Ø Instagram only recently joined the algorithmic movement

Ø  Social media are promoting
to the digital advertising which are 
cost-efficient .

Ø  Social media websites are also
promoting free of charge.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

Ø  A number of spend on paid
ads online, the cost is still cheaper measure up to traditional marketing.

Ø  Statistical
data and outcome are effortlessly recorded.

With
Google Analytics, specialists can without difficulty confirm if the strategies
are operational.

Condition
without difficulty create better satisfied for improved marketing.

Ø  Not just aim audience
be able to be reached, but as well as the audience from all around the globe

Importance of Social Media in Digital
Advertising:

One
huge thing that early-adopting entrepreneurs loved about social media marketing
was, for the most part, it was free. While that’s still technically true some
of the top networks — including Facebook, Twitter, and Instagram — have
switched to what are known as algorithmic feeds. Instead of displaying posts in
reverse chronological order, algorithmic feeds attempt to show users the “best”
posts first, often leading to marketing posts to going unseen.

The
first big impact of algorithmic feeds was felt when Facebook changed from a
“Most Recent” feed to a “Top News” arrangement by default. Suddenly thousands
of small business owners with Facebook pages saw their engagement numbers drop.
Essentially the change meant that, even if customers “liked” your page, that
wasn’t enough to ensure they would see your posts.

Twitter and Instagram only
recently joined the algorithmic movement with both networks still in the
process of fine tuning and rolling out the changes to all users. However some
small business marketers are already feeling the effects. While there are a few
workarounds where businesses can plead with their
fans to change their settings in order to keep up with their latest posts, for
the most part, social media advertising is now a pay-to-play game.

Instagram – An Effective Social Media App:

Perhaps the best part of
using these social advertising tools is that they allow you to easily set a
budget for your campaign and preview what results you can expect to see for
that amount of money. There are also very low minimums to get started with most
of these ads — often $5 will actually go pretty far. This is important because
experimentation is key for success with these ads. If you’re new to social
media advertising you may want to try a few different strategies with small
budgets to see which works best before investing more in any one campaign.

Advertisements on Instagram:

Instagram ads appear in a bold, linear format at the
centre of visual inspiration.

My favorite Instagram
marketing tip is to mix up your posting strategy by including videos in
addition to photos.

As marketers, we all know
that Instagram is about visual storytelling, but with a video you can actually
bring your story to life. Videos are valuable asset that can be used to engage
fans, grow your follower list and drive traffic. If you are attending an event
or celebrating birthdays or festivals at your workplace, it would be effective
to share the story of your celebration in video format. Posting pictures of behind
the scenes or working model of your organization will certainly be beneficial.
But, I would suggest to post videos every once a while that narrates your work
culture and some fun activities. This digital marketing idea will eliminate the
boredom of routine post that your followers are updated with regularly.

Brands like Oreo, Burger
King, Spotify and many others have leverage the use of videos to keep their
audience engaged.

Hashtags are like the
address to your post. They point the audience towards your post. This is how
your post will be noticed by the users. A brand can use Instagram’s explore
feature to find trending hashtags and explore posts with these tags. If these
trending tags are relevant to your brand, include them in timely posts to aid discovery.

It is important to post engaging images
with compelling taglines and hashtags to reach out to the widest possible user
segments.

Photo ads

Tell your story through a clean, simple and beautiful
creative canvas. Photos can be in square or landscape format.

Video ads

Get the same visually immersive quality as photo ads, with
the added power of sight, sound and motion. And now, you can share videos that
are up to 60 seconds long in landscape or square format.

Carousel ads

Add another layer of depth to campaigns, where people can
swipe to view additional photos or videos in a single ad.

Stories ads

Complement your feed content with ads on Instagram
Stories. Connect with over 300 million accounts using stories daily. Learn
more about stories ads and specs.

 

Influences of Advertisement on Instagram
Users:

Allows To Meet Your Business
Goals.

From sparking inspiration to driving action, get the
business results and customers you care about.

Awareness

Drive awareness of your business, product, app or service.

·      Reach

·      Reach and frequency

·      Brand awareness

·      Local awareness

Consideration

Make potential customers more aware of your products or
services.

·      Website clicks

·      Video views

·      Reach and frequency

Conversion

Increase product sales, mobile app download and even
visitors to your shop.

·      Website conversions

·      Dynamic ads on Instagram

·      Mobile app installs

·      Mobile app engagement

 

Research Methodology

The
use of social media sites as part of a company’s marketing strategy has
increased significantly in the past years. Regardless its popularity, there is
still very limited information to answer some of the key issues concerning the
effectiveness of social media marketing.

We researched not only the causes of the inefficiencies that Digital
Advertising encounter but also how they limit effective use of Social Media-
Instagram. The impact is extensive. 40 Instagram followers were asked to fill
the structured questionnaire and 35 judiciously filled questionnaires were
further statistically analyzed.

This
study is an attempt to understand the Effectiveness of digital advertising on
social media. The intent was to scrutinize revitalization on social media.

Objectives of the Study:

Ø 
To know Digital and
Social Media Strategic Imperatives.

Ø 
To study Strategic
Insights of Social Media Imperatives.

Ø 
To know the
effectiveness of digital Advertising.

 

Hypothesizes:

H1: Digital Advertising
has a strategic imperative in converting consumer’s responses.

H2: Digital
Advertising is an effective form to motivate consumers.

Major contributions:

Instagram
advertising related activities were analyzed to identify the correlation
between the effectiveness of digital advertising on social media sites. The
theoretical part is framed through the books, journals, previous research
papers and articles. Researcher attempted to study and investigate
effectiveness of digital advertising on social media sites specifically Instagram. Also total of 35 follower’s
surveys were collected in Amravati and these were analyzed using statistical
tools.

Analysis of Effectiveness of Digital
Advertising on Instagram:

In this researched 35 instagram followers were interviewed with a structured
Questionnaire and were judiciously distributed to get the feedback. The new
generations are on social media and have the great liking towards instagram. In
the table no 1 representing the accurate response which is divided into three
parts Gender, Age, Education, with the help of this data we can easily knowing
the gender ratio of the active user’s .As well as the maximum use of instagram
in particular age group i.e.  in 21-30
age group is highly active. And lastly according to Education profile graduates
and post graduates shows interest in getting involved and acquire knowledge of
media surfing.

Table no: 1

Respondents profile.

RESPONDENTS PROFILE

GENDER

PARTICULARS

NO. OF RESPONDENTS

MALE

18

FEMALE

16

TOTAL

35

AGE

LESS THEN 20

10

21-30

16

30 AND ABOVE

9

TOTAL

35

EDUCATION

UPTO 12

11

GRADUATION

12

PROFESSIONAL

2

POST GRADUATION

12

TOTAL

35

 

 

Table no: 2

Popularity of Instagram

SPAN OF USING INSTAGRAM

RESPONDENTS

UPTO 1 YEAR

7

1-3 YEARS

18

3-7 YEARS

10

TOTAL

35

Instagram was launched in 2010 in the span of last 8 years and As per
this survey it can be seen that instagram gained popularity in last 3 year. Since
the Highest span of using Instagram   is
1-3 Years, then 3-7and last upto1year.

Table no: 3

Reasons respondents find Instagram useful for.

REASON YOU FIND INSTAGRAM USEFUL

PARTICULARS

RESPONDENTS

Connecting with friends

5

Exploring creativity

12

To enhance social media activeness

8

To keep updated with the upcoming products services and events

10

TOTAL

35

The feedback which is observed in the above table i.e. reason you find
instagram useful  among Respondents 12
Respondent show interest in Exploring creativity.10 respondent are interested
in being updated with the upcoming brands and services, 8 respondents
interested in social media activity and remaining  5 Respondent are in connecting with friends.

 

 

 Table no: 4

 Advertisement on Instagram communicates the
company’s message completely.

Advertisement on
Instagram communicates the company’s message completely.

PARTICULARS

RESPONDENTS

AGREE

19

STRONGLY AGREE

14

NIETHER AGREE NOR DISAGREE

2

DISAGREE

0

STRONGLY DISAGREE

0

TOTAL

35

Instagram users are satisfied with the Advertising on Instagram. They
agree that the advertisements communicate the company message completely and
motivate the respondents.

Table no: 5

Influence of advertisements on Instagram                       

Do you get influenced
by the advertisement on Instagram

PARTICULARS

RESPONDENTS

AGREE

25

STRONGLY AGREE

6

NIETHER AGREE NOR
DISAGREE

4

DISAGREE

0

STRONGLY DISAGREE

0

TOTAL

35

Instagram followers get influenced by the advertising on instgram  on the basis of responses seen above i.e. 25
respondents are agree with this ,6 are strongly agree, only 4 respondent  are neither agree nor disagree. But Major
respondents show Agreement to the above statement.

Table no: 6

Motivation to purchase the product or items
advertised on Instagram

I get motivated to
purchase the product or items advertised on Instagram

PARTICULARS

RESPONDENTS

AGREE

21

STRONGLY AGREE

8

NIETHER AGREE NOR DISAGREE

6

DISAGREE

0

STRONGLY DISAGREE

0

TOTAL

35

Instagram followers get motivated to purchase the product or items
advertised on instagram  21
respondent  agree they get motivated ,8
respondent Strongly Agree, only 6 respondent Niether agree nor Disagree so
major respondent are having positive response.

Table no: 7

Products
for which respondents get influenced by the advertisement

Products
u get influenced by the advertisement

PARTICULARS

RESPONDENTS

CLOTHS

14

FOOD ITEMS

1

ELECTRONICS

9

FOOTWEAR

6

BOOKS/MAGZINES

2

ACCESSORIES

3

TOTAL

35

As observed in the table above, seven different categories of products
are mentioned, amongst them cloths are preferred by  respondents to the highest in number 14,
second  position Electronics 9
Respondent, on third position Footwear 6, food items, books/magazines
,Accessories are very low preferences.

Cross tabulation analysis:

Various aspects of the questionnaire have been cross tabulated by the
researcher so as to know the impact of variables on each other.

Table no: 8

Gender wise Influence of advertisement of instagram on users

Influence of the
advertisement on Instagram

RESPONSES

GENDER

Cross Table – 1

FEMALE

MALE

 Grand Total

AGREE

11

14

25

STRONGLY AGREE

3

3

6

NIETHER AGREE NOR DISAGREE

3

1

4

DISAGREE

0

0

0

STRONGLY DISAGREE

0

0

0

Grand Total

17

18

35

It can be clearly seen in the cross table above that maximum number of
male respondents i.e. to the fact that they get influenced by the
advertisements on Instagram.

Table no: 9

Age wise Influence of advertisement of Instagram on users

Influence of the
advertisement on Instagram

RESPONSES

AGE

Cross Table – 2

LESS THEN 20

21-30

30 AND ABOVE

Grand Total

AGREE

10

11

4

25

STRONGLY AGREE

3

2

1

6

NIETHER AGREE NOR DISAGREE

2

1

1

4

DISAGREE

0

0

0

0

STRONGLY DISAGREE

0

0

0

0

Grand Total

15

14

6

35

 

It can be clearly seen in the cross table above that maximum number of
respondents in the age group of 21-30 show influence of the advertisements on
instagram.

Table no: 10

Gender
wise influence of advertisement on Instagram for products

Products  influenced by the advertisement on
instagram

PRODUCT

GENDER

Cross Table – 3

FEMALE

MALE

Grand Total

CLOTHS

9

5

14

FOOD ITEMS

 

1

1

ELECTRONICS

2

7

9

FOOTWEAR

 0

6

6

BOOKS/MAGZINES

2

0

2

ACCESSORIES

3

0

3

Grand Total

16

19

35

From the above table it can be observed that the advertisements on
instagram motivate the respondents belonging to both the genders for buying
products of different categories. It also shows maximum motivation of female
segment in cloths and male segment in footwear’s.

 

 

 

 

 

Table no: 11

Impact of advertisement on
respondents

Impact of advertisement

Advertisement on
Instagram

Cross Table – 5

AGREE

STRONGLY AGREE

NIETHER AGREE NOR DISAGREE

DISAGREE

STRONGLY DISAGREE

Grand Total

AGREE

11

13

1

0

0

25

STRONGLY AGREE

5

1

 

0

0

6

NIETHER AGREE NOR DISAGREE

3

 

1

0

0

4

DISAGREE

 

 

 

0

0

 

STRONGLY DISAGREE

 

 

 

0

0

 

Grand Total

19

14

2

0

0

35

From the above table it can be observed that the advertisements on
instagram have a great impact on the respondents, since maximum respondents
strongly agree to the fact.

Hypothesis testing:

H1: Digital
Advertising has a strategic imperative in converting consumer’s responses.

Table no: 12

Products  influenced by the advertisement on
instagram

PRODUCT

AGE

Cross Table – 4

LESS THEN 20

21-30

30 AND ABOVE

Grand Total

CLOTHS

3

9

2

14

FOOD ITEMS

0

1

0

1

ELECTRONICS

4

2

3

9

FOOTWEAR

2

3

1

6

BOOKS/MAGZINES

1

1

0

2

ACCESSORIES

2

1

0

3

Grand Total

12

17

6

35

H­­­­­­­­­­­­­0: there is significant strategic imperative seen by the Digital Advertising on the Instagram users for purchasing various
products.

H­­­­­­­­­­­­­1: there is no significant strategic imperative seen by the Digital Advertising on the Instagram users for purchasing various
products.

Researcher with this cross tabulation
tries to understand relationship between these two variables, if any. Here we
accept H0 because p value is less than 0.05 i.e. p-value-0.48.
Hence it can be said that respondents show a significant strategic imperative by the Digital Advertising on the Instagram for purchasing various products.

H2: Digital Advertising is an effective form to motivate
consumers.

Table no: 12

Products  influenced by the advertisement on
instagram

PRODUCT

GENDER

Cross Table – 3

FEMALE

MALE

Grand Total

CLOTHS

9

5

14

FOOD ITEMS

 

1

1

ELECTRONICS

2

7

9

FOOTWEAR

 

6

6

BOOKS/MAGZINES

2

0

2

ACCESSORIES

3

0

3

Grand Total

16

19

35

H­­­­­­­­­­­­­0: there is significant motivation seen by the Digital Advertising on the
Instagram users

H­­­­­­­­­­­­­1: there is
no significant motivation seen by the Digital Advertising on the Instagram users.

Researcher with this cross tabulation
tries to understand relationship between these two variables, if any. Here we
accept H0 because p value is less than 0.05 i.e. p-value-0.039. Hence it can be said that respondents show significant motivation from
the advertisements seen on Instagram.