The Utilization of Instagram’s Advertising Platform to Develop an Online Business

Nadya Fatmayanti

Abstract

The world of advertising has changed greatly in the last few decades as the landscape shifted from offline to online. Social media is commonly utilized to advertise since it is the fastest-growing advertising method today. In late 2015, Instagram opened up Instagram ads. Using the Facebook advertising system, marketers can now reach any specific segment of Instagram’s 600+ million users, and with 400 million people using Instagram every day, Instagram ads have become an enticing avenue for brands looking to increase engagement and profits as well. This Instagram ads feature can be used as a viable advertising platform that allows users to create campaigns, to target audiences based on demography such as gender, age range, interest, locations, affiliations, and so on.The purpose of this study is to analyze the deliberate Instagram advertising feature practices of a start-up online business such as Foxy Talk Beauty Store,which was founded in 2016 and isstarting to expand its market through Instagram. This study focuses on how an online business utilizes Instagram as its marketing kit by examining, during one week, two different ad sets of Instagram ad impressions and demography served by Foxy Talk Beauty Store to 13-45-year-old Instagram users in Indonesia. The only difference used in each ad set is the interests of the target audience. The first ad set (A1) used no particular interests, while the second ad set (A2) used Cosmetics, Beauty, and Lipstick as additional interests of the target audience.This research finds that A2 gives better impressions on Performance factor compared to A1. By Demographic factor, it is found that women of 18 to 24 years old happen to be the most engaged users for the ad set on A2, which is more connected to the business, because commonly women in those age ranges are looking up to beauty and makeup. In conclusion, the ad set with additional interests provides more engagement for business development since an ad set must be specific in order to be delivered to the right target for an online business.

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Paper Citation


in Harvard Style

Fatmayanti N. (2017). The Utilization of Instagram’s Advertising Platform to Develop an Online Business.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 11-15. DOI: 10.5220/0007323500110015


in Bibtex Style

@conference{ipcomc17,
author={Nadya Fatmayanti},
title={The Utilization of Instagram’s Advertising Platform to Develop an Online Business},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={11-15},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007323500110015},
isbn={978-989-758-337-7},
}


in EndNote Style

TY - CONF

JO - Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,
TI - The Utilization of Instagram’s Advertising Platform to Develop an Online Business
SN - 978-989-758-337-7
AU - Fatmayanti N.
PY - 2017
SP - 11
EP - 15
DO - 10.5220/0007323500110015