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brand. Those can, again, be colors, a typical style of writing, one location or even faces that should be associated with the brand. (PlannThat n.d.b.) 4.4.7 Interaction with Instagram users Interacting with Instagram users in order to grow the engagement rate is of growing importance. Derived from what has already been mentioned about the algorithm, it can be said that the interaction with potential customers is necessary to make a company’s profile visible on Instagram and to build a strong brand. There are several rules that should be followed in order to interact with followers in the right way. Asking questions below postings motivates people to give a comment on a post. The question asked does not even have to be connected to the company’s business. This approach should simply build a connection between the commenting person and the brand. Interaction in terms of a comment on a brand profile can build a stronger bond than only a like of the post. Regardless if the comment was motivated by a question or if the follower commented out of their own motivation, replying to comments below postings is quite important, but the way of replying is the key to a loyal follower. The person who commented needs to feel valued and cared about. Authenticity of the reply should be given in terms of not pretending to know this person, but rather acting as if getting to know someone in order to not to overwhelm the person who commented. (PlannThat n.d.a) Connecting with the followers in different ways is important. Simple actions already can make a difference. Followers want to feel valued, therefore one like on a post of the follower, for example, can make them feel cared about. In this way the company also gets to know the follower better by seeing what their interests are. This technique is also useful in a broader perspective. Comments and likes can be placed under posts of users who are not following the company but who share similar interests, which can be found out, for example, through similar hashtags or through the Instagram recommendations page that is specifically created for the company’s profile by Instagram. With this strategy a company can specifically target Instagram users but also becomes more visible for other users. This is important because the more people know about the brand 35PDF Image | Brand-Awareness through Marketing on Instagram
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