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1 Introduction Marketing has changed massively in its history. Currently, social media marketing is influencing our society in a totally new way. It has not only changed the way we communicate, but also enables companies to reach their audience in a different and easy way. Social media is quite simple to utilize due to its user- friendly interface and it provides cost effective options to the companies to market their brand and products. Social media marketing has become important in today’s marketing world and it is critical for companies to understand how it is working. In a fast-changing world, a company needs to be able to adapt to the new trends which are now outperforming the traditional ways of marketing. Especially in a market with many competitors, a company needs to be up to date regarding its marketing actions and its online appearance. In this thesis, especially the social media platform Instagram will be analyzed as a marketing tool. As Instagram is used by approximately 200,000 businesses for marketing purposes, it is needless to say that Instagram is a significant platform when it comes to promoting a business. Users on Instagram are interacting with companies more than on any other social media platform. (Walsh Phillips 2017.) Consumers trust what they see on Instagram if it is done in the right way. This is the essential part of becoming an established well-known brand. Instagram not only helps businesses build their brand, but also allows consumers the option of purchasing through the application itself. This thesis includes an outlook on how important social media is becoming and especially the role Instagram is playing. In addition, some basic information about becoming a strong brand and how to create a marketing strategy will be given as the goal of the thesis is to develop an Instagram marketing strategy that creates brand-awareness for the case company Onimos. The theoretical framework will be public as there is no use of confidential information from the company. The empirical analysis which leads to the final Instagram marketing strategy will be created by benchmarking competitors of the company and by analyzing the company’s Instagram account. Some parts of the analysis and the final Instagram strategy will not be published as they contain confidential information on the 5PDF Image | Brand-Awareness through Marketing on Instagram
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