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more followers are the utmost achievement of brands on Instagram, especially for start- ups or SMEs. As in figure 5: Social media branding (Diamond 2013, 191-192), community reflects the value of the brand. Customers are the followers but followers don’t have to be customers. It is important to direct them to the website where they can find more interest in buying the product. A clear definition of targeted followers should be made. Developing a persona is a basic first step to know whom the brand is communicating with. As a result, feedbacks, ideas, engagement will reappear. Next are influencers, someone who are active online, passionate about the industry the brand is in and are followed by the brand’s target audi- ence. They will help brand tap into the audience that brand has not had chance to reach, drive attention towards the business and attract more visitors to the site. (Fyson, 22 Octo- ber 2013.) Brand needs to know whether the major influencers are aware of it, what they think and speak about it. It will strengthen the brand and also the key influencers if they are con- nected in the posts on Instagram by mentioning, tagging, commenting and so on. Next is the relationship, community must include relationships between groups and people. Therefore, showing a strong and interesting relationship between the brand and its stake- holders (colleagues, customers, partners, and influencers), followers will support the brand. By creating and controlling an ambassador groups of people will strengthen the brand in a way of frequent appearance. For example, it could be a loyal customer sharing an image of the product and tag the brand in, the brand can now go to the places it cannot go, do the things it has not done. It is a great deal that keeps the brand growing. To sum up, people are always important in marketing, knowing what the crowd thinks, knows, acts and likes is not simple. However, by understanding the audience, taking advantages of influencers, communication will drive engagement and the community will grow strong. “It is important to analyze what triggers the need for your product so that you can antici- pate the urgency with which your customer will act.” (Diamond 2013, 54). The ending goal of having followers on Instagram is to direct them to the (web) shop and buy the product, become the consumers. In fact, while communicating with the people, there are 12 com- mon buying triggers found on Instagram by Miles (2014, 84-87). They are illustrated in the diagram below and mostly explained, as well as examples will be given in the following texts. 19PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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