Data, analytics and creative intuition: An analysis of how to optimise return on social media investment on Instagram

Ellie Mcdonald
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Ellie Mcdonald: Social and Content Manager, Bauer Media

Journal of Digital & Social Media Marketing, 2020, vol. 8, issue 1, 21-32

Abstract: Instagram is not just a brand-marketing tool. This in-depth analysis highlights the power of Instagram storytelling tactics in driving conversions and website traffic for content marketers, exemplified by the successes of global media brands such as the Guardian and Vice. This article explains how both the Guardian and Vice reformat their on-site content offering for mobile to appeal to their Instagram audiences, and also publish episodic series to attract new and existing audiences into regularly ‘tuning in’ to their content in a bid to boost on-platform engagement and on-site traffic. From these strategies, the Guardian has grown 79 per cent in Instagram followers in 12 months, while Vice’s Instagram Stories now sit at a 50 per cent retention rate. Additionally, this article emphasises the effectiveness of combining content strategies with social media strategies, and why it is imperative to be able to distinguish the differences between the two. The article also further educates content marketers on how to build-out a lucrative Instagram strategy and boost return on investment via data and analytics platforms, and campaign optimisation.

Keywords: Instagram; social media; social media strategy; content marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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