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800 million users are active per month. (Hauser 2018, p.10, Sanchez 2018, p.6.) According to Sanchez (2018), per day 2 billion likes and about 15 million comments are posted on Instagram. The benefits of Instagram are that it provides its services in 25 languages and people all over the world have access to use Instagram. Brands use Instagram to promote their products and services. Instagram gives a company the opportunity to generate sales through Instagram. Statistically, about one third of the Instagram users have purchased something through the app, which shows that Instagram gives great potential to gain new customers. (Sanchez 2018, pp.6-8.) Another function that Instagram is performing better than other social media platforms is the way how an audience can be created - no other platform makes it easier to gain followers and therefore popularity in an organic way without paying. But also, interaction of potential customers with the company’s profile is the greatest on Instagram. Compared to Facebook engagement, Instagram is performing 10 times better and even 84 times better than Twitter. (Sanchez 2018, pp.11-12.) Especially for business profiles, Instagram provides a lot of opportunities. Various data about the potential customers can be gathered and then used for marketing purposes on Instagram. Brands can use Instagram easily to become known by new potential customers but also to maintain loyal customers. All those opportunities can be taken with quite a low risk and low budgets compared to other marketing tools and actions. (Sanchez 2018, pp.16-23.) 4.2 Instagram marketing strategy & brand building on Instagram Using Instagram for marketing purposes is quite popular as the platform is one of the most powerful ones nowadays. Especially now companies should use this potential as the generation that is using Instagram is typically avoiding traditional forms of advertisement and are switching to platforms such as Instagram. Instagram marketing is earning that amount of success because of its visual concept. People learn and remember images rather than anything else, which creates more potential for interaction with potential consumers. Instagram marketing is based on inspirational, authentic and consistent content. Those 22PDF Image | Brand-Awareness through Marketing on Instagram
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