Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.
Duchon Filipo's insight:
This article explains the increase use of organisations using the popular social media platform, Instagram. Despite the fact that Facebook is the highest customer reach platform, consumer engagement on Instagram is 18 times more than Facebook. The article emphasises that consumers engage better with visual content. The use of hashtags (#) has allowed consumers to engage with brands which can reach other potential customer bases. As IMC is a strategic process, it is crucial that organisations choose platforms which their chosen target markets mostly use. It is likely that most brands use other social media platforms such as Facebook, YouTube and Twitter though it is important for an organisation to communicate a consistent message throughout all channels, campaigns and tools to contribute positively towards brand equity.
This article explains the use of branding communities using social media platforms such as Facebook and Twitter in order to monitor consumer's motivations to follow a brand. Due to the increase use of the internet, it has allowed business-to-consumer companies to engage better with consumers. More organisations are using social media platforms such as Facebook which allows them to directly reply and efficiently monitor consumer feedback. Also, consumers involved in the branding community are exposed to discounts and promotions which are usually not seen unless apart of the branding community. This is used as an incentive to consumers in order to gain brand loyalty and spread the word in order to recruit more members into the branding community. If a brand is associated with other non-materialistic values such as sponsoring non-profit organisations or charities, consumers are more likely to support and spread positive word-of-mouth. Furthermore, Forrester Research Inc's studies show that consumers prefer brand recommendations from friends and family. Therefore it is important for organisations to emphasise the incentives and discounts associated with a brand community in order for consumers to spread the word to their family and friends thus creating strong brand loyalty. The article also emphasises the importance that of which social media platform an organisation should use in order to engage with their target market and satisfy their needs.
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