The effect of influencer marketing in dense content on brands on Instagram

Sammanfattning: Due to digitalization, marketing has shifted from traditional media into being common on the internet today. Dense content marketing is argued to be the strategy which is the most suitable for today’s online-society. Dense content focus on providing the customers with a lot of quality content in the smallest amount of space, weather it is through text, sound or picture. By using dense content, marketing communication is optimised to fit today’s customers who spend a lot of time on mobile devices. Instagram is a platform which provides an opportunity to both send out a company’s message by pictures through their own channel, but also through the usage of social media influencers and sponsored posts. Influencer marketing creates a shortcut to branding and dense content since some influencers has strong personal brands that transfers onto the brand. For companies, it is important to learn about dense content to be able to form a modern marketing strategy that differentiate them from their competitors. The purpose of this thesis was to research the effect of influencer marketing in dense content on brands on Instagram. Primary data has been collected through 15 qualitative interviews that was compared with the frame of references to create an analysis. The analysis is used to answer the research questions, identify branding strategies and increase knowledge about dense content. A part of the purpose was to identify strategies of branding through dense content on Instagram that can be useful for companies when developing their online marketing strategy. The study have provided information which makes it possible to identify strategies and make recommendations to companies that are interested in including this new marketing phonomenon into their branding strategies.