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6 Conclusions 6.1 Main Findings For any company, Instagram can be found very useful when used right. At first, it might seem simple and easy to use but in fact it needs a well-planned and solid strategy to work for the benefit of the company. In addition Instagram provides room for creativity and in- novation for marketers to create interesting and personalised content. As Instagram is predominantly based on communication through visual elements like im- ages and videos it creates a totally new way for marketers to communicate to customers. On Instagram also the approach is much more relaxed and the communication between the customer and the company is done on more friendly basis. The most critical metric to measure on the success of Instagram is the level of engage- ment. Engagement can be understood as the liking, commenting and following by the oth- er users. To enhance engagement the company should not only understand the environ- ment on Instagram but also learn what are the most effective ways to communicate to their followers. Another thing that makes Instagram stand out from other marketing channels is that the involvement goes both ways; the users that follow the company expect the company to follow them back, as well as like and comment their content. According to the findings the main characteristics for successful Instagram marketing are: • Be active; comment, like and share other user’s content • Follow selected users; both individuals and other brands • Using interesting and personalised content • Posting content at least once a day • High variety of content • Use Instagram videos • Using brand related hashtags • Creating integration between the other social media channels When a company has successfully adapted Instagram as a part of their social media plan and learned how to use it in the most efficient way, the company can get a competitive advantage towards the other brands. Marketing on Instagram can both increase the com- pany sales and raise brand awareness rapidly. 47PDF Image | Successful social media marketing on Instagram Minoshoes
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