The Effectiveness of Instagram Content Marketing on Brand

Building of a Company

Abstract
This Research paper mainly focuses on top companies which are operating in India is using
the Instagram to build a strong brand and including benefits and opportunities ahead. In this
day and age social media became the most important link in our lives from connecting with
each other to promoting the businesses. Social media content marketing allowing the
marketers to build influence, prospectus and to convey effective information to the
consumers. Though Facebook and other social media platforms are setting their trends in
this digital world, Instagram has joined in this trend in 2010 and became a most important
platform for marketers to interact with the consumers. Globally, Instagram has become the
highly preferable tool for the companies to promote their brands. Through Instagram
marketers can engage and interact with their customers by sharing videos and photos to
create awareness about their products.

Keywords:
Marketing, content marketing, Instagram marketing, marketing tool, brand Building.

Introduction
Business has only two functions – “marketing and innovation” by Milan Kundera.

Marketing is a well-known process of getting a potential customer who are interested in the
products and services that which company is offering. It is all about deep psychological
understanding of consumer needs. Varying the past, traditional market strategies like
newspaper and Television ads are not impacting on customer’s mindset. Present, due to
emerging of technology and facilities people tend to change their lifestyle and upgrading
themselves accordingly. As we all know, human needs and wants are unlimited, by the
increasing facilities and expectations human desires graph is rising exponentially. Consumers
expecting the quality products in short span rather than good or normal products.

Social media has become an intrinsic part in our lives; after social media came into existence
more than one million people started using them and spending 220 minutes a day across the
world, on average 2.4 hours are spent on using social media in India. There are many more
activities takes places on social media which includes blogging, photo and video sharing,
social gaming, virtual worlds, business network and many more. Even governments and
politicians utilize the social media to engage with voters and constituents. Taking this is an
opportunity companies are introducing their products and brands through social media into
the market, to create an awareness among the people. Marketers are quickly adapting social
networking space to interact with the consumers to build a brand and increase the sales by
running the social media advertisements and promotions. And also provides the chance to
the industry professionals to gather the inputs from the targeted audience by listening to
their feedbacks and answering the questions. Social media is not only expanding the
personal connections but also the professional networks. Hence, social media is widely
affecting the phenomena of marketing.

Now a day, buying and selling activities became online, B-2-C market also changing
according to the commercial development this makes the companies easier to reach out the
 consumers as well as customers can reach the companies on a globe scale. According to
some reports, there is trillions of people shop online across the world. Brands are using
different social media platforms such as Facebook, Twitter, Instagram and so on. Though all
these platforms are used across the world foe personal as well as for business, surprisingly
Instagram has raised into a social network that business had to pay attention to. This photo
and video sharing platform has exploded its popularity in Brand Building. According to
reports, 855 million users are using the Instagram and over 17 million business accounts
advertising their brands every month. Companies are coming with unique content and ideas
to post it on their feed and IGTV.

Instagram offers to explore the wide range of the markets, with the help of ads including
stories ads, photo ads, collection ads, slideshow ads, carousel ads. Advertising on Instagram
helps to reach specifically targeted audience and markets based on options like
demographics, behaviors, and interests. Many researches have shown that most of the
teens, twenties or early thirties are the audience of this platform who visits regularly and get
engage with at least one brand a month. Instagram‘s engagement graph is higher than other
platforms in social media. Instagram influencers help the brands to build a relationship, to
create a brand awareness, leads, loyalty and conversions.

Literature Review
1. Abu Bashar & Mohammad Wasiq (2012), in their research paper entitled “Effectiveness of
social media as a marketing tool: An empirical study” stated that today consumers want to
be informed about products before they make purchase. Social media platforms are
extremely capable for informing that information as most of the customers believe on their
peer reviews and comments. And they also mentioned that marketers reach the target
audience and market segment without incurring a huge cost.

2. Nur Syakirah Ahmad, Rosidah Musa, Mior Harris Mior Harun (2015), in their research paper
entitled “The impact of social media content marketing towards brand health” mentioned
that the evolutions in the business have manipulated the social media functions and using as
a vital tool for marketing strategy especially in brand health and brand development. And
she also mentioned that Social media content marketing plays an important role in brand
health as it is the main source which helps the customers to know more about the brand.

3. Linnea Berg & Lisa sterner (2015), in there research paper entitled, “Marketing on
Instagram: A qualitative study on how companies make use of Instagram as a marketing
tool” mentioned that social media not only provides a need for C-2-C interaction and also C-
2-B interaction. Social media lets the marketers to reach the audience in more interactive
and engaging ways.

4. Raj Vinaika & Dhruva Manik (2017), in their research paper entitled “How the Instagram is
changing the way marketing works” stated that Instagram has become the beneficial
platform for the marketers to promote their brands and products. Through the Instagram
likes and comments the marketers can reach their target audience and also communicate
with them. And they also mentioned that Instagram is the best marketing tool to sell and
promote the products.

5. Darel Nicol Luna Anak Agam (2017), in their research paper entitled “The impact of viral
marketing through Instagram” mentioned that Instagram is a positive turning point for every
business. Instagram helps in increasing the sales of the products. Instagram creates brand
awareness among the potential clients and customers of the company.
6. Christos Anagnostopoulos, Petros Pargans, Simon Chadwick & Alex Fenton (2018) in their
research paper titled “Branding in pictures: Using Instagram as a brand management tool in
professional team sport organizations” mentioned that social media provides a direct link to
consumers which enables them to communicate with the organizations about the brand
image. And he also mentioned that Social media plays a crucial role in building appropriate
perceptions in consumers mind, which is important for building a strong brand.

7. Gil Appel, Lauren Grewal, Rhonda Hadi & Andrew T Stephen (2019), in their research paper
entitled “The future of social media in marketing” mentioned that the rise of social media
effected on marketing practice and consumer behavior. He also stated that marketers are
using the digital platforms such as Instagram & Facebook to their audience.

8. A. Pappu Rajan (2019), in his research paper entitled “The effectiveness of social media
content marketing towards brand health of a company: social media analytics” has stated
that the social media platforms has become a vital tool for improving its brand health and
for brand development. He also mentioned that with the evolution of long-term customer
needs sales team has push back to the content development to ensure that customers are
treated as their partners rather than demographic targets.

Research Objectives
To study the concept of Instagram content marketing

To study about the Instagram Content marketing of selected companies in India.

To study the effect of Instagram content marketing on selected companies brand building

To study the opportunities of the selected companies by doing Instagram content marketing.

Research Methodology
This research paper is based on secondary research. The data is collected from news articles,
blogs, educational websites and some research papers. This research paper is mainly
focused on effectiveness of Instagram content marketing on brand building of a company.
Here are the Top 10 companies Indian companies rocking the Instagram content marketing.

1. Amul
Anand Milk Federation Union Limited (AMUL), is an Indian dairy cooperative society founded
by Thribuvandas Patel situated at Anand, Gujarat state on 14 th Dec 1946. It is one of the
most successful brands in FMCG industry, and became India’s largest milk and milk products
producer for all over the world.

Amul India has 309k followers in Instagram. And its feed filled with numerous posts. In Amul
content marketing strategy, picture talks the most. It mainly focuses on the current events
and creates the content to promote their business. It shows the content in a very unique
way to attract the audience of every age group and boosting the level of engagement for
each post. Each post is being posted in Instagram will contains Logo of Amul with tagline,
and uses the strong keywords and one line captions which makes the user directly land on
its page.
 Without using any hardcore content Amul made its way for success. Instagram content
strategy leads to brand building. The clear and simplistic content leads to mass appeal.
Planned brand strategy eventually increasing the brand identity. This brand always keeps
updated with the trends where people mostly talks about and creates the content on that to
post it on Instagram. This leads to significant boost of engagement for each post. In total
there are 309k active followers in its Instagram page and the number keeps on increasing.
For every post Amul receives a positive comments from the audience, this says that brand
has strong image in the customers mind. Consistency in Instagram posts with simple and
humorous captions it has been able to attract the more customers to their Insta page
resulting in increase of brand image and their business.

2. Zomato
Zomato is an online food delivery company founded by Deepinder Goyal on July 2008. It
connects over 55 million users to the restaurants in across 24 countries.

Zomato has 440k followers in Instagram. Audience finds the Zomato Instagram page as
entertaining. The content shard in the feed will seems to be humorous and showcase the
food menu and offers in the form of memes. Now a day everyone is getting insane over
memes. This company understood the audience nature and started promoting the content
according to customer mindset.

By adding little humor to the posts, Zomato engaging the customers in the Insta feed. This
company grabbed an audience attention, especially in India. Each and every person is aware
of this company even outside the India, following customer orders also taking rise. It posts
the polished and trendy content which makes the audience to like, share and comment and
visit the page again and again. Identifying the current events and posting it on Social media
gives a high impact on brand building.

3. Flipkart
Flipkart is an e-commerce company founded by Sachin Bansal and Binny Bansal on October
2007. This e-commerce company provides over 30 million products across 70 plus
categories.

In Instagram Flipkart have 2.2 million followers. This brand often posts pictures of celebrities
who are associated with them or create content around well- known prominent
personalities to attract the audience. Flipkart also engages the audience through games as
well as contests. It allows the influencers to share a beauty tips on IGTV. It leverages with
the power of celebrity, this is the plus point to scroll down their pages.

Flipkart does many campaigns, while some are directly linked to upcoming sales which
instantly build a brand image. Instagram stories and Hashtags help the business for better
reach and build the audience. And witness a significance increase in traffic to the online
store. And with the help of contests and polls will get know better about the audience
opinion on the deals and products and it also boosts the engagement rate. The brand is
exponentially growing its followers in the Instagram by its marketing strategy.

4. Oreo
Oreo is a cookie brand which is introduced in the market on March 6, 1912, and it is
launched in India in 2011 by Cadbury India Ltd. This is available in over 100 countries and
named as a “World’s Best Selling Cookie Brand.”
 Oreo India Instagram account has 3.1 million followers. And the feed filled with very
attractive content includes images and videos. This brand effectively uses the social media
platforms to build a brand. It always uses the product in a very creative way to grab the
audience attention. It also shares variety of recipes made with Oreo through IGTV, videos
and animations which makes the feed highlight. It also shares variety of recipes made with
Oreo through IGTV, videos and animations which makes the feed highlight.

This brand effectively uses the social media platforms to build a brand. It always uses the
product in a very creative way to grab the audience attention. Oreo is in top to connect and
engage with their audience with its unique content. With the help of different features of
Instagram Oreo is reaching the audience and getting noticed from every corner of the
country. With the creative content Oreo has witnessing steady growth in the Instagram and
also being noticed by the other brands.

5. McDonald’s
McDonald’s is American fast food Company founded in 1940 by Richard and Maurice. It is
the world’s 2nd largest private employer with 1.7 million employees.

In Instagram McDonalds India have 3.9 million followers, it engage it’s feed with various
posts. This brand always tries to keep their audience on their toes by posting exiting
contests. Earlier they have posted a contest named “INSTAKSHARI” where audience will post
one letter on their Insta feed and one has to comment their favorite song. They also create a
unique content for all special occasions. This makes the audience feel exited and get busy in
scrolling their feed.

Through the better social media strategy it improved their brand and earned a good
impression in India. The unique posts and contests are the one which is helping this brand to
grow exponentially in the market. Instagram strategies help in increasing the number of
loyal customers to the brand which leads the brand building. This brand benefited
immensely from this social media platform as it is able to connect and engage with the
customers in a cost effective manner and gaining the followers rapidly.

6. Royal Enfield
Royal Enfield is brand name which comes under The Enfield cycle company Limited. The
Royal Enfield bike is built in 1901 by Albert Eadie and Robert Walker Smith.

Royal Enfield Instagram page has 2.4 million followers, and the feed is filled with many
emotions just like a Royal Enfield brand. This brand connecting with their targeted audience
by Instagram posts. The Royal Enfield posts a high quality images, heart-warming posts and
inspiring videos in their feed. It encourages the riders to post the pictures of their
memorable rides by using good number of Hashtags in the Royal Enfield Insta feed.

The Instagram strategy has increased its community not only in Instagram but also in all
social media platforms. Already this brand has a separate fan base across the world; by
posting adventurous campaign videos in IGTV and in the feed, growing its followers. Through
Instagram this brand can connect with the bikers and developing lasting relationships with
the audience. Posting quality content and allowing the fans to post their pictures in the feed
helping to create a trust in customers mind and leads to build a brand image. The company
has conducted 2 sessions of custom world live and received 100k and cumulative
engagement of 256.k during the May 2020. By doing such type of digital campaigns the
brand is not just growing only in India but also in international markets as well.
7. Livspace.com
Livspace is the interior designing and renovation platform in India founded by Anuj
Srivastava and Ramakant Sharma on 2014 at Bangalore. This company allows the users to
customize the designs and styles and place the order to get delivered for living room, dining
room, bedroom and modular kitchen.

LivSpace has 268k followers in the Instagram. It posts designing suggestion in their Insta
feed. They always carry a creative angle with their posts, and always try to create affection
with their heart-warming images and videos. They use a numerous unique Hashtags to reach
the audience and maintain the engagement in their feed. They also conduct a fun games and
contests about home interiors to hold the audience interest.

Engage in social media platform, increasing the brand awareness qualitatively. By using
different algorithms this company growing fast in the social media, especially in Instagram.
Promoting quality content helps to create a larger digital foot print and provides more
opportunities for the business. Content has played a major role in building a brand strategy.
Focusing on the Instagram content helped the brand to create awareness and build a trust in
the market.

8. Amazon
Amazon is a US-based multinational e-commerce company founded by Jeff Bezos in 1994
and launched it online in 1995.

Amazon India has 3 million followers in Instagram; Amazon posts the content in the form of
stories as well as in IGTV by allowing the various artists and influencers to promote their
products. Amazon uses the Instagram to create awareness about the offers they have
started for the festive seasons, add some human touch by addressing their cultures across
the India. In Instagram Amazon highlight their products with discounts, gifts and some
coupons. Instagram stories help the brand to promote the interviews with the authors and
artists and with the help of swipe option the brand can sell their books, music and other
itmes.

Amazon also witnessed significant volume of sales through Instagram. This brand can listens
to their customer feedbacks in the form of comments and change accordingly, to their
interests. By doing this this brand is attracting more loyal customers into their platform.
Building a brand image across the globe and generating fresh leads. Instagram became a
great choice for Amazon sellers as most of the users knowing about the products through
Instagram.

9. Nike
Nike is an American multinational company founded by Bill Bowerman and Phil knight on
January 25, 1964.

In the Instagram Nike has 133 million followers, and posts the content on average once per
week. Nike posts the life-style trending pictures and products by adding the captivating
captions to it. Athlete’s across the globe share their personal, inspiring and motivational
stories to represent the Nike in social media. Nike uses the IGTV for long-frame video
highlight to deliver narrative style recordings.
 Especially, Instagram help this brand to grow internationally and expand its market. Through
this platform Nike is creating its brand awareness and brand building. The Hashtags used by
the Nike is powerful and create a sense of community and connection with its fans.
Consistency is the key to success of this brand, connecting with people emotionally and
staying consistent with the posts, this strategy helped the brand to become strong in the
market.

Tanishq Jewellery
Tanishq is a jewellery brand in India, a division of Titan Company, founded on 1994. It has
emerged as India’s fastest growing Jewellery brand.

Tanishq has 706k followers in Instagram. It invites the users to share their selfie with
jewellery while telling their back story. Tanishq utilizes Instagram features such as IGTV,
Reels and feed to post their quality images and Videos. This brand main targeted audience is
females. It also shares a contest in its Insta feed to stay connected with their customers.

Tanishq builds their brand image by ensuring their posts. Engagement in digital platforms
impacts on conversation, this increase customer loyalty towards the brand. It is important
for the bands to connect with their audience to build a strategy and to create brand
awareness and to increase its social presence. With the right content and posts this brand is
building a curiosity in their audience which leads to heavy traffic in its Insta feed.

BRAND NAME POST LIKES COMMENTS

AMUL Post on rising fuel 57,321 73
prices in India.
ZOMATO Post on 2020 Meme 56,397 691
Rewind
FLIPKART India KA Furniture 2,077 101
Studio
OREO Oreo Lady Gaga 1,08,819 4,855
cookies
MC DONALDS Menu in summer 55,289 2,311
2021
ROYAL ENFIELD Post on Classic350 1,68,416 368
LIVSPACE Home Interiors 3,750 20
AMAZON Amazon products 6,141 732
NIKE Post on Naomiosaka 3,65,142 1,531
TANISHQ Tanishq Diamond 30,522 67
Necklace

These brands are effectively using the Instagram features such as stories, IGTV, Reels and
tags to do the Instagram Content marketing. They are promoting their brands through
various posts like photos, videos, posting about special offers etc. By doing this, they were
getting the chance to interact with the customers in every corner of the world and also able
to get the better feedbacks from the customers as likes and comments.

Findings
1. Amul brand is consumed by all and liked by all, though this brand consistently post the
updates in the Instagram feed, should focus on Hashtags to reach the more audience.
2. Zomato Instagram posts revolve around the food and restaurants and the posts they share
in their Insta feed and in IGTV keeping the audience engaged.
3. Mostly, this brand leverages the celebrity power to promote their products in the social
media platforms. Very former they keep the audience engage with their games and contests.
4. Oreo is leading the social media platforms with their aesthetic posts by adding some visuals
for it. The pictures are photographed by the professionals, Oreo always taken an Instagram
strategy seriously for increasing their sales and building a brand.
5. McDonald’s uses the Insta to promote the new deals through images or videos. McDonald’s
mainly focus on brand promotions, though it doesn’t use Insta for solving the customer
issues always the feed drives an engagement with the audience.
6. Royal Enfiled is utilizes Instagram functionalities in a well effective manner, posting some
adventure and inspiring pictures. It shares very unique content to engage the feed, it invites
the bikers to posts their pictures of themselves for the promotions.
7. Livspace.com is one of the leading interior designing Company in social media. It shares the
latest designs of the interiors. This Company mainly focuses on brand awareness.
8. Amazon strongly understands how the social media can improve the sales. It drives an
engagement into the feed by posting unique and original content.
9. Nike is one of the leading Companies when it comes to social media, through Instagram it
enhancing the interactions with the customers. It uses the Instagram to promote the brands.
10. Tanishq Jewellery main targeted audience is females. This brand adopted. It also runs
campaigns and allows the customers to post the pictures of themselves with the jewellery.
This brand witnesses a reasonable engagement in its Instagram feed.

Based on the observation, all these top 10 brands are using the Instagram to promote their
brands and create awareness among the people. Through Instagram then can easily connect
with their audience and can listen to their feedbacks. This strategy helps to build their brand
loyalty.

Conclusion
In this research paper we have shown that how these top 10 companies are using the
Instagram content marketing for their brand building and mentioned the benefits of those
companies. Mainly, we have observed in this research is all these brands are using the
Instagram to drive an engagement and connect with the targeted markets and audience.
Each and Every company is coming up with unique content, by using the quality images,
Videos. Though some companies are unable to create post quality content, having a strong
fan base in their social media platforms. Apart, from this all these companies are performing
their level best to reach out their audience. And putting their tireless efforts to build their
brand and create awareness across the globe.

Bibliography
Research papers

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Books

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Instagram Links

1. https://www.instagram.com/amul_india/
2. https://www.instagram.com/zomato/
3. https://www.instagram.com/flipkart/
4. https://www.instagram.com/oreo/
5. https://www.instagram.com/mcdonalds/
6. https://www.instagram.com/royalenfield/
7. https://www.instagram.com/livspace/
8. https://www.instagram.com/amazon/
9. https://www.instagram.com/nike/
10. https://www.instagram.com/tanishqjewellery/