based platform that connects people to hobbies and communal activities. The purpose of this thesis was to explore social media strategies Hobbly could utilise, to create engaging, inviting and communal social media presence catered towards their target audience. The result of this thesis was to offer Hobbly effective social media marketing strategies.
The theoretical framework investigated social media marketing as a phenomenon and the possibilities of social media to reach Hobbly’s target audience. This thesis used observational methods to gather data for competitive benchmarking analysis. A benchmarking analysis was conducted to determine the best social media practices of brands with compelling social media presences and similar target audiences. Ethical considerations and reliability were evaluated through out the process. The analysis was narrowed to investigate social media practices in Instagram and TikTok, which were determined to be relevant platforms for Hobbly’s target audience in the theoretical framework and favoured by the commissioner.
The results suggested that Hobbly’s target audience prefers relatable, authentic, humoristic and cohesive content that is easily consumable. Suggestions provided include visibility, authenticity and cohesion strategies. Further research could be beneficial to determine if the strategies provided are proven effective in use.
The theoretical framework investigated social media marketing as a phenomenon and the possibilities of social media to reach Hobbly’s target audience. This thesis used observational methods to gather data for competitive benchmarking analysis. A benchmarking analysis was conducted to determine the best social media practices of brands with compelling social media presences and similar target audiences. Ethical considerations and reliability were evaluated through out the process. The analysis was narrowed to investigate social media practices in Instagram and TikTok, which were determined to be relevant platforms for Hobbly’s target audience in the theoretical framework and favoured by the commissioner.
The results suggested that Hobbly’s target audience prefers relatable, authentic, humoristic and cohesive content that is easily consumable. Suggestions provided include visibility, authenticity and cohesion strategies. Further research could be beneficial to determine if the strategies provided are proven effective in use.