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possible images you will share from other accounts will be very different from the content the individual users are sharing. (Asad 2014, 2-6.) Moreover, Instagram is different from other social media sites. Instagram users tend to be a little more selective in what they post. As Instagram is entirely visual it allows brands to promote their products in a totally new way. Not only can marketers use Instagram to pub- lish their own photos and videos, but also to highlight what consumers are doing with their products. (Klie 2015.) The followers on Instagram also appreciate when their content is liked or commented on (Miles 2014, 42). Instagram demonstrated the trend towards visual storytelling and shift from sharing imag- es rather than text (Neher 2013, 63). Instagram highlights also another trend. Instagram makes business and brand owners more relatable. Customers like to do business with people they know, like and trust and Instagram gives you the opportunity to show con- sumers who the people are working behind the company. (Wood 2015, 71, Zimmerman 2013, 82.) It is important for the company to understand and know their target users. Without knowing the user preferences and attitudes that the company cannot necessarily communicate to their audience in a way they are understood correctly (Hellberg 2015). There are different reasons behind the social media use. The different social media sites can be divided into five different categories which are information seeking, focused enter- tainment, purpose driven, socially-driven fun and in the middle. Instagram belongs to the category of mostly socially driven fun where social media is used for entertainment and to share life experiences. This kind of social media usage is low-content-specific and high- fun-focused which means that the content is more relatable, personal and playful. (Malin 2014.) According to Rouhiainen 2015, successful Instagram marketing comes simply from being active, posting great content, following interesting people and leaving comments and questions to those people and starting to build relationships with the followers and influen- tial people on your business sector. Starting the connection with the customers online helps to create a loyal following, and allows for constant word-of-mouth promotion to help to continue growing of the customer base. Instagram also allows the companies to have free market research. By looking at what the customers are sharing the company can learn what is most interesting content to their followers. Having an insight to what the cus- tomers share can help to make design decisions, and help shape the content created. (Zimmerman 2013, 301.) 13PDF Image | Successful social media marketing on Instagram Minoshoes
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