Grow Your Brand on Instagram. Case: Clinic Estetic

Instagram was created as a social network for visual content. Nowadays it has become more of a platform for promoting itself, as well as its brand, services and products. Being on Instagram, companies reach customers, showcase products and services and demonstrate their culture. As a representative of visual content, Instagram has its own specifics regarding marketing and communication tools. The purpose of the thesis is to promote the brand on Instagram and use the platform to communicate with the audience efficiently. Clinic Estetic commissioned this thesis; it is a plastic surgery clinic offering modern high-tech medical services. Their main sphere of activity is aesthetic medicine. However, the company has not had a strong Instagram presence. The objective of the thesis is to plan and implement actions in order to develop Instagram for Clinic Estetic. The main demarcation of the thesis is the budget given for page development and advertisement. The theoretical part covers general information about social media marketing and the evolution of Instagram. It gives an in-depth overview of Instagram marketing, including content, engagement, paid advertisement and visuals. For the empirical study, the data were obtained from benchmarking and observations, as well as document and content analysis. The empirical part of the thesis presents the interview with the owner of the clinic, the implementation of actions and analyses of the Instagram indicators. The findings suggest which ideas to use for future development of the profile. This procedural thesis was written utilizing the zipper method. This included the theoretical background, practical application regarding this case study and the results. These results showed significant changes to the Instagram page design and introduced both new content and a wider use of Instagram features. This brought an increased number of subscribers and increased activity, as well as serving as a strategy for further use of the Instagram page. The project took four months to complete, from February 2019 to May 2019