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5 Discussion The discussion presents the results of the thesis. The discussion offers conclusions on the basis of the results and presents development ideas and suggestions for further research. Social media is definitely an important tool for marketers today. It has created a totally new way for them to reach their customers, which has brought some difficulties with it. Instagram is a good example of this because user behaviour is not very different whether you are acting as a company or an individual. MI.NO shoes is a fashion start-up company that has already used social media quite effi- ciently in its digital marketing strategy and also in supporting it’s the other marketing tools. On Instagram the company has been present for sometime already but they are still look- ing for the right approach. Generally the company is doing well and you can see they are constantly looking for new creative ways to market on Instagram. However, there is still a lot of room for improve- ment and more importantly the company needs to come up with a clear and solid strategy for Instagram. This would make the content more consistent and effective. But then again this is why they presumably wanted to clear the content from their profile a few months ago and start from scratch. The empirical part analysed the current situation and the content the company is currently posting. It seems that the company is on the right track and actually a lot of the time using very good content. There are, however, many small things that could be done even better. The biggest issue is that the profile has not yet attained proper engagement and still has a small number of followers. This is actually the main goal and with those little improve- ments the company might be able to gain a lot more attention. According to the analysis the main points for improvement for @minoshoes are: • Being more active; responding, being present and rewarding their loyal followers • Following more of others; both individuals and other brands • Commenting and liking other users photos • Posting content more often • Using a greater variety of content • Using hashtags more effectively • Start posting videos 44PDF Image | Successful social media marketing on Instagram Minoshoes
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