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Analysis of Growth Strategies in Social Media: the Instagram Use Case Paolo Bellavista, Luca Foschini, Nicola Ghiselli University of Bologna, Italy paolo.bellavista, luca.foschini, nicola.ghiselli@unibo.it Abstract—Social Networking describes the phenomena found in participatory and self-expressive Web sites—such as YouTube, Facebook and Instagram. Online communities represent a grow- ing class of marketplace communities where participants can pro- vide and exchange information on products, services, or common interests. Exploiting the phenomena, companies, artists, and new professional figures as influencers, youtubers and resellers, are increasingly using online communities to create value for their firms and customers, ensuring that their activities are relevant to the social network audience. However, from a marketing perspective, being able to distinguish a brand or an original work in a sea of competitors is a difficult challenge. From a more economic perspective, having a social media plan and strategy in place is becoming a must. At the same time, from the technical perspective, becoming popular in those platforms it is not so easy. This paper presents a seminal effort to investigate some strategies to growth on Instagram without using promotion tools. In particular, we studied how ”Benign” Social Bots, using the provided platform APIs, can affect the Social Media world. Our experimental results assess and benchmark the effectiveness of some approaches, increasing the diffusion of users content on the Social Media and consequentially speeding up growth. Index Terms—Social Media; Social Media Bot; Instagram; Social Media Strategy; Marketing Strategy, Social Network. I. INTRODUCTION Social Networks (SNs) are becoming more and more im- portant from a marketing point of view. This is true both from the consumer than from the professional points of view. Indeed, as pointed out in [1], through SNs consumers can share their opinion, experiences and advice with each other, increasing at the same time their own knowledge with respect with products, services, or common interests. Companies or influencers, can exploit SNs as valuable alternatives to standard research methods. In this way, they can easily get or ask consumer opinions, retain the consumers, or make studies of interests, even localized in a certain specified region. This situation opened up to a new marketing area: the so called Influencer Marketing. [2] defines the term as ”a form of marketing in which focus is placed on specific key individuals rather than the target market as a whole”. Indeed, companies hope that by showcasing people of interest to their target markets, consumers will be more inclined to try the product or service that the company offers. This is possible because now, more than ever, consumers are looking to other consumers or influencers to take their purchasing decisions. This new marketing strategies are very effective and this is proved, for example, by the fact that in 2019 Instagram advertisement revenue could reach over $10 billions [3]. Starting from these information we studied the possible social media platforms and we decided to target our activities on Instagram. This choice was drove by the fact that Instagram (i) counts 1 billion users [3], where (ii) 500 millions are daily users [4] that (iii) share on average 95 million photos and videos per day [5]. Moreover, (iv) the high user engagement level [6] decrees Instagram the most effective social for audience and networking [7]. Finally, (v) we did not found in literature similar works based on Instagram. Indeed, most of the related works studied Facebook as Social Media platform. The above consideration seemed to us a perfect environment for our studies purposes. Indeed, we intended to study how those Social Bots are considered from the Instagram community. Anyway, this study activity, could be adapted to work also with other SNs, such as Facebook, Twitter, Linkedin, and so on. Starting from related works, we present an analysis of the Instagram Algorithm. In particular, we propose a Generalized Growth Strategy that could be considered as a model and a partial implementation of a solution mimiking those users that want to grow on Instagram. We believe that this work could help social media providers, as Instagram, for a deeper comprehension for their inner content promotion mechanisms. The remainder of the paper is structured as follows. Sec- tion II highlights the needed background to fully understand our work and the primary motivations behind our approach. Section III describes a generalized method to enhance the diffusion and affirmation process on Instagram, highlighting some of the implementation insights. Section IV overviews the experimental work accomplished in measuring the effec- tiveness of the proposed approach, while related works and conclusive remarks end the paper. II. BACKGROUND & MOTIVATIONS A. Background Before introducing our work, to give a complete understand- ing of what we have done, we want to introduce some needed background material and definitions. To increase the growth probability on SNs, usually a Grow- ing Technique is taken in to consideration. It is a procedure composed from a set of activities that helps to have better results over the selected SN. Those techniques can usually be of two different nature: (i) organic, if users only use tools provided by the social media or (ii) inorganic, if users use the Social Media promotions or automated tools, as SocialPDF Image | Analysis of Growth Strategies in Social Media: The Instagram Use Case
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