Instagram Reels as an Effective Marketing Tool
Sisova, Aleksandra (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112731912
https://urn.fi/URN:NBN:fi:amk-2023112731912
Tiivistelmä
The purpose of this study was to determine the effectiveness of Instagram Reels as an effective marketing tool for brands. Instagram Reels is a feature for creating and watching short videos that was released in 2020.
Qualitative and quantitative research methods were used in this study. The data for the quantitative study were obtained through a survey that was published on the Prolific platform, whose users are from 38 countries. Qualitative research was conducted in the form of interviews and data obtained from the Finnish brand Smuuti Skin, which uses Instagram Reels for its marketing.
Interview and survey data show that short videos are very popular currently. Moreover, it is more interesting for users to watch content that is entertaining in nature. The results of the survey showed that in order to attract the attention of users or customers, brands need to do this within 1-4 seconds. This was confirmed by a brand representative in an interview about the need to attract the attention of customers from the first few seconds.
However, the author recommends that before starting marketing efforts and creating content on any platform, brands need to know their audience and their preferences well.
Qualitative and quantitative research methods were used in this study. The data for the quantitative study were obtained through a survey that was published on the Prolific platform, whose users are from 38 countries. Qualitative research was conducted in the form of interviews and data obtained from the Finnish brand Smuuti Skin, which uses Instagram Reels for its marketing.
Interview and survey data show that short videos are very popular currently. Moreover, it is more interesting for users to watch content that is entertaining in nature. The results of the survey showed that in order to attract the attention of users or customers, brands need to do this within 1-4 seconds. This was confirmed by a brand representative in an interview about the need to attract the attention of customers from the first few seconds.
However, the author recommends that before starting marketing efforts and creating content on any platform, brands need to know their audience and their preferences well.