Maximizing Social Media Impact in Digital Marketing: Effective Instagram Strategies for Brands

Jordi Campo (), Ana Maria Argila Irurita () and Maria Luisa Solé Moro ()
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Jordi Campo: Universitat de Barcelona
Ana Maria Argila Irurita: Universitat de Barcelona
Maria Luisa Solé Moro: Universitat de Barcelona

A chapter in Advances in Digital Marketing and eCommerce, 2024, pp 300-307 from Springer

Abstract: Abstract In today’s digital age, Instagram has established itself as an essential platform for social media marketing, offering brands the opportunity to interact with their audiences. This study explores the most effective Instagram strategies implemented by companies to maximize audience engagement and growth on this platform. Relying on a qualitative approach, the practices implemented by 22 top digital marketing agencies in the Spanish market were evaluated, based on interviews conducted with expert digital marketing professionals from these agencies. The results suggest that most marketing professionals consider Instagram to be a key platform for communication and marketing strategies, highlighting its effectiveness in Social Media Marketing campaigns and its indispensable role in company marketing plans. Despite positive evaluations, some professionals criticize aspects such as browsing, limited visibility, high cost versus returns, ad saturation, and a limited focus on the B2B market. However, Instagram is highly valued for its ability to connect with stakeholders and achieve business objectives. This panorama underlines the importance of using a strategic and holistic approach in Instagram, highlighting content quality, audience interaction, and innovation.

Keywords: Instagram; Marketing Digital; Social Media Marketing; Brand Strategies; Engagement (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-62135-2_29

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DOI: 10.1007/978-3-031-62135-2_29

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