THE USE OF ORGANIC AND PAID ADVERTISING IN ORDER TO INCREASE REACH AND ENGAGEMENT ON INSTAGRAM PROFILE
In order to determine the most effective method of advertising on Instagram and attract users of the application to become permanent followers of the site, for the purposes of this paper, we used primarily collected data through weekly testing of seven selected methods. Five organic (increasi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University PIM Banja Luka
2022-11-01
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| Series: | STED Journal |
| Subjects: | |
| Online Access: | https://stedj-univerzitetpim.com/wp-content/uploads/2022/12/STEDJ2_2022_7_The-Use-1.pdf |
| _version_ | 1797334426037780480 |
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| author | Mirjana Milovanović Ivana Miljanović Vesna Novaković |
| author_facet | Mirjana Milovanović Ivana Miljanović Vesna Novaković |
| author_sort | Mirjana Milovanović |
| collection | DOAJ |
| description | In order to determine the most effective
method of advertising on Instagram and
attract users of the application to become
permanent followers of the site, for the
purposes of this paper, we used primarily
collected data through weekly testing of
seven selected methods. Five organic
(increasing the number of followers and
interactions - removing inactive followers,
tracking posting time, changing the number
of "tags", "liking" other users' content and a
combination of 4 "likes" and 1 comment)
and two paid directly from the Instagram
application (foreign advertising and advertising for the domestic market). The results of the research were processed by descriptive statistics. The paper represents the synergy of theoretical and empirical work. The first part will theoretically describe facts related to the second, empirical, part of the paper and the case study, which was designed and researched. The idea stemmed from the need to select the most successful methods from the large number of the ones used to organically increase the number of followers and the number of interactions on the site. There was also a need to check whether these methods were as good for advertising as they were paid for. Also, it was necessary to determine whether they bring results in relation to the invested engagement. Comparing the achieved results of organic and paid advertising methods, it was found that certain organic advertising methods give better results in some parameters than paid ones, while paid ones give better results in other parameters |
| first_indexed | 2024-03-08T08:20:34Z |
| format | Article |
| id | doaj.art-a457b63288f34a90abd344e37220f51e |
| institution | Directory Open Access Journal |
| issn | 2637-2150 2637-2614 |
| language | English |
| last_indexed | 2024-03-08T08:20:34Z |
| publishDate | 2022-11-01 |
| publisher | University PIM Banja Luka |
| record_format | Article |
| series | STED Journal |
| spelling | doaj.art-a457b63288f34a90abd344e37220f51e2024-02-02T06:18:17ZengUniversity PIM Banja LukaSTED Journal2637-21502637-26142022-11-0142647710.7251/STED2202064MTHE USE OF ORGANIC AND PAID ADVERTISING IN ORDER TO INCREASE REACH AND ENGAGEMENT ON INSTAGRAM PROFILEMirjana Milovanović0 Ivana Miljanović1Vesna Novaković2Banja Luka College, Miloša Obilića 30, 78000 Banja Luka, Bosnia and HerzegovinaBanja Luka College, Miloša Obilića 30, 78000 Banja Luka, Bosnia and HerzegovinaPaneuropean University Apeiron, Vojvode Pere Krece 13, 78000 Banja Luka, Bosnia and HerzegovinaIn order to determine the most effective method of advertising on Instagram and attract users of the application to become permanent followers of the site, for the purposes of this paper, we used primarily collected data through weekly testing of seven selected methods. Five organic (increasing the number of followers and interactions - removing inactive followers, tracking posting time, changing the number of "tags", "liking" other users' content and a combination of 4 "likes" and 1 comment) and two paid directly from the Instagram application (foreign advertising and advertising for the domestic market). The results of the research were processed by descriptive statistics. The paper represents the synergy of theoretical and empirical work. The first part will theoretically describe facts related to the second, empirical, part of the paper and the case study, which was designed and researched. The idea stemmed from the need to select the most successful methods from the large number of the ones used to organically increase the number of followers and the number of interactions on the site. There was also a need to check whether these methods were as good for advertising as they were paid for. Also, it was necessary to determine whether they bring results in relation to the invested engagement. Comparing the achieved results of organic and paid advertising methods, it was found that certain organic advertising methods give better results in some parameters than paid ones, while paid ones give better results in other parametershttps://stedj-univerzitetpim.com/wp-content/uploads/2022/12/STEDJ2_2022_7_The-Use-1.pdfinstagramorganic advertising methodsinternet marketing |
| spellingShingle | Mirjana Milovanović Ivana Miljanović Vesna Novaković THE USE OF ORGANIC AND PAID ADVERTISING IN ORDER TO INCREASE REACH AND ENGAGEMENT ON INSTAGRAM PROFILE STED Journal organic advertising methods internet marketing |
| title | THE USE OF ORGANIC AND PAID ADVERTISING IN ORDER TO INCREASE REACH AND ENGAGEMENT ON INSTAGRAM PROFILE |
| title_full | THE USE OF ORGANIC AND PAID ADVERTISING IN ORDER TO INCREASE REACH AND ENGAGEMENT ON INSTAGRAM PROFILE |
| title_fullStr | THE USE OF ORGANIC AND PAID ADVERTISING IN ORDER TO INCREASE REACH AND ENGAGEMENT ON INSTAGRAM PROFILE |
| title_full_unstemmed | THE USE OF ORGANIC AND PAID ADVERTISING IN ORDER TO INCREASE REACH AND ENGAGEMENT ON INSTAGRAM PROFILE |
| title_short | THE USE OF ORGANIC AND PAID ADVERTISING IN ORDER TO INCREASE REACH AND ENGAGEMENT ON INSTAGRAM PROFILE |
| title_sort | use of organic and paid advertising in order to increase reach and engagement on instagram profile |
| topic | instagram organic advertising methods internet marketing |
| url | https://stedj-univerzitetpim.com/wp-content/uploads/2022/12/STEDJ2_2022_7_The-Use-1.pdf |
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