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The easiest way to get enthusiastic response to the use of emotional buying triggers is to have followers that are raving fans. Taking the time to build the follower strategy and iden- tifying the commons buying triggers leads to followers feeling upbeat and passionate to- wards the brand. (Miles 2014, 91.) Furthermore, Instagram is not conversationally intensive, but still requires social actions. Being proactive and not falling into the habit of just posting pictures without engaging so- cially it can lead to the risk of having very low results even though the content itself would be decent. (Miles 2014, 60.) 3.2.2 Visual communication Due to the visual element of Instagram, it is relevant to understand the concept of visual communication. This helps to gain an understanding of how images work and how they affect the viewer. (Hellberg 2015.) In essence, visual communication is information trans- ferred through images, where the creator of the image has created an image specifically to communicate something through which the viewer of the image then interprets and un- derstands through personal filters which are made up of personal experiences, cultural and social backgrounds as well as attitudes (Jamieson 2007). In using images as a tool for brand communication, the visual comprehension means con- sumers can process brand messages much faster than through textual approaches (Ja- mieson 2007). Visual communication can affect a person, both emotionally and logically. Viewing, purely visual advertisements may affect viewer’s perceptions and attitudes to- ward a brand that can turn into beliefs about that brand. In the relation to marketing the visual communication is an effective tool when it comes to communicating with the con- sumers. However, it does not guarantee or specify the nature of the beliefs created in the viewers mind. By learning to understand the meaning of visual communication the brand can use the different aspects of visual marketing as a benefit in their brand communica- tion. (Hellberg 2015.) In terms of Instagram brand posts, for example Nike posts pictures of people and celebri- ties doing sports, with the caption “just do it”. In this case, the represented aspect to the image are the people in the picture, the products they are wearing, the action happening, and the caption of the brand slogan whereas the hidden aspect is the viewers mind and the beliefs the pictures will create, like being part of a community or wanting to adopt the similar lifestyle. (Hellberg 2015.) To illustrate the discussion above, below are screenshots taken from Nike’s official account in September 2015. 15PDF Image | Successful social media marketing on Instagram Minoshoes
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