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factors are the key to establish a successful brand on Instagram. (Sanchez 2018, pp.52-55.) The basic idea when using Instagram for marketing is to employ the available Instagram tools in the right way in order to reach potential customers (Hauser 2018, p.38). Those tools will be explained in detail in chapters 4.4.1 onwards. According to Sanchez (2018), Instagram marketing is all about telling a story to the users that touches and involves them in order to build a strong brand. There are four important aspects when creating a strong story on Instagram for the potential customer. The first part when creating the story for a brand is to be authentic. As already mentioned in previous chapters, authenticity is essential. Users want to see content that they can relate to and that seems tangible for them. Another aspect to remember is to use the senses of the follower. It is important to create connections in the Instagram users’ mind through their senses. Even through Instagram, smell, taste, sound, and touch can be stimulated. The third part of creating a story is using archetypes that can be found in the social media brand voice model mentioned earlier. Archetypes describe the tone and the character of a brand. The last point is to make use of stereotypes. If a brand is not going with certain stereotypes, they tend to have a greater impact on the follower. (Sanchez 2018, pp.56-60.) For branding on Instagram not only the right story and appearance are the key to success. Details such as the name of the account need to be considered well. The Instagram name needs to be simple and short; it may include, for example, the target region of the company. Also, the profile picture needs to be considered, mostly using some symbol such as the company’s brand logo. The content in general needs to be original and beautiful because that is what Instagram is all about. Brands are successful if they provide content that is high quality and consistent. (Sanchez 2018, pp.63-66.) 4.3 Instagram insights Instagram Insights is a tool for Instagram business accounts that displays deeper information about what is happening on the company’s accounts. Information about the performance of the company’s account and content, but also about the 23PDF Image | Brand-Awareness through Marketing on Instagram
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