Effects of Marketing Communication of a Small Service Company on Instagram

Abstract

A social media platform such as Instagram plays an important role in online marketing, enabling businesses to reach a wide audience. Academics and practitioners have long acknowledged the importance of proper marketing communication in creating long-term bonds between existing and new customers. However, the importance of promotional techniques used in the beauty industry on the Instagram platform as a tool to increase customer engagement remains under-explored, as addressed in this study. The aim of the research was to identify the promotional techniques that most increased customer engagement rates on the social media platform Instagram. The research used a case study method for a small service company operating in the beauty industry. In the analytical process, the data source was statistics describing the effects of the beauty salon’s marketing activities on the social media platform Instagram. The results of the study showed that the key element of marketing communication is sharing posts presenting the result of the work, i.e. the results of beauty treatments presented in the photos of clients, and organising competition posts that engage both existing observers and arouse the interest of new users. Sponsored posts, on the other hand, are particularly important for reaching new potential customers.