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different strategies, composed on dozens of steps, first of all we resumed the fundamental steps to implement an effective strategy. So our Generalized Growth Strategy on Instagram is com- posed of the following guidelines and operative steps, to be repeated over time: 1) Follow engaged and active followers: so those users that puts many likes, comments and that follows many profiles. Indeed, it would be pointless to engage passive profiles, they cannot bring benefits; 2) Adopt a Follow/Unfollow Strategy: to apply this strategy the user must follow a consistent amount of new users, unfollowing those users that, after a certain period of time, are not following back the user; 3) Publish new contents frequently: this will help the profile content diffusion over Instagram. Another element that could help the diffusion process is to tag inside the post influential pages related to the published content; 4) Good quality content and relevant #hashtags: it is manda- tory to use hashtag to spread better the post over Insta- gram. However, it is important to choose the hashtag and the content with care to optimize the post diffusion; 5) Like, comment, post on #instastory: the user must be active and engaged with others profiles. This will be recognized by the Instagram algorithms and will have positive effects on the post diffusion over Instagram; 6) Share the Instagram content: this will help other people or accounts to be aware of the user content; 7) Stay consistent: these activities must be done for long period time (i.e. some months) to be really effective; 8) Use analytic tools (i.e. ninjalitics [9], Instagram business account [11]): this step is important to receive a feedback on profile growth. In this way the user can react if the results are unsatisfying. However, in the highlighted strategy, the adoption of the correct Follow/Unfollow Strategy is a critical point, that can highly affect the effectiveness of the overall strategy. So, we decided to deepen this topic, realizing a Follow/Unfollow Strategy Classification. The main differences between the following Follow/Unfollow techniques, regards the way in which the users are retrieved. Those different ways to retrieve the posts can be resumed as: • Random: users are retrieved by the posts that are ran- domly selected between all available media on Instagram; • Relevant #hashtags (i.e. #photography): users are re- trieved by the posts that are retrieved from the provided hashtag list; • Localized Posts (i.e. Bologna): users are retrieved by the posts that are retrieved based on the post localization; • Targeted on influencers followers (i.e. Brandon Woelfel): users are selected from the list of the latest users that are following a certain target influencer. This strategy is more effective if the influencer and the user applying this strategy have similar contents; • Targeted on Influencer Profiles: this strategy is the dual of the precedent one. It is repeated several times during the day with the aim is to keep the user profile in the latest following users, so to be engaged by other users applying the Follow/Unfollow strategy explained in the previous point; • Targeted on influencers active followers: targeting the strategy on the influencers followers, there is the risk to follow a non active profile, so a profile that does not likes too many posts or that does not follows too many accounts (it is not engaged). So a way to increase the probability to avoid this unwanted behavior is to select a list of user not from the followers list, but from the list of accounts that liked the influencer latest posts; • Dynamically targeted on influencers active followers, depending on the last user post (i.e. Brandon Woelfel, National Geographics): this strategy is the same that at the previous point, but will change the utilized influencers list based on the last user post. This will provide more dynamism to the Follow/Unfollow Strategy, that, with high probability, will ever go to engage new people interested with the last content published by the user. These Follow/Unfollow Strategies are outlined in order of effectiveness. Applying those strategies can be really effective. However, they have a drawback: most of those points are really time- consuming, and keep doing those steps over the time is difficult, preventing being consistent in applying the strategy. Anyway, after a further analysis, we pointed out that many point of the Generalized Growth Strategy on Instagram (at least 1,2,5,7) can be automated. We will explain a possible automation procedure in the following subsection. A. Implementation Insights After few researches, we found out some open-source projects that could work well as initial starting point for a first Social Bot deployment. So we decided to study and extend a GitHub project called instabot-py [14] (version 1.2.2). Instabot.py is an extremely light instagram bot, written in Python, that uses the undocumented Instagram Web API. Unlike other bots, Instabot.py does not require Selenium [15] or a WebDriver [16]. Indeed, it does not need a graphical environment since it interacts with the API over simple HTTP Requests. At an high-level, the Social Bot works as follows. It personifies an Instagram user account: so as soon as it starts, it logins as the specified user. Then, it enters in an infinite loop on which it automates the implemented Follow/Unfollow Strategy. In the initial implementation were possible to imple- ment only the first three options of the previously introduced Follow/Unfollow Strategy Classification. So the Bot, on the basis of the given hashtags or locations (i) retrieves the post on which it will operate (i.e. it likes, comment the post, or follows the post user). Then, (ii) it takes in account the state of the operations, using a database to store the activities and saving also the user session. Finally, it automates (iii) Likes/Unlikes,PDF Image | Analysis of Growth Strategies in Social Media: The Instagram Use Case
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