How the business strategies in Instagram affect Brazilian digital marketing

The news technologies have been affecting the strategies for business, sales, and marketing. Through the internet, industry and companies modified their process to achieve consumers that nowadays had digitals behavior. Digital Marketing Communication is a tool more efficiently used in the social media market, to build a better relationship with the clients and improve the experience, process, and offer products and services. Kotler, Kartajaya & Setiawan (2017) appointed for how the brands need more attention to increase and retain customers as well to insert yourself in the experience market. The best Social Media for influence market is Instagram (Darma 2019). The app works as a platform for sharing videos and photos, creating content, and is more efficient for increasing sales of products and services. According to Chen (2020) Instagram has more than one billion users on the platform with a global audience. Only in the United States has 116 million users, India has 73 million followed by Brazil with 72 million. This Essay will explore how the business strategies in Instagram affect digital marketing and social media presence of Brazilian brands. 

Instagram has a great influence on Brazilian digital marketing with 72 million users. With the app it is possible to see and share videos and photos, high quality, follow unknown people only for they have anything to offer you, for example, fashion, pet, models or entertainment services or products. For consumers, it has an impact on the possibility of analyzing this and buying faster. In the success strategies for marketing, offers their services and products for the audience or clients in a format they know is more useful. According to Kotler et al. (2017) with the overcoming of geographical and physical barriers, through the internet, the companies need to reaffirm their positioning in the market and have a clearer idea about the changes in competition relations (pp.25). Darma (2019) agrees with the authors and admitted that for companies digital marketing helps to build more effective communication relationships with their customers, offers products, services online, and reduced cost (pp.744). The Instagram platform was created in 2010, has 1 billion people and 85% themselves follow a minimum one business account. 

Social media advertising results in more interaction with the consumers and Brazilians are more social media users in Latin America and second in the world after the Philippines. The country has a big influence on the time spent with social media, including Instagram. Research from the Brazilian Institute of Geography and Statistics (2017) estimates that around 116 million people use the internet. The biggest social media competitor of Instagram in Brazil is Facebook, although Instagram is losing to Facebook in users but is the platform that has more interaction for sale. Facebook is more useful for networking, where people recognize and reconnect with others, it results in sharing quotidian with friends and family most of the time. Instagram has some advantages over Facebook for digital marketing, mainly for young people once that has more than 50% de users who are less 34 years old. 

Since Instagram created until 2016 it worked the same form: all posts were showing at the exact moment as their user's post. But in the last few years, the platform changed the process for the algorithm to have an impact on the form of how the photos and videos were seen. No more were seen at the same time as the posting but only information more relevant for each user. According to Darma (2019), the algorithm is a big data method that monitors the content, analyzes, and shows only 20% of the audience (pp.744). After that, the time exposition increases if there were likes, comments, and shares. The big change had an effect on the exposition of the information, approximated users with their preferences, and prioritized the number of interactions, sharing, comment, and likes. From that, Brazilian brands have been using the algorithm from Instagram investing more in the app. Iuge (2019) advised that nowadays around 70% of Brazilians sales occur by social media platforms from Instagram result in increased profit e-commerce.

Through the internet and new technologies, the companies are utilizing more social media to promote marketing digital. With Instagram standing out as the biggest sales platform, the business community sells its products sharing the experience with the customers, using digital influencers, histories, and digital characters to aggregate the value of the brands, mainly in Brazil stands out in the use of this app. The business strategies in Instagram affect digital marketing, social media to Brazilian brands because is a social media more efficient in the Brazilian digital market, offering their clients their needs in a format they know, resulting in increased sales of the products and services. To adapt to the needs of the market, the brands used the Instagram algorithm and in the investment more in the platform. 

Reference 

Brazilian Institute of Geography and Statistics (2017). Continuous National Household Sample Survey - Continuous PNAD https://www.ibge.gov.br/estatisticas/sociais/populacao/17270-pnad-continua.html?edicao=23205&t=o-que-

Chen, J. (2020, May 6). Important Instagram stats you need to know for 2020. https://sproutsocial.com/insights/instagram-stats/

Costa, T. (2019, October 17 ). Instagram algorithm: understand how it works and what you need to know to engage on the network! https://rockcontent.com/br/blog/algoritmo-do-instagram/#:~:text=No%20come%C3%A7o%2C%20o%20Instagram%20funcionava,com%20a%20ordem%20de%20postagem.&text=Ali%C3%A1s%2C%20o%20Instagram%20%C3%A9%20a,mais%20deseja%20em%20primeiro%20lugar.

Darma, G. (2019). Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage. International Journal of Innovative Science and Research Technology. 4 (1), 743-747, https://ijisrt.com/wp-content/uploads/2019/03/IJISRT19JA125.pdf. 

Iuge, C. (2018, December 19). Instagram leads sales in social networks and e-commerce grows on mobile. Retrieved from https://www.tecmundo.com.br/redes-sociais/137324-instagram-lidera-vendas-redes-sociais-commerce-cresce-mobile.htm

Kotler, P., Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0. Moving from Traditional to Digital. Sextante.