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3.4.2 Who to follow When it comes to Instagram, it is not enough to get followers but it is important to follow others too. If someone follows you and you don’t follow back, they may unfollow. Further more when the company is active by commenting and liking others content the followers are more incentive. The interaction with the followers gives a reason to engage with the company and visit their web page. (Wood 2015, 129, 205.) “Explore” page on Instagram shows images currently trending on Instagram. By looking in for the page the company can easily fin other interesting profiles to follow. The company should select to follow the profiles are relevant to their business and the leaders in their industry. The company can find the other companies by typing the company name into the search bar. (Zimmerman 2013, 266.) When users start interacting with the company and like and comment on the photos, also the company should follow them back. It is easily identified who is interacting with the posts on the “news” tab. The company should learn if the users liking the photos could be valuable to their network. The company can always unfollow the other users if their con- tent does not end up being relevant to their account. (Zimmerman 2013, 276.) 3.4.3 How to get followers and engagement On Instagram, everybody has to start with no followers, but one can work through that quickly by adding value for existing customers. In the beginning, the time should be stra- tegically engaged with the right prospects, not just random people. Also there are some negative catalysts that may slow down the growth. (Miles 2014, 70.) To get followers on Instagram the easiest way to start is by leveraging the networks on other platforms. The company can do this for example by simply sharing the Instagram posts on their other social media sites and invite people to follow them on Instagram. Fur- thermore, the company can inform their customers through other channels like newsletter or printed advertisement that they are present on Instagram. (Zimmerman 2013, 288.) The key characteristic of followers is that they’re seeking for curate information and they often want the social attention that comes from sharing it. All the followers do not neces- sarily have a passionate relationship towards the brand but are looking for information, insights or other content that interests them. (Rohrs 2014, 52.) 21PDF Image | Successful social media marketing on Instagram Minoshoes
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