Apple’s Marketing Strategies for the Social Network Instagram

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Table of Contents

Introduction
Discussion
Conclusion

Introduction

The purpose of this memo is to provide guidance on Apple’s marketing strategies for the social network Instagram. Instagram, as we know, is primarily a media-focused virtual platform that allows users and corporate accounts to share photos and videos, make posts and publish short stories. A brand’s presence on this social network is an important strategic decision that helps increase company loyalty and create an additional channel of communication with potential customers.

Discussion

There is a myriad of marketing metrics on Instagram that determine the success and reach of specific publications. The most obvious ones are the number of likes and comments under posts. The likes should be understood as the user’s positive reaction to the content — if the topic of the publication evokes positive emotions in users, they may leave a “like,” thereby showing their approval. A comment, in turn, is a more resource-intensive reaction because it forces the user to write a text – this comment can be either positive or negative, depending on the user’s emotions. An additional, non-obvious metric is the number of characters in the text of the post. It is believed that the number of words (characters) is an essential parameter for the attractiveness of a post. Too much text can make the user bored, while too few words will be uninformative. The memo is based on a pairwise regression analysis between the three variables discussed.

The regression and correlation analyses performed demonstrated a lack of statistical significance in the coefficients of the respective regression equations. At the same time, weak negative correlations were found between the variables. As for recommendations, this means that Apple should not focus only on the number of likes and comments and the number of characters in text posts, as this does not demonstrate the desired patterns. In other words, the company can continue to experiment with the formats and length of posts to achieve greater reach and appeal among users.

Conclusion

Apple is thus free to choose its publications since the number of likes and comments has had no pattern over the past two months. For this reason, the proposed next steps include continuing to post, increasing the number of posts, and collecting new marketing data for the first quarter of 2022 to broaden the scope of the analysis.

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Apple’s Marketing Strategies for the Social Network Instagram

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