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Marketing research: market attitudes and perceptions towards Instagram paid content in personal care
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This research investigates how the increase in paid posts on Instagram influences consumer
perceptions and engagement with personal care brands. By combining expert and consumer
insights with quantitative methods, the study reveals key factors that shape consumer
preferences. It highlights the importance of balancing organic and paid content, with organic
posts fostering trust and emotional connections, while paid ads boost visibility. Experts
emphasize that a strategic mix, incorporating influencer collaborations, UGC, and engaging
video formats, helps make paid campaigns feel authentic. The research also shows that
consumers prefer medium frequency paid posts and content focused on lifestyle and education
over direct product promotion. The findings underscore the need for brands to align their
strategies with consumer preferences, focusing on authenticity and trust to drive engagement.
Descrição
Palavras-chave
Instagram Ads Organic content Skincare Consumer perceptions Consumer preferences Conjoint analysis Perceptual map