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DIGITAL MARKETING & COMMUNICATION

day and another a month later. People forget If you make customers
and such post becomes practically invisible. unhappy in the physical world,
Be consistent, add new post at least once a they might each tell 6 friends.
day and don‘t forget your audience. It is im-
portant to build credibility and be seen. If you make customers
unhappy on the Internet,
AND HOW ABOUT INSTAGRAM? they can each tell 6,000 friends.
Today, Facebook is exaggeratedly conside-
red a social network for pensioners. A genera- Jeff Bezos
tion of younger millennials from Facebook fled
from the sight of their parents to Instagram, such a story can bring the desired commercial
which is simply a social network where photos effect very easily. You can afford strong crea-
of food, beautiful people and even unrealisti- tivity in stories, the Instagram platform allows
cally arranged lives dominate. Instagram is a you to insert gifs, music, buttons… you can de
network that knows much less „hates“ (intole- facto create small interactive stories that are
rant reactions) than, for example, Facebook or difficult to create elsewhere.
Twitter. Users go to Instagram to admire (whe- Instagram also has its specifics and local
ther products or people). However, Instagram communication has its written and unwritten
belongs to the same parent company as Face- rules. As already mentioned, Instagram is all
book, which makes it easier to work with ads about visuals and clear messages. The content
that can be „centrally controlled“. must be consistent and coherent, creating a
Instagram relies on visual content. This ne- meaningful whole. Instagram has a large num-
twork is especially popular with celebrities. In ber of filters that can be used to „enhance“ pho-
conjunction with Instagram, so-called influ- tos - once you opt for a filter here, always use
encer marketing works well - this means that the same one to maintain a consistent visual
your brand or product is promoted by someo- identity. It is suitable to use new techniques
ne influential, beautiful and popular, who has and high-quality camera-equipped mobiles
a solid crowd of fans. However, this cooperati- or even better, reflex cameras. Remember that
on is really expensive in the case of top influ- Instagram, like the entire Internet, is also mo-
encers, on the other hand it can be extremely ving towards a „moving image“, so don‘t forget
effective and it is not for nothing that quality about videos.
campaigns of multinational brands always Instagram requires a different approach
include a network of influencers. than Facebook. Nevertheless, from a techni-
For smaller brands, it is advisable to organize cal point of view, you practically need nothing
their influencers into so-called „micro influen- but your smartphone. It‘s just a matter of brin-
cer groups“, where even five thousand quality ging your viewers unique and engaging con-
followers can mean a good opportunity for tent - again, some posts should appear every
such a micro influencer - Instagrammer - to day. And it‘s extremely difficult to come up
reach a narrower target group. For brands, in- with original images every day - you should
volvement of such people in their promotion not put just any photo on Instagram, but only
can reduce costs. the best ones, the ones that evoke emotion
The so-called „stories“ a form of communi- and amazement. And you may soon run out
cation that lasts on Instagram only 24 hours of those. For Instagram, you need enthusiasm,
work very well, . Many users watch the stories patience and perseverance. It can work great
of their influencers as vigorously as they used for building a brand and raising awareness of
to watch popular TV shows, so advertising in your activities, but it needs a proper attention.
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