Analysing Instagram Posts and Consumer Engagement
Ryhänen, Henriikka (2019)
Ryhänen, Henriikka
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019060515059
https://urn.fi/URN:NBN:fi:amk-2019060515059
Tiivistelmä
Social media platforms offer companies a good way to be connected to consumers and potential customers. Because social media is such a big part of the daily life of people, it is an effective way for brands to reach people, stay connected with them and build the brand image. Instagram is a popular picture-based platform and it is a good place for brands to do marketing and generate brand engagement. Engagement can be caused by different things. The main purpose of this study was to figure out what kind of posts does an international hair care brand post on Instagram and what kind of posts create en-gagement. The OGX hair care brand was selected because of its activity on social media. A literature review was conducted to introduce concepts in digital marketing and social media marketing. A content analysis was conducted, and it included a coding scheme for data collection on Instagram. Based on the findings a brand needs a good connection with the followers to be successful. A few of the main things that rise from the study were that the posts that got the highest engagement levels were pictures which contained products. The posts had a neutral or exciting text and contained some additional infor-mation for the consumers. Also new product launches and giveaways create engagement.