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There are some statistical data that reinforce the importance and usefulness of influencer marketing. The two main facts are: first, micro-Influencers have statistically seen higher engagement rates on their profiles than the big influencers (as already mentioned, the engagement rates are the key to successful brands), and second, 49% of the consumers believe in influencers recommendations and 40% buy something an influencer has promoted beforehand. (Knightley n.d., Johnson 2018.) 4.4.2 Content scheduling Scheduling the content on Instagram means to create a plan that defines on which day and at what time of the day a posting will be published on the Instagram account. This is important to get the maximum of potential customers to see the posts of a company on Instagram and has become rather important with the change of the algorithm of Instagram. (Cooper 2019.) When Instagram got introduced the users simply saw the Instagram posts of the people they follow, in reverse chronological order. Nowadays, there are three different aspects that influence what content is seen first when opening Instagram. (Newberry 2018.) One will mainly see posts that Instagram calculates one may like, based on the amount of interaction with various similar posts or accounts. For example, by liking and commenting quite often on posts that are related to fashion, then it is most likely that Instagram will show fashion related posts in the timeline of the user. But also, the most recent posts that were uploaded when opening the app will be shown first in order to keep the user up to date. The third criteria of what posts will preferably be shown first is one’s relationship with an account one follows. Posts of accounts that one not only follows, but often interacts with in the form of tagging them, liking and commenting are more likely to be shown when Instagram is opened. (Newberry 2018, Hauser 2018, pp.21-22.) Those factors of the operating mode of the Instagram algorithm are important for brands to consider when scheduling their content in order to get the potential consumers to actually see the content. This implies that companies need to reinforce the interaction of Instagram users with the company’s profile posts in order to be seen as content that users are interested in. This goes hand in hand 27PDF Image | Brand-Awareness through Marketing on Instagram
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