Effectiveness of different Instagram marketing advertisements

Abstract

Instagram is a social media platform continuously gaining more and more users every day. Instagram has attained 1 billion+ monthly active users and 500 million+ daily active stories. Marketers are using Instagram to grow their brands, increase following, and influence purchase intention for their products via Instagram. 76% of marketers directly or indirectly advertise on Instagram. The average time on the Instagram platform is estimated to grow by 14% in 2020. The FGI, literature survey and other research pointed us to factors like effectiveness of the Instagram marketing, role of celebrity and influencers for aspirations and niche brands, word of mouth and brand awareness. We developed four hypotheses based on these findings and the surveys were developed and distributed using snowball sampling method. Findings:- • Celebrity promotions are more effective for the established premium brands as compared to influencers. • Influencers endorsements are more effective for the niche local brands than celebrity promotions. • Carousel ads are the most effective variant of all the Instagram advertisement. Managerial Implications:- • For a niche brand with the objective to increase brand visibility and conversion influencers should be used for the promotion and the mode of advertisement should be carousel ads. • For the established premium brands looking to promote their products celebrity endorsements should be sought after as they are more effective in purchase conversion.