Aim: To determine how content marketing stimulates interests and influences consumers in their decision-making process using Instagram, Video
Objective :
1. To investigate the use of content marketing past, present and future.
2. To examine how content strategy has evolved with the growth of social media and it is viable strategy with future trends in social media evolution.
3. To analyse the relationship between content marketing and consumer behaviour. (including brand loyalty, brand awareness, lead generation theory)
4. To investigate how Instagram catches consumers attention through video Attention theory video content AIDA and stimulate theory
LITERATURE REVIEW
1. Instagram
1.1. Marketing on Instagram
Instagram is an application which the people use to socialise and it is also used as tool to market businesses. Marketers use this application to create awareness of their products, but also to create such content that gains the attention of customers and stand out example if a brand does some work for NGO they add that on their Instagram account. Instagram is the best place for brands to create contests, giveaways example brands like ASOS, New look ask their customers to use their product and tag them on Instagram. It helps the brand to create communicate to audience, give insights, create different content using features and tools like such as sticker polls, sponsored posts , contact button i.e. email, website, direction, storefronts where customer can directly click on the product featured in the visual and make the purchase. There is a new feature on Instagram called IGTV which frequently used by fashion brands like Louis Vuitton, Gucci etc.
1.2 Fashion Conversation Data on Instagram by Yu-I Ha; Sejeong Kwon; Meeyoung Cha; Jungseock Joo 13th April 2017
The fashion industry is making its presence in visual centric world. Visuals, a very powerful tool on social media which helps to grab the attention, helps the brand to communicate and advertise (Messaris 1996; Joo et al. 2014) with their customers which is very important for fashion business as appearance is the important factor of the fashion brand. Social media enables higher bandwidth for product information. Fashion industry has started using social media platform by strategizing campaigns. Millions of images, videos are uploaded by the brands every single day. The focus of the article is about what kind of images are liked by the audience looking different aspects like captions, hashtags, likes, comments and annotated and predicted visual content variables. This data would help in giving insights about consumer engagement, measuring the campaign, viral marketing, attitude of the audience towards the brand. CNN (Convolutional Neural Network) qualitative evaluation, use of public software was done in the research. Through this research it was found that most of the brands post images product type even though body snap and selfie were more liked. It was also found that some images did not fall in fashion. Several failures were also due to clickbait, advertising and zoomed in images of textiles which were not engaging to consumer.
2. VIDEO MARKETING: BEST PRACTICES AND SIMPLE TIPS FOR LIBRARIES by Robin O’Hanlon ; Heather A. Dalal ; Karen L. Yacobucci, 01 December 2017
Videos not only educate the audience but also help them in knowing the brand. Sometimes video marketing is misunderstood as manipulative. Video marketing is done by for a specific target audience. Online video content has been evolving since decades (Bowman, 2017). Messsage encoded audience in an emotional way not just selling the product. If the quality of content video is not convincing, the audience would skip watching the video it is necessary to invest time, budget, collabartion, hiring professionals, appeal, planning in the video. A lot of fashion brands are using videos marketing tool to increase their business. Making sure the purpose, target audience, length, quality of content, branding
Content Marketing and business
Social media and marketing
Visual content marketing
3. Evolution of content marketing
Strategic Use of Social Media for Small Business Based on the AIDA Model
4. The World’s Gone Mobile : Video of the Future by Smithfield, Taylor October 2018
Technology has huge impact on our interests and habits. The way we consume the content is always technology drive from television, radio to virtual reality. As the technology get advance people get advance. It started with Nokia, Blackberry phones to its iPhone. Competition Driven Advancement – Instagram which is one of the top most premier platform for mechanising and marketing for business . Millions of brand use this platform to engage with their audience with quality of content. Every brand/company whether it is whether it’s about food, fashion, magazine, corporate, travel has an Instagram account. On June 20, 2018 Instagram introduced IGTV. Before that, Instagram was a photo sharing app and videos couldn’t exceed more than 60 seconds. IGTV is basically Instagram television where there is no limit of 60 seconds and brands can exceed the limit of the videos. YouTube doesn’t have 60 seconds limit. Supply Meet demand – 94% of people hold their phone vertically, IGTV came up with vertical video orientation as people are constantly on their phone as to give them mobile experience you need to give audience what they want otherwise they might replace you. Content Creating personalised content- When it comes to usage, people live on Instagram, whereas people use YouTube to watch a particular video or a channel. Instagram allows the users to upload the video on IGTV using desktop so that the user can post a polished, edited content. Brands take advantage of this application for marketing and brand plans by creating all kinds of content like behind the scene, unboxing, interviews, how to use, precaution, It could be used a part of marketing plan. Standing out of noise – YouTube has a saturated market consumer live on Instagram, Snapchat. IGTV can play a crucial role for start-ups business, to make consumer build trust towards the brand by creating content using IGTV uploading product reviews, how to do, etc. Brands like Burberry, Zara, Louis Vuitton have started using IGTV.