Ingrid Larsson och Elma Maksumic

Marketing on Instagram

Abstract

The recent spread of social media is huge and one can definitely say that these platforms have become popular among companies. In just one minute you can promote your company for free. In 2010 a new platform was launched, Instagram. Instagram has today become another place for companies to reach out to their customers. But in what way do the companies use the media and what do the customers think about the way the companies act on the platform? This study will answer the following question: How should clothing companies design the content on their instagram account to promote themselves and at the same time keep the followers? The methods that have been used to answer the question of the study are observations of business on Instagram and interviews with clothing companies. To get a better understanding of what the customers/instagramusers want, we have sent out an inquiry and arranged a focus group. The result shows that what the customers requests of the business on Instagram differs from how the clothing companies are promoting themselves. After having done the study one could conclude that the prime reason for the disagreement was that the companies used the media in the same way as their customers, something that wasn’t very popular. Companies should use this application to provide inspiration instead of trying to get a personal contact with their customers.