Consumer perceptions and engagement with paid and organic instagram content: insights from personal care brand interview

Abstract

Instagram’s algorithm has undergone several changes that impact the brands’ reach and effectiveness towards their audience and goals. This study focuses on consumer perceptions regarding skincare brands’ presence on Instagram, and their preferences about advertising on this platform, identifying features like content format, goal, call to action and partnerships. It employs a literature review, interviews with regular consumers and industry experts, a perceptual map, and a conjoint analysis to craft recommendations that resonate with consumer demand for credibility, utility and convenience. The research culminates with recommendations about balancing organic and paid content, audience targeting, leveraging innovative platforms and AR filters.