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3.2.1 Branding on Instagram Instagram is an ideal tool for brand building, since the company can effectively compete with the other companies on Instagram by leveraging the brand attributes. In order to ef- fectively manage a brand on Instagram the company has to effectively manage it off In- stagram. According to Miles, brand is the sum of the thoughts and emotions that individu- als have about a product or company. When the brand is well designed and managed it has a real power to drive sales. Its power comes from a combination of the invisible as- pects, the visible aspects and the prospect’s experienced with the brand. (Miles 2014, 105, 110, 114.) The skilful use of words and images woven together to tell an interesting story about the company is the key to successful branding on Instagram. According to Miles, people tend to like images that connect with them emotionally. Such pictures to raise emotions are for example vacation destinations, sandy beaches, gourmet cuisine, sunsets, shoes, dresses, pretty places and pretty faces. Unlike some would think, people are not responding to the technical brilliance of an image but they want to see more relatable content. The images on Instagram provoke the thoughts and feelings of consumers that are the basis for buy- ing decisions. There are dozens of emotional triggers that marketers have discovered throughout the time of marketing. (Miles 2014, 71, 83, 85.) Miles (2014, 85-87) presents the 12 triggers that seem to be particularly prominent in In- stagram marketing efforts, which are: 1. Love 2. Desire 3. Involvement of ownership 4. Justifying the purchase 5. Desire to belong 6. Desire to collect 7. Curiosity 8. Storytelling 9. Greed 10. Urgency 11. Instant gratification, and 12. Exclusivity 14PDF Image | Successful social media marketing on Instagram Minoshoes
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