Abstract
The relevance of the chosen topic of communicative effectiveness of promotion on Instagram is based on the need to increase the use of evidence-based research, which would provide the analysis of techniques, components and methods of promotion through social networks, including in particular the Instagram platform. The purpose of this research is to determine the algorithm for the formation of communicative effectiveness of entertainment projects on Instagram social network on the example of case studies of such companies as Netflix, Epicfunnypage, Be.bloome, implemented in 2019. The methodological basis of the study is the set of scientific research methods such as analysis and synthesis, comparison and system approach. The study results have revealed the peculiarities of how brands form the systems of promotion complexes through the social network. The analysis has identified the main metrics of the studied Instagram pages, which are elements of the strategy formation of each project. Special attention is paid to the fact that the projects of different scales and entertainment areas have required different promotion strategies, which have showed communication effectiveness, in particular, the followers' number and engagement, the number of reactions on the page, the speed of effective project promotion. After considering all of the examples mentioned above, it has been found that there is no universal way to promote Instagram page. The study has confirmed the assumption that the entertainment projects promotion on the Instagram platform requires a comprehensive, attentive and situational approach to the choice of not only the page promotion methods, but also the efficacy evaluation of the promotion itself. The results of the study revealed that the new projects can be promoted and hold the lead by occupying a specific niche and choosing the right set of performance efficacy evaluation under conditions of high competition of entertainment projects on Instagram.
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