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Figure 12 Screenshots from photos of MI-NO shoes posted by the other users on Instagram (@minoshoes) The engagement is a critical metric to provide information of how successful the company is on Instagram. There are many ways that the level of engagement can be improved, like sharing interesting content, promoting other people, asking questions, including both branding and fun, talking to the followers directly, using quality images, using third-party apps and analysing the outcomes and finding the content that is the most successful for bringing in engagement. MI.NO shoes account has yet gained about 200 followers, no naturally the engagement is still very little. However, what the company, in my opinion, has been very successful in is that it gets many tags on other users pictures. The other users like bloggers and customers are sharing the images of the products and tagging them to their pictures. They also most often mention the username @minoshoes on their description that will guide the viewer to access the company’s own account as well. The tagging will be discussed more in chapter 4.3.3. People seem to quite actively like the content (in comparison to the number of followers) but they are not leaving many comments. Maybe the company is not active themselves or the viewer does not feel confortable enough to leave a comment. The company should encourage the viewers to leave comments by commenting themselves and being social active. It is very important that the consumers on Instagram see that there is a person behind the brand. This makes them much more comfortable to engage with the brand. The engagement does not only important in the company point of view but also for the consumers. Many use Instagram to learn about the company’s products and the experi- 38PDF Image | Successful social media marketing on Instagram Minoshoes
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