THE EFFECTIVENESS IN THE USE OF INSTAGRAM IN THE PROMOTION OF B2B COMPANIES

Resumo

This paper contains data from statistical studies of foreign agencies on the use of social networks in promoting companies of the B2B segment (Business to business) and their effectiveness. The emphasis was placed on the social network Instagram, as it is one of the fastest-growing platforms for marketing and it has fundamental differences from other social networks. As the main methods for conducting the study, non-participant observation, monitoring of articles and results of marketing research, a comparative analysis of Instagram accounts of B2B companies and quantitative content analysis were used. It is assumed that the chosen methodology most adequately reflects the real specifics of the promotion process in the segment selected for the study. In the process of studying articles of promotion specialists on social networks, the goals of promoting B2B companies, their target audience, the main types of content and other features of maintaining an account for using the Instagram platform as an effective marketing tool were identified and described. As a result of the analysis of statistical data obtained within the framework of various large studies and successful cases on the natural promotion of Instagram accounts of world B2B companies, conclusions were drawn about the effectiveness of using the social network Instagram for the B2B segment