Bba Project

A PROJECT REPORT
On
RESEARCH ON BUSINESSES THAT USES INSTAGRAM

FOR MARKETING
For the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
SESSION (2019-2020)
(Name of Supervisor): Mrs. Shikha Tewari Name of Student: Shifa Ali
Designation: Assistant Professor Roll No: 0203393
Batch: B.B.A. (VI SEM 2019-20)
JAGRAN COLLEGE OF ART, SCIENCE AND COMMERCE
AFFILATED TO
C.S.J.M UNIVERSITY, KANPUR

RESEARCH ON BUSINESSES THAT USES INSTAGRAM FOR MARKETING
STUDENT’S DECLARATION
I, Shifa Ali student of B.B.A at Jagran College of Arts and Commerce, Kanpur hereby
declare that the project work entiled “RESEARCH ON BUSINESS THAT YSES
INSTAGRAM FOR MARKETING’ is compiled and submitted under the guidance of
Mrs.Shikha Tewari. This is my original work
Whatever, information furnished in this project report is true to the best of my knowledge.
Name: Shifa Ali
B.B.A. VI Semester,
Roll No: - 0203393
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ACKNOWLEDGEMENT
I would like to express my sincere, gratitude and regards to the Director Dr. M.P. Gupta,
Principal Dr. Ashmita Dubey for their constant inspiration , supervision and invaluable
guidance and providing me the infrastructural facilities like Library and Computer,
Laboratory, during the preparation of the project.
I would also like to extend my sincere gratitude to all my faculty members and
specially Mrs.Shikha Tewari respectively for giving their valuable suggestion
With regards
Signature of Student
Signature of Internal Guide
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PREFACE
This report is based on how businesses are using social media, preferably Instagram to
promote their businesses. In today’s time, social media has undoubtedly become a very
useful factor for businesses. Mostly all the B2C and even B2B businesses have their
presence on the platform that help them connect with their customers.
This report targeted more than 50 Micro, Small and Medium businesses to understand
how they are using Instagram for their business. The list included all sort of businesses
like manufacturing, retail, online, ecommerce as well as service based. The results were
used to carry out an analysis and other findings mentioned in the report.
Why use Instagram for your business?
It was created as a photo sharing platform for people to socialize. That may have been its
originally intended purpose, but it can kick-start businesses and help them reach their
sales goals?
Currently there are 1 billion monthly active users on Instagram and that number is still
growing. That’s 1 billion customers for your business to potentially target!
There are so many different social media platforms out there so why use Instagram?
Instagram is considered to be the best social media platform for engagement or your
ability as a brand to connect with your followers.
One can create a social media profile that highlights a brand’s mission and goals, show
products and capture leads and sales.
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Sr. No. Particular Page No.
1. Executive Summary 5
2. Introduction 6
3. Industry Profile /Company Profile 27
4. Review of Literature 40
5. Research Methodology 49
6. Research, Objective and Hypotheses 51
7. Analysis and Interpretation data 57
8. Findings 74
9. Recommendations 77
10. Conclusion 79
11. Limitation 81
12. Annexure 83
 Questionnaire
 Bibliography
INDEX
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SUMMARY
Instagram is a photo and video-sharing social networking service owned by Facebook,

Inc. It was created by Kevin Systrom and Mike Krieger, and launched in October 2010
exclusively on IOS. A version for Android devices was released a year and half later, in
April 2012, followed by a feature-limited website interface in November 2012, and apps
for Windows 10 Mobile and Windows 10 in April 2016 and October 2016 respectively.
After its launch in 2010, Instagram rapidly gained popularity, with one million registered
users in two months, 10 million in a year, and 800 million as of September 2017. In April
2012, Facebook acquired the service for approximately US$1 billion in cash and stock.
As of October 2015, over 40 billion photos had been uploaded to the service. Although
praised for its influence, Instagram has been the subject of criticism, most notably for
policy and interface changes, allegations of censorship, and illegal or improper content
uploaded by users.
All these factors make it perfect for use in by businesses to target customers and generate
sales.
Instagram comes with various features for businesses like a dedicated business profile,
hash tags, paid advertisements to reach more and more customers.
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CHAPTER-1
INTRODUCTION
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Social media are interactive computer-mediated technologies that facilitate the

creation or sharing of information, ideas, career interests and other forms of expression
via virtual communities and networks. The variety of stand-alone and built-in social
media services currently available introduces challenges of definition; however, there are
some common features:
1. Social media are interactive Web 2.0 Internet-based applications.
2. User-generated content, such as text posts or comments, digital photos or videos,

and data generated through all online interactions, is the lifeblood of social media.
3. Users create service-specific profiles and identities for the website or app that are
designed and maintained by the social media organization.
4. Social media facilitate the development of online social networks by connecting a

user's profile with those of other individuals or groups.
Users usually access social media services via web-based technologies

on desktops and laptops, or download services that offer social media functionality to
their mobile devices (e.g., Smartphone’s and tablets). As users engage with
these electronic services, they create highly interactive platforms through which
individuals, communities, and organizations can share, co-create, discuss, participate and
modify user-generated content or self-curated content posted online.
Networks formed through social media change the way groups of people interact and
communicate or stand with the votes. They "introduce substantial and pervasive changes
to communication between organizations, communities, and individuals." These changes
are the focus of the emerging fields of techno self studies. Social media differ from paper-
based media (e.g., magazines and newspapers) and traditional electronic media such
as TV broadcasting, Radio broadcasting in many ways, including quality,
reach, frequency, interactivity, usability, immediacy, and performance. Social media
outlets operate in a dialogic transmission system (many sources too many receivers). This
is in contrast to traditional media which operates under a mono-logic transmission model
(one source too many receivers), such as a newspaper which is delivered to many
subscribers, or a radio station which broadcasts the same programs to an entire city. Some
of the most popular social media websites, with over 100 million registered users,
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include Facebook (and its associated Facebook

Messenger), YouTube, WeChat, Instagram, QQ, QZone, Weibo, Twitter, Tumblr, Telegr
am, Baidu Tieba, LinkedIn, WhatsApp, LINE, Snapchat, Pinterest, Viber, VK, Reddit,
and more.
Observers have noted a wide range of positive and negative impacts of social media use.
Social media can help to improve an individual's sense of connectedness with real
or online communities and can be an effective communication (or marketing) tool for
corporations, entrepreneurs, non-profit organizations, advocacy groups, political parties,
and governments.
Advantages and Disadvantages of Social Media
When you know that 77 percent of U.S. Americans have a social media profile, it presents
a great opportunity for your business to start using social media marketing to reach new
leads. As you learn more about social media marketing, you may wonder about the
advantages and disadvantages of social media.
On this page, we’ll discuss the advantages of social media, as well as the downsides of
social media. If you want to learn more about social media marketing, call us today
at 888-256-9448 to speak with a strategist. Don't forget, we provide our services to clients
across the country, so whether you need social media marketing services in
Columbus or social media services right here in Harrisburg, we've got you covered.
Let’s get started!
What are the advantages of social media?
Social media is an excellent opportunity for you to grow your business.
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Here are seven benefits of using social media marketing.
1. YOU HAVE A DIRECT CONNECTION WITH YOUR AUDIENCE
Social media is one of the few marketing strategies that allow you to connect
directly with your audience. You know who is interested in your business because they
choose to follow your social media account.
This social media advantage helps your business in numerous ways:
 You get to know them better: When you know your audience better, you can
deliver more valuable content to them. You make the content more personalized
to their interests, which leads to more engagement on your page and with your
business.
 You provide better customer service: A direct connection with your audience
allows you to resolve issues easier. You can address them personally, deal with
their issues 1-on-1, and build your brand in a positive light in the process.
 You gain valuable insight about your customers: The direct connection with your
audience helps you get to know your audience better. You see who interacts with
your posts and how they interact with them. It helps you adapt your strategy to
make it better for your followers.
 You see how your audience perceives your business: It’s always good to know
how others view your business. With social media marketing, you know what
your audience thinks of your company. It’s a huge advantage of social media
marketing because you can capitalize on aspects people like about your business
and fix elements they don’t like.
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The direct connection with your audience is a great way to improve your overall
marketing campaign. You’ll get insight from your followers and be able to adapt your
social media strategy better to meet their needs.
2. YOU HAVE A DIRECT CONNECTION WITH YOUR AUDIENCE
Social media is one of the few marketing strategies that allow you to connect directly
with your audience. You know who is interested in your business because they choose to
follow your social media account.
This social media advantage helps your business in numerous ways:
 You get to know them better: When you know your audience better, you can
deliver more valuable content to them. You make the content more personalized
to their interests, which leads to more engagement on your page and with your
business.
 You provide better customer service: A direct connection with your audience
allows you to resolve issues easier. You can address them personally, deal with
their issues 1-on-1, and build your brand in a positive light in the process.
 You gain valuable insight about your customers: The direct connection with your
audience helps you get to know your audience better. You see who interacts with
your posts and how they interact with them. It helps you adapt your strategy to
make it better for your followers.
 You see how your audience perceives your business: It’s always good to know
how others view your business. With social media marketing, you know what
your audience thinks of your company. It’s a huge advantage of social media
marketing because you can capitalize on aspects people like about your business
and fix elements they don’t like.
The direct connection with your audience is a great way to improve your overall
marketing campaign. You’ll get insight from your followers and be able to adapt your
social media strategy better to meet their needs.
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3. YOU CAN CREATE ORGANIC CONTENT
The ability to post organic content for free is an incredible benefit of social media for
business. This opens many opportunities for your company to connect with valuable leads
at no cost. It’s one of the reasons why companies love using these platforms.
You can post as much content as you want to engage your audience too.
These platforms enable you to post photos, videos, and more, depending upon the social
media network. It’s a great way to put your brand out in front of people interested in your
business and help them get more familiar with it.
4. YOU HAVE ACCESS TO PAID ADVERTISING SERVICES
If you want to go beyond organic posting, there is an option to run paid advertisements.
Each social platform offers its own form of paid advertising. Your social media
advertising capabilities will vary depending upon your platform.
Paid advertisements offer your business the opportunity to connect with interested leads
that haven’t found your business yet. Social media platforms allow you to tailor your ads
to appear in the feeds of people who are looking for your products and services.
This creates a great opportunity for your business to expand your reach and obtain new
leads. You help more interested leads find your business, which results in new followers,
as well as conversions for your business.
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5. YOU BUILD YOUR BRAND
One advantage of social media marketing is the ability to build your brand. When you
connect with interested leads, you expose them to your brand. The ability to post organic
content for free allows you to build brand recognition repeatedly with your audience.
This builds brand loyalty. The more people get exposed to your brand, the more they
become familiar with it. Brand familiarity leads to more conversions down the line
because people tend to buy from brands they know well.
Social media also helps you build your brand because it enables sharing. You can share,
retweet, and re-pin content on these platforms. This means that followers can share your
content with their friends and family, which helps expose your brand to more people.
It’s an excellent way for you to gain new leads. You can reach leads that you wouldn’t
reach otherwise. It helps you grow your followers and earn more leads.
6. YOU DRIVE TRAFFIC TO YOUR WEBSITE
Social media is a great catalyst for driving traffic to your business’s website.
Most social media platforms allow you to post content with a link to your website. When
you create compelling content, you can entice your audience click on the link. This
directs them to your site, where they can learn more about your business.
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It’s a great opportunity for you to help your audience get more familiar with your
business.
They can check out your website and learn about your products and services.
Depending on your business, you can even let people use your site to book appointments
or pay bills. A dental social media marketing strategy, for example, may direct people to
the practice’s website to book their first appointment and complete any new patient
forms.
More traffic on your site also helps your other marketing efforts because you’ll drive
more relevant traffic to your page.
7. YOU CAN EVALUATE YOUR PERFORMANCE
The last advantage to social media marketing is the ability to assess your performance.
Whenever you run a marketing campaign, you want to know how it’s performing. Social
media platforms make it easy for you to track your campaign to see if you’re driving
valuable results.
You can determine how many people see your posts, comment, like, share, and more. If
you run an advertising campaign, you can view metrics for that, too. You’ll see metrics
like impressions, clicks, and conversions.
When you can evaluate your social media strategy’s performance, you can optimize it and
improve it to drive better results.
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8. YOU CAN CREATE VIRAL CONTENT
Perhaps the most unique advantage of social media is the ability to get help from your
followers. People love to share things with their networks, from photos and recipes to
interesting articles and hot deals.
Unlike other forms of Internet marketing, like your site and paid advertisements, content
on social media is often shared. However wide your reach, your followers can share with
their followers, who then share with their followers, giving you a wider reach (with lower
cost) than a traditional marketing campaign.
9. YOU CAN UNCOVER VALUABLE INSIGHTS
You can also use social media to gain valuable information about your customers that will
help you make smarter business decisions. For example, social listening allows you to
discover how people feel about your company and brand. With social listening, you can
uncover conversations about your business and answer questions about your offerings.
What do people like about your business? How can you improve your products and
services to better meet the needs of your target audience? Understanding the answers to
these questions can your business stand out from the competition and reach more people.
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What are the disadvantages of social media?
With any marketing strategy, there are always disadvantages. The disadvantages don’t
mean that the approach isn’t effective, but rather, present potential hurdles you may have
to jump through during your campaign.
Here are four downsides to social media:
1. YOU CAN RECEIVE NEGATIVE FEEDBACK
People use social media to post content they love, but they also use it to share experiences
they didn’t love. If someone had a poor experience with your business, it opens a door of
opportunity for them to share their poor experience with others.
This negative feedback comes in different forms. On platforms like Facebook, someone
can leave a negative review on your page and share their negative experience. When
someone checks out your business next, they’ll look at the reviews and see the negative
feedback.
On sites like Twitter, users can tag a company in their posts and share their negative
experience. People can retweet that poor experience and spread it across the network.
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Social media platforms are catalysts for complaining and leaving negative feedback.
People use their profiles to help others understand their poor experience. Many people
feel there is a social obligation to share their experience to prevent others from having the
same experience.
Having too much negative feedback can negatively impact your future marketing efforts.
People trust others to give them insight into your company, especially if it’s the first time
they are hearing of your business. With social media, it’s possible that negative feedback
can hinder your business from earning leads.
How to adapt to this social media disadvantage: Whenever you receive negative feedback
on social media, respond to it. Don’t leave people’s complaints and concerns
unaddressed. Not everyone is going to have a positive experience with your business, but
addressing the issues can speak volumes about your company and its values.
2. YOU OPEN UP THE POTENTIAL FOR EMBARRASSMENT
It’s easy for posts to go viral on social media. People keep a close eye on the good and the
bad on social media. If you aren’t careful about the content you post, you can end up
embarrassing your company and getting caught in an awkward situation.
For example, at one point, the hashtag “Why Stayed” was trending on social media. This
hashtag was about victims of domestic violence sharing their story. The hashtag took
social media by storm and became a facilitator for conversations about abusive
relationships.
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DiGiorno Pizza saw this hashtag trending and decided to jump in on an opportunity for
brand exposure. They shared a tweet that said, “#Why Stayed you had pizza.” Within
minutes, people became outraged at the company for their tweet.
The pizza company hadn’t researched the tweet beforehand to realize what it was
regarding. The tweet was deleted in minutes, but the impact lasted a long time. People
were still talking about the tweet long after it was removed.
This was an embarrassing moment for DiGiorno that blew up over social media. They
spent the next few weeks doing damage control and addressing their mistake with
thousands of people on Twitter. The carelessness of the tweet made people have a
negative perception of DiGiorno.
When you post on social media, there is always an opportunity to embarrass your
business on accident. This is a big downside to social media.
How to adapt to this social media disadvantage: Always do your research before posting
content on social media. Whether it’s a photo, a hashtag, or a video, do your research to
see if there is any way it could be construed the wrong way. Research helps you adapt
your content to prevent your company from embarrassment.
3. YOU MUST SPEND A LOT OF TIME ON YOUR CAMPAIGNS
Social media isn’t a one and done type of marketing method. You must constantly create
new content, post content, and engage with your audience on these platforms. A big
drawback to social media is that it is time-consuming for companies.
If you have a small business, small marketing department, or limited resources, it’s
challenging to manage a social media marketing campaign.
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You have to find time to balance posting content, monitoring that content, responding to
people, and measuring your content’s impact. If you don’t have the resources, it can be an
overwhelming task.
If you aren’t doing enough with your social networks because you don’t have time,
people, or program to help you run your marketing strategy, your campaigns will suffer.
You won’t be as effective as someone who has the necessary aspects to run a successful
social media campaign.
How to adapt to this social media disadvantage: If you don’t have the resources,
consider outsourcing your social media marketing campaign to a social marketing
company. You can hire a social media marketing company to handle your campaign for
you while you run your business. Not to mention, you’ll partner with people who have
years of experience running campaigns and know how to drive success!
4. YOU HAVE TO WAIT TO SEE RESULTS
When companies invest in marketing strategies, they want to see immediate results. You
want to know that your strategies are working and that the investment is worth your time.
With social media marketing, you don’t see immediate results.
Social media marketing’s success is predicated on the campaign’s overall success.

Posting one piece of content doesn’t determine the success of your campaign. You must
post multiple pieces of content over a period of time to determine the true success of your
campaign.
This is a downside of social media because you have to wait to see results. You must be
patient and wait a few weeks to see results before you can adjust your campaign.
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How to adapt to this social media disadvantage: The only true adaptation for this downfall
is to be patient. You must remind yourself that you can’t see true immediate results until
your campaign is running for some time. The best thing you can do is track the
performance of your social media posts as you post them to have them ready for
comparison once your campaign is running for some time.
Let’s Talk About Instagram That Is a Platform of Social Media
Instagram (also known informally as IG or Insta) is an American photo and video-

sharing social networking service owned by Facebook, Inc. It was created by Kevin
Systrom and Mike Krieger, and launched in October 2010 exclusively on iOS. A version
for Android devices was released a year and half later in April 2012, followed by a
feature-limited website interface in November 2012, a Fire OS app on June 15, 2014 and
an app for Windows 10 tablets and computers in October 2016. The app allows users to
upload photos and videos to the service, which can be edited with various filters, and
organized with tags and location information. An account's posts can be shared publicly
or with pre-approved followers. Users can browse other users' content by tags and
locations, and view trending content. Users can like photos and follow other users to add
their content to a feed. The service was originally distinguished by only allowing content
to be framed in a square (1:1) aspect ratio with 640 pixels to match the display width of
the iPhone at the time. These restrictions were later eased in 2015, with an increase to
1080 pixels. The service also added messaging features, the ability to include multiple
images or videos in a single post, as well as "Stories"—similar to its main
competitor Snapchat—which allows users to post photos and videos to a sequential feed,
with each post accessible by others for 24 hours each. As of January 2019, the Stories
feature is being used by 500 million users daily.
After its launch in 2010, Instagram rapidly gained popularity, with one million registered
users in two months, 10 million in a year, and 1 billion as of May 2019. In April 2012,
Facebook acquired the service for approximately US$1 billion in cash and stock. As of
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October 2015, over 40 billion photos had been uploaded to the service. Although praised
for its influence, Instagram has been the subject of criticism, most notably for policy
and interface changes, allegations of censorship, and illegal or improper content uploaded
by users.
As of January 2020, the most-followed person is footballer Cristiano Ronaldo with over
200 million followers, and the most-followed woman is singer Ariana Grande with over
173 million followers.
As of January 14, 2019, the most liked photo on Instagram is a picture of an egg, posted
by the account @world_record_egg, created with the sole purpose of surpassing the
previous record of 18 million likes on a Kylie Jenner post. The picture currently has over
53 million likes. Instagram was announced to be the 4th most downloaded mobile app of
the decade, from 2010 to 2019.
The Advantages and Disadvantages of Instagram for Business
“The Advantages and Disadvantages of Instagram for Business” written by Mike Marko.
You’ve probably heard about Instagram and what it can do in marketing a business. And I
bet you are now wondering if you should be using Instagram as a social media marketing
platform for you business.
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A lot of business owners are using this platform because of the advantages it can bring to
their business.
Now, maybe you’re thinking of using Instagram too as a social media marketing platform
for your business. If you have that thought right now, then you should definitely do it.
When we started marketing online, we didn’t pay Instagram too much attention. We were
primarily focused on Facebook because that was what we knew.
Advantages of Instagram vs. Disadvantages of Instagram
Just like any other social networking platforms, there are pros and cons of using
Instagram. This shouldn’t be much of a deal because there’s no such thing as “the perfect
platform” to market your business.
You just need to plan on how to get the best of using Instagram and avoid the potential
problems of its flaws. With that said, it’s important to know the advantages and
disadvantages it can bring to your business.
Knowing the advantages and disadvantages can help you better create the marketing plan
for your business.
Personal Instagram vs. Instagram for Business
While there are over 25 million Instagram for business profiles, setting up a personal
profile is still the first thing you’ll need. So, why should you take the extra step to set
your profile up to be a business profile?
Some professionals prefer to stick to their personal Instagram profiles. However, if you
see Instagram Insights, running ads and extra contact options as important factors, then
you should consider making the switch to Instagram for business.
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Instagram Insights, in particular, is one of Instagram’s best features. This is mostly

because professionals with Instagram for business can use it to get detailed information
about their followers and audience who interact with their posts.
With the data that Instagram Insights provides, business owners can easily adjust their
online marketing strategy for best results.
Having a contact button right below your Instagram for business bio also makes it easier
for users to reach you. This saves them from using up too much time trying to find your
contact details or messaging you on an app where their Direct Message or comment might
get overshadowed.
Advantages of Instagram for Business
Instagram has all the features you need to market a business. That’s the reason why it
became one of the most popular social media platforms for marketing a business. Also,
using it can bring the following advantages to your business.
i. Instagram is About Photos
Instagram makes it very easy to post pictures and video from your Smartphone.
Posts of images on Instagram remain there forever as long as the user does not remove
them.
ii. Instagram Connects You to Your Target Audience
Instagram is the fastest growing social network.
It currently has 800 million monthly active users and over 40 billion shared photos.
The large number of active users on Instagram is uploading 95 million photos every
day. The uploaded photos on this platform are getting 4.2 billion likes per day.
iii. Instagram Has High Engagement Rate
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Instagram can also give a high engagement rate to your contents due to its large number
of active users. In fact, Instagram has the most engaged users compared to other social
media platforms.
The engagement rate on Instagram is 70% higher than Facebook. Aside from that, its
follower growth is 9% higher than the follower growth on Twitter (at 0.11%).
iv. Instagram Lets You Post Your Contents Easily
Since Instagram is made specifically for Smartphone, you can post your contents anytime
and anywhere as long as there’s an internet connection.
You can also make your Instagram posts appear on your other social media accounts. To
do this, just link your account to your Facebook, Tumbler or Twitter account.
v. Instagram Gives Visual Representation of Your Business
Instagram is the best platform for visually promoting your brand or products. With that
said, posting eye-catching photos of your products can increase your sales.
People tend to engage more on contents with an interesting photo than with plain texts
only.
However, you shouldn’t just focus on posting a good image. Your Instagram post should
also make use of the description field.
And posts can drive more engagement if it comes with an interesting caption and a
relevant hashtag.
vi. Instagram Allows You to Respond Quickly
If you’re marketing your business online, you have to be active in your niche.
Make sure that you’re responding to your audience’s messages and comments. Since
Instagram is specifically made for Smartphone, you can respond to them easily.
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People will more likely trust your brand if you’re connecting with them. It’s important to
have a two-way communication between you and your target audience. By doing this,
your audience is assured in trusting your products and services.
vii. Instagram Can Increase Your Reach
Your posts on Instagram will remain there forever as long as you’re not removing them.
That’s why your old posts can still give you a handful of engagement. However, you need
to use hashtags if you want this to happen.
All of your Instagram posts can help you increase your reach. Just make sure that your
posts are aimed and visible to your target audience. When used properly, hashtags can be
a powerful way to increase the visibility of your posts.
You can use a lot more hashtags in Instagram posts compare to Twitter, and still be free
of penalties like that of Twitter.
Disadvantages of Instagram for Business
Probably the first Instagram disadvantage that comes to mind is that Instagram isn’t a
platform that just focuses on businesses. Usually, people are using Instagram to pass time
and connect with other people. There are only a small percentage of users who have an
intention of buying something they see on their feed.
With that said, using Instagram as the only platform to market your business leads to the
following additional disadvantages.
i. The Biggest Advantage is its Disadvantage
The main advantage of Instagram can also be its biggest disadvantage: it relies on images.
That means you need to be very mindful of the images you post because it’s the image
that will attract followers.
Poor pictures will have peopled that follow you skip your page in their feed and not read
the messages in your description.
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Instagram pictures need to be square to be most effective. Loading non-square images

will cause parts of the images to not show in the feed. That means your message or
branding can look sloppy because not all the words, etc, may be shown.
ii. Not Everyone Is on Instagram
This is one of the most obvious disadvantages of Instagram; Instagram is only an iPhone
and Android app. If you have a Blackberry, or Linux it won’t work. That means you
won’t actually reach your target audience.
That‘s why it’s advisable to use other social networking platforms to increase brand
awareness. Fortunately Facebook owns Instagram, and their integrated marketing
platform makes it easy to reach a larger audience.
iii. Limitations on Your Contents
On Instagram, you can’t further explain the product in your post. You’re only allowed to
upload a video that’s 60 seconds long (note that this was recently changed to 60 minutes).
Also, the ideal length of captions on Instagram is 138-150 characters. For advertisements,
the ideal length of the caption is 125 Characters.
If you’re planning to use multiple hashtags, it’s advisable to use just 5 to 10. Using too
many hashtags may result in getting your account banned.
iv. Instagram Posts Don’t Support Clickable Links
The ideal length of captions already circles around 125-150 characters. It can feel even
more restricting if you want to lead them to a site outside of Instagram.
Why? Well, you can’t include a link in your caption because they won’t be able to click
on it.
You also shouldn’t leave a link to a site outside of Instagram, expecting your audience to
select, copy, and paste it on their browser. That’s too much work for users who are using
an app where they only scroll through their feed and double-tap a post that they like.
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So, instead of a link, you need to think of a creative way to invite them to visit the site on
their own. You also have the option of inviting them to visit your Instagram for business
page and leave the link to your website in your bio instead.
v. Advertising Is More Difficult
It’s more difficult to target local markets on Instagram compared to Facebook or Twitter.
Instagram has fewer options in narrowing down your target audience. Also, you will be
forced to rely on organic traffic.
Large businesses can only afford the advertisement on this platform. The average CPC on
Instagram is around $0.50 – $1.00.
MARKET REACH
Following the release in October, Instagram had one million registered users in December
2010. In June 2011, it announced that it had 5 million users, which increased to 10
million in September. This growth continued to 30 million users in April 2012, 80 million
in July 2012, 100 million in February 2013] 130 million in June 2013, 150 million in
September 2013, 300 million in December 2014, 400 million in September 2015, 500
million in June 2016, 600 million in December 2016, 700 million in April 2017, and 800
million in September 2017.
In October 2016, Instagram Stories reached 100 million active users, two months after
launch. This increased to 150 million in January 2017, 200 million in April, surpassing
Snap chat’s user growth and 250 million active users in June 2017.
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In June 2011, Instagram passed 100 million photos uploaded to the service. This grew to
150 million in August 2011, and by June 2013, there were over 16 billion photos on the
service. In October 2015, there existed over 40 billion photos.
Hence, Instagram has become one of the best tools to connect with customers online.
INVESTMENT
Here’s a list of all the investors of Instagram.
 Sequoia Capital
 Benchmark
 Greylock Partners
 Thrive Cap
CHAPTER-2
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COMPANY
PROFILE
About the Company
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 Founders- Kevin Systrom, Mike Krieger
 Developers- Facebook
 Initial release- 6 Oct, 2010
 Operating System- IOS, Android, Windows 10
 Size- 165 MB(IOS)/ 34 MB (Android)
 Available in- 36 Languages
 Website Alexa ranking- 16
 Website- instagram.com
ABOUT THE FOUNDERS
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Adam Mosseri (founder)
Adam Mosseri is the Head of Instagram where he oversees all functions of the business
including engineering, product and operations. A designer at heart, Adam is known for
balancing sharp design thinking with thoughtful product strategy to create experiences
that bring people together and encourage authentic communication.
Adam has been at Facebook for more than ten years. He was design director for
Facebook's mobile apps and then moved into product management where he led the News
Feed product and engineering teams for many years. He was Head of News Feed prior to
joining Instagram where he oversaw product before managing the entire organization.
Kevin Systrom (Co-founder)
Kevin Systrom co-founded Instagram and served as CEO for 8 years before leaving the
company in September 2018 to pursue his next passion project. With Kevin’s focus on
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simplicity and inspiring creativity through solving problems with thoughtful product
design, Instagram became the home for innovation on visual storytelling launching
dozens of products including Stories and IGTV.
Prior to founding Instagram, Kevin was part of the startup Odeo, which later became
Twitter, and spent two years at Google working on products like Gmail and Google
Reader. He graduated from Stanford University with a BS in Management Science &
Engineering.
Mike Krieger (Co-founder)
Mike Krieger co-founded Instagram and served as Instagram's Head of Engineering for 8
years, before leaving the company in September 2018 to explore new projects. Mike
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focused on building a broad range of creative products to empower the community on

Instagram to connect with their interests and passions. In addition, Mike grew the
engineering organization to more than 400 employees in Instagram offices located in
Menlo Park, New York and San Francisco.
HISTORY
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Instagram began development in San Francisco as Burbn, a mobile check-in app created
by Kevin Systrom and Mike Krieger.] Realizing that Burbn was to similar to Foursquare,
Systrom and Krieger refocused their app on photo-sharing, which had become a popular
feature among Burbn users. They renamed the app Instagram, a portmanteau of instant
camera and telegram.
2010: Beginnings
On March 5, 2010, Systrom closed a $500,000 seed funding round with Baseline
Ventures and Andreessen Horowitz while working on Burbn. Josh Riedel joined the
company in October as Community Manager, Shayne Sweeney joined in November as an
engineer, and essica Zollman joined as a Community Evangelist in August 2011
The first Instagram post was a photo of South Beach Harbor at Pier 38, posted by Mike
Krieger on July 16, 2010.
Systrom shared his first post, a picture of a dog and his girlfriend's foot, a few hours later
(at 9:24 PM). It has been wrongly attributed as the first Instagram photo due to the earlier
letter of the alphabet in its URL.
On October 6, 2010, the Instagram iOS app was officially released through the App Store.
2011: Major funding
In February 2011, it was reported that Instagram had raised $7 million in Series
A funding from a variety of investors, including Benchmark Capital, Jack Dorsey, Chris
Sacca (through Capital fund), and Adam D'Angelo. The deal valued Instagram at around
$20 million. In April 2012, Instagram raised $50 million from venture capitalists with a
$500 million valuation.[28] Joshua Kushner was the second largest investor in
Instagram's Series B fundraising round, leading his investment firm, Thrive Capital, to
double its money after the sale to Facebook.
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2012: Android release, Facebook acquisition and web launch
On April 3, 2012, Instagram released a version of its app for Android phones, and it was
downloaded more than one million times in less than one day.
On April 9, 2012, Facebook, Inc. bought Instagram for $1 billion in cash and stock, with
a plan to keep the company independently managed. Britain's Office of Fair
Trading approved the deal on August 14, 2012, and on August 22, 2012, the Federal
Trade Commission in the U.S. closed its investigation, allowing the deal to proceed. On
September 6, 2012, the deal between Instagram and Facebook officially closed with a
purchase price of $300 million in cash and 23 million shares of stock.
The deal closed just before Facebook's scheduled initial public offering according to
CNN. The deal price was compared to the $35 million Yahoo! paid for Flickr in
2005. Mark Zuckerberg said Facebook was "committed to building and growing
Instagram independently." According to Wired, the deal netted Systrom $400 million.
In November 2012, Instagram launched website profiles, allowing anyone to see user
feeds from a web browser with limited functionality.
2014: Android update and Facebook Places
The Android app has received two significant updates: first, in March 2014, which cut the
file size of the app by half and added performance improvements; [45] [46] then in April
2017, to add an offline mode that allows users to view and interact with content without
an Internet connection. At the time of the announcement, it was reported that 80% of
Instagram's 600 million users are located outside the U.S., and while the aforementioned
functionality was live at announcement, Instagram also announced its intention to make
more features available offline, and that they were "exploring an iOS version “Since the
app's launch it had used the Foursquare API technology to provide named location
tagging. In March 2014, Instagram started to test and switch the technology to
use Facebook Places
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2015: Desktop redesign
In June 2015, the desktop website user interface was redesigned to become
more flat and minimalistic, but with more screen space for each photo and to resemble the
layout of Instagram is mobile website. Furthermore, one row of pictures only has three
instead of five photos to match the mobile layout. The slideshow banner on the top of
profile pages, which simultaneously slide-showed seven picture tiles of pictures posted by
the user, alternating at different times in a random order, has been removed. In addition,
the formerly angular profile pictures became circular.
2016: Interface redesign and Windows app
On May 11, 2016, Instagram revamped its design, adding a black-and-white flat
design theme for the app's user interface, and a lesser skeuomorphistic, more abstract,
"modern" and colorful icon. Rumors of a redesign first started circulating in April,
when The Vergereceived a screenshot from a tipster, but at the time, an Instagram
spokesperson simply told the publication that it was only a concept.
On December 6, 2016, Instagram introduced comment liking. However, unlike post likes,
the user who posted a comment does not receive notifications about comment likes in
their notification inbox. Uploaders can optionally decide to deactivate comments onto a
post.
In April 2016, Instagram released a Windows 10 Mobile app, after years of demand from
Microsoft and the public to release an app for the platform. The platform previously had
a beta version of Instagram, first released on November 21, 2013 and also compatible
with Windows Phone 8. The new app added support for video (viewing and creating posts
or stories, and viewing live streams), album posts and direct messages. Similarly, an app
for Windows 10 personal computers and tablets was released in October 2016. In May,
Instagram updated its mobile website to allow users to upload photos, and to add a
"lightweight" version of the Explore tab.
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On April 30, 2019, the Windows 10 Mobile app was discontinued, though the mobile
website remains available as a progressive web application with limited functionality. The
app also remains available on Windows 10 computers and tablets.
2018: Management changes
On September 24, 2018, Krieger and Systrom announced in a statement they would be
stepping down from Instagram. On October 1, 2018, it was announced that Adam
Mosseri would be the new head of Instagram.
2019: Feature changes, Reels
During Facebook F8, it was announced that Instagram would, beginning in Canada, pilot
the removal of publicly-displayed "like" counts for content posted by other users. Like
counts would only be visible to the user who originally posted the content Mosseri stated
that this was intended to have users "worry a little bit less about how many likes they're
getting on Instagram and spend a bit more time connecting with the people that they care
about." It has been argued that low numbers of likes in relativity to others could
contribute to a lower self-esteem in users. The pilot began in May 2019, and was
extended to 6 other markets in July. The pilot was expanded worldwide in November
2019. Also in July 2019, Instagram announced that it would implement new features
designed to reduce harassment and negative comments on the service.
In August 2019, Instagram also began to pilot the removal of the "Following" tab from
the app, which had allowed users to view a feed of the likes and comments made by users
they follow. The change was made official in October, with head of product Vishal Shah
stating that the feature was underused and that some users were "surprised" when they
realized their activity was being surfaced in this manner.
In November 2019, it was reported that Instagram had begun to pilot a new video feature
known as "Reels". It is similar in functionality to the Chinese video sharing
service TikTok, with a focus on allowing users to record short videos set to pre-existing
sound clips from other posts.
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Using Instagram for Business
More than 25 million companies worldwide are already using Instagram for business, and
more than 200 million users visit at least one business profile every day.
As Facebook refocuses on connecting people with content from family and friends,
Instagram has become “the new home for brands,” where engagement is high, followers
are brand-loyal, and real business goals can be achieved.
Here’s how you can use Instagram for your business:
1) Get an Instagram business account:
If you already have a personal Instagram account with brand-appropriate content and an
established following, you might want to simply convert it to an Instagram business
account. This gives you access to all the business features but makes the transition
seamless for your existing followers.
You could also choose to create a brand-new Instagram business account. This is the right
choice if you don’t have an existing personal account, or if your personal account does
not accurately represent your business.
Step 2: Create a winning Instagram strategy
Before you can decide what kind of content to post in Instagram, you need to think about
who’s going to see it.
The vast majority of Instagram users are under the age of 35, with a fairly close split
between male and female users. The United States has the largest number of Instagram
users, closely followed by India, Brazil, and Indonesia. That’s good information to get
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you started, but you need to go beyond these overall Instagram demographics to define a
target audience unique to your brand.
Since defining your target market is one of the most important parts of your marketing
strategy for any marketing tool, we’ve created a step-by-step guide that explains all the
details. Here’s the short version:
 Determine who already buys from you.
 Check the analytics on your other social media channels to learn who follows you
there.
 Do some thorough competitor research.
 Create a clear value statement for your brand.
Step 3: Optimize your profile
You entered some basic profile information when you first created your Instagram
business account. Now it’s time to optimize your profile for the best results.
Tweak your bio. Your Instagram bio is only 150 characters long, but it needs to do a lot
of heavy lifting. It tells first-time visitors who you are, what your brand is all about, and
why they should care.
How do you cram so much information into such a small space, while also conveying
brand personality?
Step 4: Share great content
Create a visual aesthetic for your brand. Instagram is all about the visuals, so it’s
important to have a recognizable visual identity.
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First, think about what you will showcase in your posts. In some cases, the content will be
obvious: a clothing line might showcase its clothes, and a restaurant might post photos of
its food.
If you offer services, try showcasing customer stories (maybe gathered through a branded
hashtag). Or go behind the scenes to highlight office life or introduce fans to the people
who make your company tick.
Step 5: Grow and engage your audience
Follow and engage with relevant Instagrammers. Social networks are all about
community. A community relevant to your brand already exists on Instagram. You just
have to find them. One way to do that is to engage with people and brands they already
follow. Start by monitoring industry hashtags and commenting on appropriate Instagram
posts. Follow the people who participate in these discussions. This is a simple way to
make your presence known to people who are likely to be interested in your content.
As you get more involved in Instagram communities, you’ll get a sense of the hashtags
that inspire the most response.
Step 6: Measure success and make adjustments
Track results with analytics tools. Once you’re using Instagram to promote your business,
you need to check in regularly to see how your progress matches up to your business
goals. You’ll want to track the results of individual posts, ads, and stories, as well as your
Instagram business account as a whole.
There are a lot of numbers to keep an eye on, but there are plenty of analytics tools to
help you keep it all sorted.
In the mobile age, there's nothing your prospects crave more than visual stunning,
creative, and engaging content.
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Visual content is key, because people remember 80% of what they see, compared 20% of
what they read and 10% of what they hear. So, what do you want your visual content to
say about your brand?
Not only should you consider posting more photos and videos on social media, but a great
platform for engaging with your content is Instagram. With over 400 million active daily
users, Instagram usage has doubled in the last two years.
With over 500 million active monthly users, it’s no surprise the platform is used by
48.8% of brands -- and it doesn’t hurt that consumers and users on Instagram upload
somewhere up to 40 million photos a day!
Locowise found that 75% of Instagram users take action, such as visiting a website, after
looking at an Instagram advertising post.
An example of a brand using Instagram-
Nike is an inspiring brand for aspiring and professional athletes. You won’t find their
Instagram a stream of athletic sneakers, but highlighting record breaking sports
highlights, influential sports moments, and inspiring athletes to keep doing what they
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love. I love that they’re using Instagram to highlight and promote their campaign around
equality to connect with their audience, build awareness, and generate engagement.
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CHAPTER-3
REVIEW
OF LITERATURE
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Literature review
Marketing
Marketing can be defined as the activity, set of institutions, and processes for creating,
communicating, delivering and exchanging offerings that have value for customers,
clients, partners and society at large. Marketing activities centre’s on an organization’s
efforts to satisfy customer wants and needs with products and services that offer
competitive value. (Keegan & Green, 2015) (1)
Direct marketing
The Direct Marketing Association defines direct marketing as any communication

with consumer or business recipient that is designed to generate a response in the form of
an order, a request for further information and/or a visit to a store or other place of
business. (1)
Companies use direct mail, telemarketing, television, print and other media to generate
responses and build databases filled with purchase histories and other information about
customers. (Keegan & Green, 2015)(2)
Direct marketing is connected to a focused segmentations strategy, which is targeting a

specific target group and/or segment. It is a fairly easy method if here is access to
databases with customer records. (Berzelius & Wildenstam, 2011) (3)
Word of mouth (WOM)
WOM communication is a general concept of interpersonal interaction (Walsh &

Mitchell, 2010) and is perceived as an important means for influencing consumer buying
decisions (Keller, 2007). In many cases it has been founded that it is more effective than
advertising or direct personal sales (East, Hammond, Lomax & Robinson, 2005) mainly
because it is perceived to be more credible and flexible (Steffens & Burgee, 2009)(1)
More than a decade ago, WOM was defined as “informal, person to person
communication between a perceived non-commercial communicator and a receiver
regarding a brand, product, organization or a service. (Harrison-Walker, 2001)(2)
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Consumers tend to engage in WOM communication and share their product or service
information, which is typically generated from direct personal experience (HennigThurau,
Gwinner, Walsh & Gremier, 2004) (3)
Electronic Word-of-mouth (e-WOM)
With the development of Internet technologies, traditional word-of-mouth communication

has been extended to electronic media, such as online discussion forums, newsgroups,
blogs, review sites and social networking sites. (Li & Du, 2011)(1) Giving consumers
new ways to connect with one another, including e-mail, online forums, wikis,
recommendation sites and social media. (Hennig-Thurau, Malthouse, Friege & Gensler,
2010) Everyone can share their opinion and experience related to products with complete
strangers who are socially and geographically dispersed. (Duan, GU & Whinstone, 2008)
This new form of word of mouth, known as electronic word of mouth (e-WOM) has
become an important factor in shaping consumer purchase behavior. (Ibid) (2)
Inbound marketing
Is a category of marketing were the company chooses to be seen in different channels on

the Internet. The focus area is that the seller gets the buyer to find the company/website
instead of identifying a target group and market him or herself to it. According to
Halogen & Shah (2010) there are four dominant strategies that are more frequently used
then others:
 SEO
 Content Marketing
 Blogs
 Social Media
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Branding
"Your brand is what other people say about you when you are not in the room.”
- Jeff Bezos, CEO Amazon
A company’s brand is a complex mix of experiences in the customer´s mind. Brands

have two important functions. First, making the customers believe in the specific product
by connecting it to a particular company. Second, brands help customers to organize their
shopping by choosing specific products from a company (Keegan & Green, 2015) (1)
Customers integrate all their experiences of observing, using, or consuming a product

with everything they read and hear about it. Information about products and brands come
from a variety of sources and cues, including advertising, publicity, word of mouth, sales
personnel, and packaging. The sum of these impressions is brand image. (Keegan &
Green, 2015) (2)
Brand Equity
Another concept when describing brand and the role of branding is brand equity. The
concept of brand equity has been one of the most popular and potentially important topics
in marketing the last couple of years. Marketers approach and define it very different but
they all agree on that brand equity should be defined in terms of marketing effects
uniquely attributable to a brand. (Keller, 2009) (3)
Brand equity relates to the difference of a product if it is identified by its brand or not
(Ibid). Brand equity is described in four different stages, as presented below in figure 2.
Firstly identity, it is important that the customers know who the company is and what it
stand for. (4)
Second stage is meaning, what do the customer associates with the brand and what is core
of the brand. Third stage is response from the customers, the customer’s opinions about a
brand. Fourth stage is about relationships, what the relationship is with the customers
(Keller, 2008) Figure 2 Brand Equity Source: Keller, 2008(5)
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Social Media
Social media refers to activities, applications and behaviors among communities of

people who gather online to share information, knowledge and opinions by using
conversation media. Conversation media are web-based programs, which allows the user
to create and easily transfer forms of words, pictures, video and audio files. (Safko, 2012)
Mobile devices such as Smartphone’s and IPods enable people to be active on social
media at any time (Kelly, 2014) (1)
With the development of social media, customers are no longer just passive recipients of
brand related marketing messages (Pentina & Koh, 2012) nowadays it is a two way
communication and everybody can feel involved (Carlsson, 2009). The receiver today is
more engaged, gives feedback and has conversations with directly with companies. The
consumers are creating their own content and share it with others. (Pentina & Koh, 2012)
(2)
This leads to both opportunities and disadvantages for the company because of the lack
of control over what is written on forums. There can be negative reviews, which can hurt
the company. There is a lot of possibilities when it comes to social media, companies can
influence the customer, make them feel involved and make them more engaged which
leads to a more personal relationship with the customer. (Clapperton, 2009) (3)
According to a survey from 2011, only 15 % of companies bothered to answers on their

followers and customer’s requests on social media. This means that 85 % are ignoring
social media as a customer’s service channel, which could hurt the company in form of
bad publicity and missed sales. (Řežab, 2011) (4)
If companies work strategic there are big possibilities to be seen in a positive way on
social media. According to Safko (2012) there are three ground rules when working with
marketing on social media:
 Creating conversation about the brand

 These conversations cannot be controlled but influenced
 Influence is the foundation upon which all economically sustainable relationships
are built
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Strategies and recommendations for social media
Safko (2012) states that there are four keystones when successfully building a social
media strategy:
 Collaboration
 Education
 Entertainment
 Communication
These keystones are in different ways used to involve and engage the followers and
create likes and comments on posts. Collaboration is used when asking an open question
to the followers. (Safko, 2012) Education can involve some information about the
company or a specific product. Sometimes just for entertaining followers with an amusing
picture. It is important to have a mix of these four components to have a successful
strategy. (1)
Kaplan and Haenlein give recommendations on how to use social media. First of all, one
needs to choose a social media that fits the purpose and where the customers are present.
Further, if a company uses several social media and/or combines with traditional
marketing it is important that all the channels are aligned and integrated with each other
to avoid ambiguity and sending mixed signals. Lastly, there should be a framework for
how to use the social media channels. (Kaplan and Haenlein, 2010) (2)
Kaplan and Haenlein give 5 tips about being social on social media:
1. Be active - Engage users

2. Be Interesting - Provide reason for customers to interact with you and themselves
3. Be humble - Learn how to use the social media
4. Be unprofessional - Try to mix with other users and avoid being stiff
5. Be honest - Respect the rules (if any) of the social media of use (2010)
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Man gold and Faulds (2009) provide some tips for how companies should use social
media for their benefit some interesting are:
1. Engage consumers by letting them provide feedback since in a community where

feedback is accepted consumers are more likely to be encouraged to communicate
and engage with other customers and/or the brand.
2. Share information because when customers feel knowledgeable about a
company, product or service they are more likely to talk about them.
1. “Be outrageous” as user are more probable to communicate about things that are
uncommon.
2. Give exclusivity because consumers enjoy feeling special which can be made by
offering special products, services or deals only for a part of the customers.
Instagram
Instagram is an application for Smartphone’s that provides a service to take pictures or

upload a video of 15 seconds and share it with followers. The photo or video can also be
added with a description (caption) and make them searchable with hashtags or and retags.
The pictures can be directed to a specific account by adding @ followed by the username
in the caption. (Instagram, 2015) (1)
Hashtag is a way of highlighting a word or a phrase but putting it behind a # which makes
it searchable. All photos with the same hashtag are gathered in the same place on
Instagram. (2)
Geotag is making a picture searchable by tagging it with a geographic place. All photos
with the same hashtag are gathered in the same place on Instagram. (3)
Instagram Strategies
The Instagram account has to have a complete profile with a short and precise company
description, a relevant profile picture and a link to the website/web shop. It also has to
have updated contact information and perhaps links to other social media forum if they
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are used. It is important that the company is active with sharing posts to get spreading and
continuity. To create brand awareness it is important to be consistent throughout all
channels that the company uses. (Hemley 2013; Bunskoek, 2014) (1)
To create the biggest possible engagement from followers it is very important to be active
and there is two ways to be that on Internet, either on the company’s own account when
posting pictures or on other accounts by liking and commenting. When doing this is
shows gratitude, which can lead to loyal followers. (Safko, 2012)(2)
When posting pictures and videos on Instagram it is important to find a creative mix of
different types of pictures. Hemley (2013) states five types of pictures that drive
engagement by followers:
Customer-centric Photos
The content should be customer-centric, when posting on Instagram it is important to

think about: what value does this add to the customers’ life? How do they benefit? Why
would they be interested? How can the company make this relevant to its followers?
Think of the product/service in terms of benefits for the customers and focus the
marketing content on those benefits too. (Hemley, 2013) (1)
The best photos to choose are those that show the product in use, which is free advertising
with a helpful co-sign from the follower who posted it. This keeps users interested in
checking the profile to see if their photo gets chosen or to see if their friend’s photo does.
It can also be a repost from a customer, which shows the bought product. (2)
Employee-centric Photos
Social Media is all about enhancing the brand by showing off a brand personality. Putting
faces to a name is KEY, it is no fun to engage with a faceless corporation and it is a great
way to connect with the followers. Companies that treat their employees well are much
more desirable. Why do most clothing stores ask employees to dress in their product?
(Hemley, 2013) (1)
Instagram Contest Photos
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Contests are a huge engagement driver. With Instagram, it is so easy for followers to get
involved in a contest and to stay involved with contest updates. (2)
Product Photos
Instagram’s visual medium means pictures that focus on color and/or print stands out
exceptionally well. Something as simple as lining products up and showing it off in
available colors is surprisingly popular on Instagram. (1)
Photos with bloggers
Before Instagram the focus was on making the customers and employee’s the “star” to
display brand personality, now it’s time to give focus to those who act as brand models. A
blogger adds credibility to the product as a form of celebrity testimonial. (1)
Generally for all photo styles are that it requires to create an image that reflects the brand
and to do special and well-thought-through pictures that do not feel to pushing or selling.
Uniqueness and variation is also important so the followers do not lose interest. (Hanna,
Rohm, & Crittenden, 2011) (2)
Best time to post
According to Track Maven (2016) based on 17.5 million social media posts by 17,737
brands there is a best time to post material on social media. The result for shows that
Fridays at 7 pm is the best time (1).
Density of pictures
Union Metrics (2016) works with analyzing different social Medias to help companies to
optimize their activities on social media. Through analyses over companies Instagram
accounts they found variables. Brands upload pictures on Instagram on an average 1, 5
times per day and the most of them uploads one to two pictures per day. There are also
companies that publish over 100 posts monthly and sometimes even 10 times a day.(1)
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According to Union Metrics there is no correlation of high amount of uploaded post and
getting less engagement on each individual picture. On the contrary, the followers of
these companies often show more engagement on the posts that are above average. (2)
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CHAPTER-4
RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem.

In this we study the various steps that are generally adopted by researchers in studying his
research problem along with the logic behind them.
It is necessary for the researcher to know not only the research

methods/techniques but also the methodology. Researchers also need to understand the
assumptions underlying various techniques and they need to know the criteria by which
they can decide that certain techniques and procedures will be applicable to certain
problems and others will not.
We use a particular method of research in the context of our research study

and explain why we are using a particular method or technique and why we are not using
other so that research results are capable of being evaluated either by the researcher
himself or by others.
 Research
 Objective of the study
 Hypothesis of the study
 Research Design
 Sample Design
 Sampling Method
 Research Analysis :
 Population
 Sampling Unit
 Sample Size
 Sampling Technique
 Data Collection
 Survey Area
 Statistical Tools
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RESEARCH
Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on a
specific topic: The meaning of research is "a careful investigation or inquiry especially
through search for new facts in any branch of knowledge".
According to Clifford Woody - research comprises defining and redefining problems,

formulating hypothesis or suggested solutions, collecting, organizing and evaluating data,
making deductions and reaching conclusions, and at last carefully testing the conclusions
to determine whether they fit the formulating hypothesis.
Objectives of the Study
The purpose of research is to discover answers to questions through the

application of scientific procedures. The main aim of research is to find out the truth
which is hidden and which has not been discovered as yet. Though researcher study has to
its own specific purpose, we may think of research objectives as falling into a number of
following broad groupings.
1. To gain familiarity with a phenomenon or to achieve new insights into it.
2. To portray accurately the characteristics of a particular individual, situation or a group.
3. To determine the frequency with which something occurs.
4. To test a hypothesis of a causal relationship between variables.
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Hypotheses of the Study
Hypotheses consist of either of a suggested explanation for an observable
Phenomenon or of a reasoned personal predicting a possible casual correlation

among multiple phenomenon. The term derives from the Greek word, hyposthenia
meaning “to put under” or “to suppose”. The scientific method requires that one can test
scientific hypotheses. Scientists generally base such hypotheses on previous observation
or on extension of scientific theories. Even through the words “hypotheses” and “theory”
are often used synonymously in common and informal usage, scientific hypotheses is not
the same as a scientific theory.
Type of Hypotheses
1. Null Hypotheses
A null hypothesis is a hypothesis that might be falsified on the basis of

observed data. The null hypotheses typically propose a general or default position
such that there is no difference between a treatment and control.
2. Alternate Hypotheses
Alternate hypotheses are the hypotheses that the restriction or set of

restriction to be tested does not hold. It is simply the reserve of null hypotheses
SCOPE OF STUDY
 It would let us know the extent to which social media is important for present day
business.
 It would let us know if the users are happy with the platform.
 It would let us know which features are used most by businesses.
 It would tell us how much money customers are spending on Instagram ads.
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RESEARCH DESIGN
A research design is purely and simply the frame work of plan for a study that
guides the collection and analysis of the data. Application and specification are the main
characteristic in a research design. Marketing research designs can be classified on the
basis of the fundamental objectives of the research.
Since our research is descriptive type, so research design is also descriptive.

These designs are used for some definite purpose. A number of marketing research
studies are based on such designs. It is focused on the accurate description of the
variables present in the problem. These designs try to find a complete and accurate
description of a problem situation by providing specified methods for selecting the
sources of information and the procedure for collecting data from these sources. The data
is collected in such a manner that the ambiguous nature of cause and effect relationship in
the phenomenon is reduced to maximum extent.
SAMPLE DESIGN
Sampling is the process of obtaining information about an entire population by examining

only a part of it. Sampling is used for a variety of reasons such as:
 Sampling can save time and money
 Sampling may enable more accurate measurements.
 Sampling remains the only way when populations contains infinitely many
members
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SAMPLING METHOD
There are mainly two of sampling methods which are being used by the marketers:
1. Probability Sampling(Random Sampling)

2. Non-probability Sampling
Probability sampling is a method for drawing an ample from a population such that all
possible samples have a known and specified probability of being drawn
Non probability sampling is a sampling procedure in which the selection of

population elements is based in part on the judgment of the researchers or field
interviewer.
The sampling method for this report would be probability sampling because here
each sample has equal chance of being selected and again. It would be stratified random
sampling.
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Research Analysis
UNIVERSE / POPULATION
Target population for this research would be young Entrepreneurs and other individuals
of a selected area in Kanpur.
SAMPLING UNIT
Sample unit for this research would be entrepreneurs and men and women doing jobs and
business of a selected area.
SAMPLE SIZE
Sample size of this research is 57.
TOOLS AND TECHINQUES
Stratified random sampling would be used in this report.
DATA COLLECTION
METHOD:
There are mainly two types of data collection methods which are as follows:
i. Primary Data
Primary data is the one that is being collected by the researchers itself and is
being collected for the first time. Researcher has collected this data with a specific
purpose of studying the problem. Primary data is the research process would be collected
by filling up questionnaires from individuals between the ages of 15-35.
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ii. Secondary Data
Secondary data is the data that already exist and in ready to use format and
gathered by somebody else. This data can be in the form of articles in magazines,
journals, government reports or any other historical data. It might even be the different
articles in newspaper and on the internet blogs
Secondary data they would be used by researcher in the research process as

supportive documents are from the various newspaper articles, magazines related to
specific industry, books in the specific field of advertising and various different internet
sites.
SURVEY AREA
This research would be done at Kanpur city only.
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CHAPTER-5
ANALYSIS
AND
INTERPRETATION
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Analysis of data
Total no. of respondents- 57
1) Age Group
It was found from the study that most of the business owners were less than 25 years in
age. 81% of respondents were under the age of 25. Remaining 19% of the respondents
were of age between 25 and 35.
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2) What is the size of your business?
It was found that 47.6% of the respondents small sized businesses. After that, nearly 43%
were micro sized business owners. Remaining 9.5% of the people had medium sized
businesses.
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3) How long have you been using Instagram for your business promotion?
It was found from the study that majority(48%) of the people were using Instagram for 1-
2 years. 1/3rd of the respondents are using Instagram for their business only for less than 1
year. 19% of the survey takers are using Instagram for 2-5 years.
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4) Do you earn money directly from Instagram?
To this question, the findings were that 52% of the respondents did not earn money
directly from Instagram. Nearly 29% of the business owners earned money through
Instagram. Remaining 19% of the people were not sure about it.
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5) Which feature of IG do you find to be most useful?
To this question, most of the respondents said that Instagram stories are the most useful
feature for their business to get connected with their customers. Followed by this,
hashtags were the second most common reply.
6) On a scale of 1 to 10 how much is Instagram important for your business?
Most of the survey takers rated 7 points out of 10 for this question. After this, 19% of the
respondents gave 8 points to Instagram. 14% of the people are totally satisfied with
Instagram and say that it is very important for their business.
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7) Has Instagram helped you generate leads?
8) Has Instagram helped you in targeting new customers?
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9) What type of business are you in?
 38% of the businesses were in B2C product based market.
 1/3rd of the businesses were in B2C service based market.
 23.8% of the respondents were in B2B service market.
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 Remaining businesses were in B2B products based market.
10) Have you ever tried Instagram paid advertisements?
Paid adverts are a very good and useful feature of Instagram. More than half the
businesses have tried using paid advertisements on Instagram. 52% of respondents said to
have used the feature.
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Nearly 43% of the people said that they never used this feature by Instagram for their
business.
11) If yes, on a scale of 1-10, how much they helped your business?
Instagram ads seem to have average results for average businesses with not too good
results for businesses.
12) Do you use social media for your business growth by yourself or do you hire an
agency?
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13) In what purpose do you use Instagram?
Most of the requested respondents used Instagram to See what friends are doing (92
percent).It is also quite common to use it to Look at nice pictures (52 percent), to Share
what they are doing with friends (51 percent) and to Keep up with brands and celebrities
(40 percent). Also, 13 percent of the respondents used Instagram to get more personal
content than in other social media. Seven percent choose another purpose were some
respondents stated that they used Instagram for the companies they worked for and some
that used it when they were bored. The respondents could choose as many alternatives
they wanted due to the fact of having Instagram for several purposes, which makes the
sum of the percent exceed 100.
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14) What kind of brands/industry do you follow on Instagram?
When it comes to what kind of industries the respondents followed brands within, there
were a lot of different answers. However, the most frequent industry was Fashion which
61 percent of the respondents followed, then Wellness (44 percent) and Sport (31
percent). Interior and Beauty got 27 and 26 percent each. The industries that were less
followed was electronic or technology and financial services. The respondents who did
choose others (12 percent) gave the answers tattoos, design, photography, building
industry, advertising and humor. The respondents could choose as many alternatives as
they wanted which makes the sum of the percent more than 100.
15) What do you consider is the best thing with following a brand on Instagram?
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The majority of the respondents (71 percent) considered the best thing with following
brands on Instagram to be that they on Instagram Only receive updates from brands they
had choose to follow. Further, the respondents considered the best thing with following a
brand on Instagram to be; Receiving more updates from brands (32 percent), The format
of the content on Instagram with pictures and videos (31 percent), the Easy access to
brands on Instagram (28 percent), that Brands show different sides of themselves on
Instagram (24 percent) and that Brands were less promotional (15 percent.). A very small
amount of respondents considered the best thing to be that Brands were more promotional
(3 percent) and that they get less updates from brands (0 percent). Among the six percent
that did choose the category Other, the founded answers were; Instagram is good to
connect and interact with the brands, that brands shows funnier advertising on Instagram,
that brands have competitions and that brands have offers. The respondents could choose
as many alternatives as they wanted regarding what they considered to be the best with
Instagram which makes the sum of the percent exceed 100.
16) What do you want from brands on Instagram?
What the respondents wanted to have from brands on Instagram was mostly Inspiration
that 88 percent demanded. Followed by the category Updates (48 percent), Information
(42 percent) and 19 percent wanted the brands to be more personal than in other forums.
The four percents of answers under other were containing answers such as no
commercial, news 45 and offers. The respondents could choose as many answers as they
wanted since there are possible to want more than one thing; this made the sum of the
percent more than 100. The questions about if the respondents considered brands to be
more human-like on Instagram than on other forums, if Instagram made them aware of
brands that was unknown to them before and if Instagram made them more loyal to a
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brand were all scale questions, were the respondents picked an answer from one to five
which suited them most. One represented “no, never” and five represented “yes,
definitely”.
17) Do you consider brands on Instagram to be more human-like than in other

forums?
When the respondents were able to choose from one- to five if brands were considered to
bemire human-like, 40 percent did chose the number four and 34 percent of the
respondents chose three on the five-point scale. Next, 15 percent of the respondents
choose the number five which meant that brands were definitely more human like on
Instagram than in other forums. Five percent did choose one on the scale and eight
percent did choose two.
18) Have Instagram made you aware of brands that was unknown to you before?
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The question if Instagram made the respondents aware of brands that was unknown to
them before was relatively even among the answers. The ranking leaned a little towards
that Instagram made the respondents aware of new brands by 22 percent of the answers
for both four and five on the scale compared to 15 percent for one and 19 percent for two
on the scale
SWOT Analysis
Instagram took the world by storm and became a social media hub for hundreds of
millions of people. As of October 2015, there are 400M+ daily active users, 80M+ photos
per day, and 3.5B daily likes.
If you’re present in too many social media channels, without the people-power, you’ll
risk spreading your efforts too thin. If you’re considering being present on Instagram, you
need to be ready to double-down and invest in the right resources.
If you’re on the fence about whether to take the jump and develop an Instagram presence,
the following SWOT analysis will help. Let’s get to it.
Strengths
The biggest strength of Instagram is its community and value proposition. People on the
platform are sharing beautiful, inspiring photos for others to appreciate. By being a part of
this ecosystem, your business will find new touch points for reaching and communicating
with your audiences. Not to mention, Instagram is low-touch and extremely efficient on
the user side: how many photos could you swipe through in an hour when you’re taking a
brain break? Most likely, you can digest more photos than blog posts or ebooks.
There are several other strengths to consider:
1) Massive customer reaches for your business.
2) High engagement levels
3) A way to engage with audiences that adds value.
4) Hashtags to capitalize on real-time trends

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5) A way to engage with readers and prospective readers in a channel that they love
Weaknesses
From a business perspective, Instagram’s biggest weakness is that its web traffic is self-
contained. Currently, there are not many ways to link to your website or drive traffic from
the platform. If you build an audience on Instagram, you’re going to need to engage with
them on the platform. As a publisher, web traffic is the bread and butter of your company.
Not to mention, publishers are always in a crunch for more eyeballs. If you’re looking for
a low-hanging burst in website traffic, Instagram probably won’t help: your best option
here is likely a focus on SEO or paid channel advertising.
Instead of thinking about Instagram as a way to drive traffic, think about it as a top-of-
funnel marketing investment. With this perspective, some companies will want to delay
their decisions to join Instagram: for instance, you may want to wait until you’ve already
developed a steady, repeatable traffic stream and have the resources to invest in more top-
of-funnel activities. The right path forward depends on the stage of your company.
Opportunities
As a relatively new social media platform—compared to Facebook and Twitter, which

are both more established—Instagram is a space that is still being defined: the company is
still testing monetization and traffic circulation features. Joining the platform now will
have its advantages because you can study engagement patterns and set your own trends.
There’s a strong window of opportunity for your company to establish itself and build a
presence.
Eventually, there will likely be algorithms to fight and competition through paid channel
advertising networks. By getting into the ground floor early, however, you’ll be in a great
position to explore new opportunities as Instagram as they arise. With an established
following, investment in PPC will go further. Not to mention, you can also test the
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company’s up and coming monetization channels to carve out new revenue streams for
your advertiser partners.
Threats
Just like any other social media platform, the Instagram ecosystem is changing. Over
time, it’s going to become competitive—especially now that the company has an open ads
API that allows for tasks including scheduling and publishing content.
This technology will give established players and big, resource-driven organizations a
competitive advantage. But here’s the thing: the ecosystem is still early enough that any
company could become a dominant player.
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CHAPTER-6
FINDINGS
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KEY FINDINGS
1. From our survey we've found that the age of business owners of Instagram, we
came to know find that 81% of the owners are less than 25 years of age.
2. While analyzing the size of business, we came out with the result that more people
were micro sized business owners and least people had medium sized business.
3. As far as time period for usage of Instagram is concerned, we came to get that the
people with a business motive of using Instagram are very less with the least time
period.
4. With regards to earn money from Instagram, we can see that usually people can't
earn directly from it.
5. In order to get connected with customers Instagram stories proved to be useful.
6. .mostly people favored Instagram in a positive manner and felt it as an important

thing for their business.
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7. To the majority of people Instagram helped them to generate leads.
8. To the majority of people Instagram helped them in targeting new customers.
9. Some people preferred B2C product based market and some preferred B2B
product based market.
10. More than half business has tried Instagram using paid advertisements.
11. Instagram ads seem to have average results for average businesses with not too
good results for business.
12. Maximum people use social media for their business growth by themselves.
13. Over ⅓ of Instagram Users Have Used The App To Purchase A Product Online
14. Instagram’s Ad Platform Has Access To The Most Advanced Social Media
Advertising Targeting Options Available
15. Sales and Leads Are Tractable Through Instagram Ads So You Can See Clear
ROI
16. Instagram Differentiates Personal Profiles from Business Profiles
17. Instagram’s User Base Allows You To Tap Into An Otherwise Unreached
Customer Base
18. Build An Audience That Will Stay Connected With Your Brand
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CHAPTER-7
RECOMMENDATIONS
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Based on the results of the survey report, there can be a few recommendations for
Instagram which are as follows-
 Instagram should work on improving the results that a business gets after using
Instagram ads.
 It should give more features to business specific accounts as compared to personal

accounts.
 Instagram does not currently give features to let businesses drive traffic to other
places like website, etc. It should work on making t more flexible.
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CHAPTER-8
CONCLUSION
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Hundreds of millions of active Instagram users every month are posting forty million
photos a day on Instagram. Think about those numbers for a few minutes. Now that
they’ve sunk in I think we can agree that learning how tousle Instagram to best promote
your business, product or service is a very, very wise move indeed. The potential it offers
is really “mind blowing”, for lack of a better description.
Even more good news is that there are solid techniques and methods that can help you
make the most of Instagram that are both easy to implement and execute.
Here are some concluding points:
o A Picture is Worth a Thousand Words
o Instagram Can Offer A Behind the Scenes Look
o It Encourages Customer Participation
o Instagram Allows You To Build a Personality for Your Business
o Trust building
o Instagram Keeps Your Name In Conversation
o Instagram Helps Promote Special Events
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CHAPTER-9
LIMITATIONS
OF
SURVEY
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When deciding whether or not to carry out or commission a survey, you must keep in
mind the limitations of surveys:
Individual surveys are not good at following trends in real time or over short periods of
time.
Because surveys collect data at a single point in time, it is difficult to measure changes in
the population unless two or more surveys are done at different points in time. Such
repetition is often expensive and time-consuming, making frequent periodic surveys
impractical.
Individual surveys generally cannot provide strong evidence of cause and effect.
Because surveys collect data on disease and risk factors at the same time, you often
cannot tell which came first, the risk factor or the disease. Without this temporal
association, it is very difficult to prove that the reputed risk factor actually causes the
disease.
Other constraints to using surveys to gather data:
 The lack of time to carry out a survey
 The lack of funding necessary to carry out a survey
 The lower priority for carrying out a survey because of competing urgent tasks.
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CHAPTER-10
ANNEXURE
(QUESTIONNAIRE)
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1) Age Group
 15-25
 25-35
 35-45
 45 +
2) What is the size of your business?
 Micro
 Small
 Medium
 Large
3) How long have you been using Instagram for your business promotions?
 Less than 1 year

 1-2 year
 2-5
 5 above
4) Do you earn money directly from Instagram?
 Yes
 No
 Maybe
5) Which feature of Instagram do you find to be most useful?
 Stories
 Hashtag
 Others
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6) On a scale of 1 to 10 how much is Instagram important for your business?
 7
 8
 10
 Not even one
7) Has Instagram helped you generate leads?
 •yes
 no
8) Has Instagram helped you in targeting new customer?
 yes
 no
9) What type of business are you in?
 b2c service
 b2c product
 b2b product
 b2b service
10) Have you ever tried Instagram paid advertisements?
 yes
 no
 maybe
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11) If yes, on a scale of 1-10, how much beneficial were they for your business?
 1-4
 4-7
 7-10
 None
12) Do you use social media for your business growth by yourself or do you hire an
agency?
 self
 agency
13) In what purpose do you use Instagram?
You can choose more than one answer. If no one matches, complement under
"other".
 See what my friends are doing
 Keep up with brands/celebrities
 Share what I am doing with others
 Look at nice pictures/videos
 To get more personal content than from other social media
 Other:
14) What do you consider is the best thing with following a brand on Instagram?
"other".
 You only receive content from the brands YOU have chosen to follow
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 Brands show different sides of themselves
 Brands are less promotional
 Brands are more promotional
 The format of the content (pictures/videos)
 You receive more updates from the brand
 You receive less updates from the brand
 Easy access of the brand
 Other:
15) What kind of brands/industry do you follow on Instagram?
Choose the following example that is most suitable, it is possible to choose more than
one. If no one matches, complement under "other".
 Fashion
 Wellness
 Beauty
 Interior
 Music Electronic/Technology
 Travel (Hotels, destinations, transportation etc
 Non-profit/Charity
 Food & Drink (Restaurants, Café etc)

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 Media (Movie, TV, Magazines etc)
 Financial services (Bank, Insurance etc.)
 Educational services
 Sport
 Other:
16) What do you want from brands on Instagram?
"other".
 Information
 Update
 Inspiration
 To be more personal than in other social media
 Other:
17) Do you consider brands on Instagram to be more human-like than in other

forums?
For Example by sharing more personal content.

 1
 2
 3
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 4
 5
 No, never. Yes, definitely
18) Have Instagram made you aware of brands that was unknown to you before?
 1
 2
 3
 4
 5
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BIBLIOGRAPHY
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Websites-
www.business-insider.com
www.neilpatel.com
www.wikipedia.com
Books-
Crushing It- Gary Vaynerchuk
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A PROJECT REPORT

RESEARCH ON BUSINESSES THAT USES INSTAGRAM

For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

(Name of Supervisor): Mrs. Shikha Tewari Name of Student: Shifa Ali

Designation: Assistant Professor Roll No: 0203393

Batch: B.B.A. (VI SEM 2019-20)

JAGRAN COLLEGE OF ART, SCIENCE AND COMMERCE

C.S.J.M UNIVERSITY, KANPUR

Name: Shifa Ali

Roll No: - 0203393

Signature of Internal Guide

Why use Instagram for your business?

Sr. No. Particular Page No.

3. Industry Profile /Company Profile 27

6. Research, Objective and Hypotheses 51

7. Analysis and Interpretation data 57

Instagram is a photo and video-sharing social networking service owned by Facebook,

Social media are interactive computer-mediated technologies that facilitate the

1. Social media are interactive Web 2.0 Internet-based applications.

2. User-generated content, such as text posts or comments, digital photos or videos,

4. Social media facilitate the development of online social networks by connecting a

Users usually access social media services via web-based technologies

include Facebook (and its associated Facebook

Advantages and Disadvantages of Social Media

Let’s get started!

What are the advantages of social media?

Social media is an excellent opportunity for you to grow your business.

Here are seven benefits of using social media marketing.

1. YOU HAVE A DIRECT CONNECTION WITH YOUR AUDIENCE

This social media advantage helps your business in numerous ways:

2. YOU HAVE A DIRECT CONNECTION WITH YOUR AUDIENCE

This social media advantage helps your business in numerous ways:

3. YOU CAN CREATE ORGANIC CONTENT

4. YOU HAVE ACCESS TO PAID ADVERTISING SERVICES

5. YOU BUILD YOUR BRAND

6. YOU DRIVE TRAFFIC TO YOUR WEBSITE

7. YOU CAN EVALUATE YOUR PERFORMANCE

8. YOU CAN CREATE VIRAL CONTENT

9. YOU CAN UNCOVER VALUABLE INSIGHTS

What are the disadvantages of social media?

Here are four downsides to social media:

1. YOU CAN RECEIVE NEGATIVE FEEDBACK

2. YOU OPEN UP THE POTENTIAL FOR EMBARRASSMENT

3. YOU MUST SPEND A LOT OF TIME ON YOUR CAMPAIGNS

4. YOU HAVE TO WAIT TO SEE RESULTS

Social media marketing’s success is predicated on the campaign’s overall success.

Let’s Talk About Instagram That Is a Platform of Social Media

Instagram (also known informally as IG or Insta) is an American photo and video-

The Advantages and Disadvantages of Instagram for Business

Advantages of Instagram vs. Disadvantages of Instagram

Personal Instagram vs. Instagram for Business

Instagram Insights, in particular, is one of Instagram’s best features. This is mostly

Advantages of Instagram for Business

i. Instagram is About Photos

ii. Instagram Connects You to Your Target Audience

Instagram is the fastest growing social network.

iii. Instagram Has High Engagement Rate

iv. Instagram Lets You Post Your Contents Easily

v. Instagram Gives Visual Representation of Your Business

vi. Instagram Allows You to Respond Quickly

vii. Instagram Can Increase Your Reach

Disadvantages of Instagram for Business