Evaluation of Instagram

All of the 22 respondents declare to use Instagram on a daily basis. They are all active users and consume different contents, as lifestyle, health related content, travel, fashion, beauty, food, news and politics. Some of them like to follow inspirational pages, music and animal pages.

Regarding the fashion industry, some claim that they follow high end market brands, like Gucci, while others follow small and independent shops because they are interested in the clothes and in the story behind the brand. Among several reasons to follow fashion brands on Instagram, we found out that inspiration is the most common one. For example respondent 2, when she was asked The reasons why she was following fashion brands on Instagram, she replied:

The authors aim at understanding whether social media and Instagram in particular foster a connection between consumers and brands. The interviews show that, out of 22 interviewees, very few did not feel emotionally connected to the brands they follow on Instagram. As an example, the authors asked “Do you feel a closer connection with the brands you follow on Instagram?” and this was what the third interviewee replied:

“Because I like their content and I get inspired by them, I also discover new things and maybe then I purchase them after.” (Respondent 2).

Interviewees generally think that Instagram is a good and effective marketing tool, able to gather data about its users and track their preferences. As we mentioned in the theoretical background, Instagram is a powerful platform, used especially among the Millennials and Generation Z . Our interviewees belong to these two generations.

For example, this is expressed by respondent 1:

Another interesting point of view comes from the 18th interviewee.

“Yes because I can have a better overview of products. If I have previously seen some clothes online and on Instagram I check how clothes fit together and there is an emotional connection with the brand

on Instagram. I always check first on Instagram and then in the store.”

The researchers found similar answers from other respondents as well.

Interestingly, some of them mentioned the fact that they feel connected when the content looks less edited, more raw (Interviewee 5).

“Right now all brands should be active on Instagram, because right now people are using Instagram more than Facebook for example. Also with Instagram stories people can see how products fit and brands can really use it for launches and so on. I think it can be a really good strategy to market a brand on Instagram.” (Respondent 1).

The respondent states that:

Other reasons to follow a brand on Instagram are: to be updated on the new collections and products, to see the fittings’ backstage and catwalks and because the content is interesting. The authors wondered whether following a brand generated a feeling of connection from the consumer perspective.

To the question “Do you feel a closer connection by following to the brands you follow on Instagram?” the 19th respondent replied:

Many respondents claim that they started to follow brands because influencers were sponsoring them. For example, the 17th interviewee mentions that she started to follow Dior after seeing Chiara Ferragni’s wedding on Instagram (Respondent 17). On the other

“Instagram is good for segments such as young people because it allows them to be constantly updated, for instance about fashion brands

with new clothes or new trends. I think it's quite useful to reach out the

“young people” segment of population, also in a creative way because Instagram really changed the way brands approach people because

they might create stories, videos and new media content, which is different from the classic advertisements we find on magazines, which

is more static. On Instagram, anyone uses different mediums such as videos and IGTV, and it is more dynamic and creative.” (Respondent

18).

“Yes, because I think that your identity, online identity, is also related to the things you're following. So I follow pages in line with my interests and sometimes I see pages that friends I trust are also following. Then I

am more inclined to follow that page. Then the brands’ content I follow is what I see everyday and somehow this content comes into my head

and somehow it sticks in it. Therefore, it is important to choose well what to follow.” (Respondent 19).

hand, the 20th respondent clarifies the relationship between brands and influencers by saying:

This point is fundamental in our research because we mentioned how important the role of influencers is. The fact that all the respondents follow influencers generate some relevant results, which are coherent with the literature review. It is interesting to note how influencers are able to drive attention to the brand pages and create engaging content that users generally like to watch. Most of the respondents prefer to follow influencers rather the brands that they represent because of the human connection with them and their life. In fact, taking the words of the fifth respondent, who when she got asked “Did you find the content more appealing than the influencer herself?” replied

“I think influencers are great tools for brands. I am a bit biased here because I do work with influencer marketing. I definitely think that influencers can create these stories, which are very strong and their storytelling works. Because their followers want to hear what they have

to say. And they are able to establish a relationship of trust with both the brands they collaborate with and their audience. They also acknowledge that brand that they are promoting.” (Respondent 20).

“I actually prefer the influencer, as I think there is a hidden story and a life behind it. So I think that content to me is more appealing than the

brand itself. It is a person talking to an audience rather than a company.” (Respondent 5).

Respondents seem overall engaged by the influencers’ content; some look at it as they watch TV, for entertainment, others because they like the way communication is established on Instagram and others again because they are inspired by the influencers’

lifestyle. As an example, the third interviewee pointed out that:

In this sentence the element of authenticity is dominant. We will cover this topic shortly.

Another interesting point is brought by the second respondent.

She was asked:

“Did you find the content more appealing than the influencer herself?” and her answer was:

The brand content is seen as much more edited than the influencers, as their content is seen as not only advertisements, but also casual pictures from their everyday life.

“When I was younger I followed so many influencers, while now I follow only few of them and I selected only the ones that I consider authentic,

more realistic and not built-up. I do not like what I consider too superficial and unrealistic. I prioritize authenticity. I am engaged by their

content because it’s not only about fashion, but they literally show their lives.”(Respondent 3).

“I follow the influencer first and then the brand because the influencer creates an interest in the brand. The influencer content is more interesting because there is a life behind a simple Instagram profile. But

to have a better overview of the product then I visit the official brand page to see all products.”(Respondent 2).

The authors also raised another important point during the interviews; whether it is considered essential that influencers look credible and authentic when they are sharing some content with their audience. All 22 respondents thought that it is absolutely important that the content they are exposed to looks authentic. Many of them mentioned the fact that they do not like to see the same products sponsored over and over again by the same influencers, as they have the perception that both the influencers, who appear repetitive, and the related products are low quality.

Taking the words of Respondent 13:

In the last section of the results we will analyze deeply brand authenticity, concerning the case studies, and whether Instagram as a platform is considered authentic or not.

Furthermore, the brand community aspect was investigated in the interviews. Few respondents feel part of a brand community after purchasing something, mostly because they generally feel attached only to brands they have been knowing for many years and there is already an established connection. For example, some respondents mentioned the fact that they are a Nike fan and that they are currently using the Nike training app, which can be considered a sort of brand community, as there is an open discussion about fitness and Nike products. Others argue that they need to buy more than one product to feel part of a brand community, but if they are loyal to the brand then they definitely feel part of a brand community on Instagram. As the respondent 9 says:

“I think it it's very important because I would never buy something that to me seems like fake. I would just like skip that story, because I think it’s so boring. It's something repetitive that I have already seen like 200 times. While, if they are good at integrating the product in an interesting

and interactive way, as when they tell why they like the product and how to use it, then It's effective “(Respondent 13).

Another interesting perspective comes from respondent 4. She states: