Marknadsföring på Instagram : Det digitala skyltfönstret

Sammanfattning: In this study we are focusing on Instagram and marketing. We want to know how Web 2.0 and social media creates a new place for companies to market themselves and mostly how they are using the social network Instagram. The amount of swedes using Instagram is 28% and that is the double of what it was a year ago. This creates a whole new place for companies to market themselves and most importantly; it’s free. Our question at issue is In what way is fashion and interior design companies using marketing and Web 2.0 on Instagram and how does it reach individuals? To get an answer we contacted eight different companies and asked if they would like to answer some questions. To get answers from individuals we sent out a survey on Facebook and in comment fields on big swedish blogs. We also interviewed eight of the individuals who had answered the survey to get more depth to their answers. The answers we got was that there is a person on every company who is in charge of marketing on Instagram. The companies want to inspire their followers to buy their products and they do this with nice pictures including the products. Sometimes they are arranging competitions for their followers but most importantly are they communicating with their followers. This is something that Web 2.0 brought to the table and it has changed marketing since the followers are determining the content now. Web 2.0 and smartphones also makes working outside the workplace possible. This creates a whole new work progress for the companies since they can use every moment to market themselves. The individuals want the companies to update them on news and discounts. The most important part for individuals is that it is not too obvious that the companies are on Instagram to advertise. They also don’t like it when the companies update too often since that makes the companies take over their Instagram. They want to be inspired by the companies and get to know the company behind the products.