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Figure 4 Screenshots from Nike's Instagram account (@nike) Both the swift from traditional medias to digital medias and globalization is creating new challenges and requirements for marketers. Due to the world getting smaller the compa- nies can easily reach the people around the world, even little and middle size companies can go international faster and with lower costs. Instagram is based on networking and it will suggest content to its users that share similar interests. This creates a connection among people that they otherwise do not know. Also the liking and commenting is sup- porting the profile surfing. Many feel that Instagram is bringing the people around the world closer to each other and this applies also between companies and consumers. If the story and content attracts the consumer they want to engage with the brand and they might start ordering the products around the world. However, the social media marketing channels forces the companies to act faster and in real-time. (Vaartimo 2015.) 3.3 Attractive Instagram profile Similar to most social networks, a company user on Instagram can create a profile with basic information about the company (Neher 2013). The Instagram profile must express the brand values for a business to get the most value out of. The profile needs to have all the necessary information and also additional information that makes the profile interest- ing. (Zimmerman 2013, 176: Wood 2015, 189). Adding the right images to the Instagram account is extremely important but if the basic information on the account profile is not properly set up it can greatly reduce the number of visitors as well as the number of followers. There are some restrictions as well. These restrictions include the limited characters to use for headline and the size of an on the 16PDF Image | Successful social media marketing on Instagram Minoshoes
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