Content Strategy in Instagram: The Communicative Aspect

In the framework of this article, the social changes that have occurred in society in connection with the development of social networks, and Instagram in particular, are of interest.  

Coming up with the most popular social networks at the moment, their creators hardly imagined that it was there that we would hang out from dawn to dusk, making appointments, lead projects and ‘live’ in a sense, a life different from real one. Virtual communication has built into our everyday life rocking it! Social networks dictate new rules, but what they are – we, it seems, have not yet figured out.

The rapid growth in the popularity of social networks since the mid-2000s was due to the development of the World Wide Web and the formation of such a stage as ‘Web 2.0’. Starting from this time, a variety of services are available that allow users to communicate in real time, creating dynamic messages.  The introduction of technologies that not only allow you to create your own content, but also evaluate what other users have done in real time, helps to establish interactive communications with various audiences.

Tim O’Reilly, the author of the article ‘What is Web 2.0’, believes that this concept is an integrated and complex approach to the creation and maintenance of Internet resources. He also highlights the properties of Web 2.0, both of a technical nature (cloud services, cross-platform, etc.) and social (creating online communities based on common interests, tagging, changing site content, self-regulating dialogue, developing cooperation).  

Social media, as a product of the Web 2.0 concept, today has changed the nature of the interaction of various public groups. Communications in social networks have an important distinctive feature – this is its targeted nature, the communicant addresses directly to users, which leads to greater reach of the audience and the effectiveness of the appeal. The communication characteristics of social networks as a type of media and the advantages for advertising are as follows:  

1) Personal character of communication; 

2) Greater focus on the target audience; 

3) Use of various means of communication; 

4)The creation of online communities, which in the future will become a structured audience for advertising; 

5) The ability to account for contacts with advertising appeal; 

6) Relatively low cost of contact; 

7) Interactivity (tracking the reaction of the audience to the advertising appeal; the ability to enter into a dialogue with the recipient); 

8) Monitoring the effectiveness of the advertising campaign on social networks,  

Specialists in the field of advertising communications note that, undoubtedly, online advertising has advantages over other media. However, there are drawbacks to this type of advertising, and above all, the audience is limited only by network users, the problem of fake users (fakes, bots) and violations of the terms of use of the social network.  

It should be noted that Instagram today has a clear advantage over other social networks – it is an ever-growing active audience with a high index of user engagement. In this regard, this network is quite attractive for advertising and promotion of goods, services of both representatives of well-known brands and large companies, as well as medium and small businesses.  

One of the most important components of Instagram is content strategy. The term ‘content strategy’ appeared in the 1990s and it was first used by Ann Rockley, an expert in organizing and providing information online. The main differences between Instagram is the audience’s focus on visual content (photo, video), and for successful page maintenance you need to develop a strategy, identify your audience, draw up a content plan. Content will primarily include photos and videos, nevertheless, additional tools as hash tags, geo-tags, cross-posting can be used. Instagram is a social (photo) network and it is most popular among users due to its simplicity. Thanks to this program, you can not only store your photos in the memory of your mobile device, but also demonstrate them to the whole world, creating a huge community around you, which are your subscribers.

Today, the methodology and tools for creating content strategies are developed by practitioners and implemented in various media projects. In the theoretical aspect, the methodology of the content strategy has been little studied, but in practical terms it forms a component of any activity, since it becomes the subject of awareness, training and rationalization. The content strategy methodology includes adaptive content and content management, branding, omni-channel publishing, and information architecture. The main components of the strategy are: content, structure, workflow and management. In development and implementation practice, understanding how these components interact with each other is important. Approaches to the development of content strategies can vary significantly depending on the type of activity, scope, features and target audience.  

The rapid growth of users in CIS countries of Instagram dictates the need to think through their own content, its strategy and promotion, in order to attract and retain followers. For the convenience of users, an algorithmic feed to show users content that can get their attention is used.

For the development of a personal blog, working on content and the use of targeted advertising are priority tasks. As part of the development of a content strategy, it becomes necessary to create and manage adaptive content. High-quality content allows to increase the number of subscribers and competently position the feed. The methodology and tools of the content strategy are constantly being improved, taking into account the interests and demands of a modern audience. The prevailing stereotype that social media is only for a young audience should be changed, and brands need to take into account the interests of not only a young audience, but also a more mature generation in the development of their content strategies. New technical features used in social networks make communications more effective, as they allow to interact with subscribers in an interactive mode, to identify the reaction to posted posts, to engage into a dialogue.  

Thus, today Instagram is becoming the most promising platform for building successful communications in new media. User engagement is highest compared to others, which indicates the audience’s interest in the content posted by bloggers and companies. To increase the effectiveness of communications and maintain a leading position among social networks, it is necessary to constantly improve the methodology and tools of the content strategy, promote content, and carry out content management, 

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