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Consumer perceptions and engagement with paid and organic instagram content: insights from personal care brand interview
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Resumo(s)
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.
Descrição
Palavras-chave
Instagram Ads Organic content Skincare Consumer perceptions Consumer preferences Conjoint analysis Perceptual map