Marketing actions carried out through individuals who exert influence on a specific target audience.
Published in Chapter:
Self-Promotion Strategies on Instagram: A Case Study of a Digital Micro-Influencer
Mariana Oliveira Pinto (Polytechnic Institute of Porto, Portugal), Sara Teixeira (CEOS.PP, Polytechnic of Porto, Portugal), and
Zaila Maria Oliveira (University of Maia, Portugal & CEOS.PP, Polytechnic Institute of Porto, Portugal)
Copyright: © 2024
|Pages: 25
DOI: 10.4018/979-8-3693-4195-7.ch013
Abstract
This research aims to provide an overview of the main self-promotion strategies used on Instagram. It considers the case study of a digital influencer, analyzing her activity on this social network, as well as her relationship with brands, agencies, and followers. A mixed methodology was used, combining qualitative techniques, with interviews with a digital micro-influencer, her advertising agency, and a partner brand, and quantitative techniques, with a questionnaire to the followers (n=927). It was possible to conclude that several self-promotion strategies prove to be effective for the success of digital influencers and, consequently, for digital marketers and brands. The main strategies for self-promotion through Instagram that were found to be effective were: awareness, honesty, sincerity, and a spirit of work; authenticity (being different from other influencers); dedication to their audience; a very well-defined content strategy aimed at their target audience; consistency; one-way communication; and sharing reality.