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the companies need to adapt this new way of communication as fast as possible in order to keep up with the competition. Today, social media is definitely the key channel for reaching customers. The Internet has opened many new possibilities but also challenges for companies to market to their target audience. Hence it is important to understand how to use the social media and how the company can benefit from it as a part of their marketing strategy. The process includes planning and testing. There are many different types of social networking sites for companies to choose the most suitable ones for their business strategy. Instagram is definitely one of the most in- teresting social media sites at this time. Instagram was the first site that was “born mobile” and it became a hit instantly. Instagram is a valuable tool for marketers who want to get their brand known. It’s secret lies on the fact that it is mainly based on the visual elements. The consumers can process brand messages much faster through images than through textual approaches. This does not only make Instagram very effective but also time-efficient and easy to manage. Already more than half of the biggest brands are present on Instagram. The Instagram account should be created to support the brand and it should be easily recognised. The profile needs to have all the necessary information and also additional information that makes the profile interesting. The actual magic on Instagram happens with the images and videos that it shared with the followers and other users. Engagement refers to the interaction that is posted on con- tent shared on Instagram. This can be understood as likes, comments or people following the profile. All these interactions are important for the overall Instagram marketing and they are metrics that show how the company is doing their work. To provoke the level of engagement the company needs to understand the different factors that are affecting the shift. The main factors to enhance engagement are: creating great content, following other interesting users, being proactive, and using industry related hashtags. Instagram can also easily be integrated with the other social media sites that a company uses. Social analytics helps the company to understand the results of their work. Instagram does not have its own analytic tools but there are many third-party apps available for that. The third party tools help the company to make their Instagram account function better and according to their strategy. 31PDF Image | Successful social media marketing on Instagram Minoshoes
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