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On the right side (figure 6), the Visual content continuum (Meyerson 2015, 88) shows the connection between each step of how visual contents affect customers. Beside the normal and not frequently changed elements such as name, logo, tagline; the remaining ones are usually adjusted based on what kind of content the post will bring or in different occasion or marketing campaign. It is true that posting just any kind of image up on Instagram not thinking or planning carefully in advance does not usually work. In all types if visual con- tents, it can catch the eyeballs of the customers, grab their attention, make them want to engage and take action in buying and finally, evangelize the brand message, show true advocacy for the business. (Meyerson 2015, 87.) To conclude, visual is definitely the king in the Instagram era. While building a plan for Instagram or social media in general, it is useful to keep in mind all the valuable elements that help to bring brand advocacy. 2.2.2 To tell the brand story “Developing the content in our content marketing strategy is developing the stories of us. It’s the big ideas that we represent. It’s the differentiated experiences we want to create. It’s what we REALLY do for a living. For better or worse — it’s that simple.” (Pulizzi & Rose 2013, 5). In fact, it is the story of the company, around the company and behind the company. If the visual on Instagram marketing is the king, then the story for content mar- keting on Instagram is assuredly the queen. 14PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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