#PROMO; An Exploration into Instagram Influencers’ Promotional Techniques

Abstract

This exploratory study addresses the sheer growth of influencer marketing over recent years. With social media - and in particular Instagram - user numbers are expanding year upon year. Resulting in brands being increasingly required to utilise influencers to reach wider audiences. This research looks at the popularity of Instagram as a marketing platform, while discussing the differentiated criteria for identifying as an influencer. Through establishing a general background on marketing and social media platforms, the research examined influencers’ perception of Instagram as a tool for promotional activity. With copious amounts of competition both in the business world and on social media, the research gained an insight into how influencers stand out to potential collaborations/followers. A deeper understanding of repeat collaboration incentives was also found throughout the research project. Qualitative research was determined the most suitable methodology to allow enhanced understanding into influencer promotional tendencies, due to a limited number of existing studies. Semi-structured interviews were conducted on six influencers with between 10,000-20,000 followers. The study determined that influencers are granted flexibility by brands to compose posts tailored to their fully engage their follower demographic. For influencers to increase exposure and attract brands – the research found that individuality and authenticity are of high importance.