Proofing success : instagram marketing for home-based bakeries

Abstract

The objective of this thesis was to explore how Instagram can be used as a marketing tool by home-based bakeries, focusing on follower growth, customer engagement, and the role of informal word-of-mouth. The work was done to provide practical insights into small food businesses seeking to grow visibility and trust through social media. The study combined two questionnaires with an analysis of Instagram metrics collected for about three months. The first questionnaire had only two participants, while the second received 77 responses, even though the target was 120, but still provided enough insights to be meaningful. Instagram data was looked at to assess the performance of posts, stories, and reels, and to identify patterns in engagement and reach. In addition, interviews with bakery owners were done to provide qualitative information and examples of cross-platform strategies, such as the use of TikTok and Facebook, along with Instagram. The findings show that followers' growth and engagement are driven by clarity, visual appeal, and interactive strategies. Posts were the most effective way to get visibility, while stories encouraged interaction and pushed word-of-mouth reach beyond followers. Recommendations, comments, and tags were found to play a role in customer gain. Although the study was limited by sample size and the timeframe, the results suggest that Instagram offers home-based bakeries a valuable means of building community and trust. Future work could expand participant numbers, put in longer timeframes, and explore using different platforms and approaches to strengthen marketing outcomes.