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Instagram accounts. After all it is important to engage with accounts that may suit the target group the company defined earlier. The engagement may lead to new followers and more visibility for the brand itself. In order to create a great social media marketing strategy, the company should create a schedule when to post what kind of content on Instagram. This helps to create a unified theme for the account and to consider the target audience’s online behavior more easily. The last part of the social media strategy is to test the different tools of Instagram, evaluate the outcome of the usage and improve what has gone wrong. (Newberry & LePage 2018, Influencer Marketing Hub 2019, Barnhart 2019b.) 4 Instagram This whole chapter will focus deeply on Instagram itself and its tools that can be used for marketing purposes. First, Instagram itself will be explained and how brands can be built on this platform. Then a short outlook will be given on Instagram Insights, as it is an important tool when analyzing a company’s Instagram account and therefore it will also be used for the empirical study. The last topic in this chapter forms the largest part in the fourth chapter. Here some Instagram tools are chosen for deeper examination. The tools that are displayed in this theoretical part are also part of the analyzing process in the empirical part. 4.1 Instagram explained Instagram is one of the most popular online platforms where users can share content with each other. Not only are private users interacting with each other on Instagram, but brands heavily use the platform to gain new customers. The concept of Instagram is to set a focus on visuals such as pictures. Whereas other social media platforms also give opportunities to only upload texts, the idea of Instagram is to spotlight the visuals. (Sanchez 2018, p.4.) Instagram is now owned by Mark Zuckerberg, who bought the company one and a half years after it was established. The reach of Instagram is growing every year, and, as already mentioned in chapter 2.1, the number of active users is increasing every year and future prospects are also positive. Right now, there are 500 million users who visit the social media platform on a daily basis and around 21PDF Image | Brand-Awareness through Marketing on Instagram
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