Advertising specifics on Instagram social network

Brojna istraživanja ukazuju da su društvene mreže iznimno korisne kao marketinški alati, a posebice i alati odnosa s javnošću. Svoju prisutnost i prepoznatljivost na društvenim mrežama tvrtke su počele ozbiljnije graditi unazad desetak godina. Smatra se kako društvene mreže omogućuju bržu i jednostavniju komunikaciju s potrošačima, korisnicima i klijentima te su one alat putem kojeg je moguće unaprijediti svoje poslovanje ili pronaći nove poslovne partnere. Iako Instagram platforma postoji tek samo 8 godina, ostvaruje uspješne rezultate kao i značajan brojčani porast korisnika svih starosnih skupina. Istraživanja u 2016. godini su pokazala kako je Instagram po broju korisnika nadmašilo Tweeter te objave s Instagram platforme imaju mnogo veći odaziv korisnika u odnosu na Twitter i Facebook. Sukladno tome, oglašavanje na Instagramu postaje sve popularnije te tvrtke kako bi ostvarile konkurentsku prednost na tržištu koriste upravo ovu platformu kako bi se predstavile u kreativnom okruženju sve zainteresiranijoj publici. Instagram je od svog osnutka doživio brojne promjene i modifikacije, nudi mnoge mogućnosti za korisnike i oglašivače te zahvaljujući tome i dalje raste.Numerous studies show that social networks are highly useful as marketing tools and especially as public relations tools. In the last decade or so, companies have started to build their presence and visibility on social networks more seriously. Social networks are considered to improve speed and to simplify the way companies communicated with consumers, users and clients, also social networks allow companies to improve their business activity or to find new business partners. Although Instagram has been around for eight years, its business model is successful and the number of users of all age groups is growing significantly. Studies in 2016. showed that Instagram have surpessed Twitter by the number of users and that Instagram posts have much higher user response compared to Twitter and Facebook. Consequently, Instagram advertising is gaining popularity and companies that want to gain competitive advantage on market, use this platform to present themselves in a creative environment to the more interested audience. Instagram has been experiencing numerous changes and modifications since its creation, offering many opportunities for users and advertisers, and because of that it continues to grow