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6. Findings and conclusions In this final chapter, the findings and conclusions of this study will be presented. This thesis purpose was to gain a better understanding of how Instagram can be used as a marketing tool and to understand which marketing activities can be used for a company that wants to increase the traffic to the site and spreading the brand. Both research questions will be answered and discussed and this chapter will end with the implications as well as further recommendations for future research within the field. 6.1 Spreading of the brand RQ1: How do pictures on Instagram affect the spreading of a brand? Based on Table 7 presented in previous chapter, conclusions can now be drawn and they will be in the same order as the data analysis. It can be concluded in this study that if a company wants to successfully spread the brand on Instagram they have to meet some criteria’s. The company need to be active both on their own account and on others account by liking and commenting their pictures. It is important to have good communication and build relationships, which can take time. A successful Instagram account should be seen from long-term perspective, the goal is to attract followers by spreading the brand, make them into customers and then to keep them as loyal returning customer in the future. That would like to spread their (hopefully positive) experiences in their own channels, which also is a way of spreading the brand. When looking into the best time to post, much indicates that mornings, evenings and weekends drive more engagement then during the day. Regarding the quantity of posts per day it can be concluded that both too many and too few picture makes followers lose interest. A good aim is one to two pictures per day. It can also be concluded that picture types and picture styles are of high importance. Based on Tegelbruketdesign’s statistics it shows that product-centric photos and contest pictures drive more engagement then customer-centric photos. From the interview with the instagrammers it was found that some picture styles get more likes then others. 46PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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