COMPARISON OF INSTAGRAM INSIGHT WITH AND WITHOUT INSTAGRAM ADVERTISING: CASE STUDY OF VINTAGE HOUSE INDONESIA

• Main Author: Nandina Aprilia, Saskia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/40847
• Institution: Institut Teknologi Bandung

Instagram have been commonly used by marketers as nowadays as social medias are used as the first and foremost branding channel. The growing number of business owners in Instagram have resulted Instagram to create Instagram for Business and features to support businesses to create paid advertisements in Instagram. Not only features, to satisfy their users that keeps on increasing, Instagram also create a policy in order to reduce missed posts called Instagram algorithm. With Instagram algorithm, posts appearing in user’s feeds are no longer in chronological order, but based on the best-ranked posts; the ones that are determined to be the most relevant or the most interesting one for a user. Along with the likelihood of a user towards a post, engagement with the post, post timeliness, user’s relationship with the account posting are also highlighted to be the factors affecting the rank of a post to appear in user’s feeds. As a business that is operating mainly in Instagram, Vintage House Indonesia was impacted by Instagram algorithm, likes got drained after Instagram algorithm was applied. Later on 2016, Instagram launched several new features for business owners; Instagram Stories Ads and Instagram Insight. The objectives of using social media marketing are Brand Awareness, Brand Reputation, Brand Ambassadors, improving customer service and brand commitment/engagement that are all can be measured in form of Instagram Insight, but from the historical data Vintage House Indonesia’s Instagram Insight in this case likes, is draining. To keep the business survive, Vintage House Indonesia needs to adapt with the policies and features of Instagram to gain Instagram Insight, however as a SME Vintage House Indonesia do not have that sufficient budget for spending much on marketing activities such as Instagram Ads, Instagram Stories Ads and conducting photoshoots. Before deciding where to spend much, researcher, which is also the CEO of Vintage House Indonesia needs to know the comparison of Instagram Insight with and without using Instagram Advertising. Therefore, an experimental research is done in purpose to determine comparison of Instagram Insight with and without using Instagram Advertising, the positive comment comparison and also the Instagram Insight comparison based on the content type. The research questions are then formulated: 1) How is the Instagram Insight comparison from the period with and without using Instagram advertising? 2) Which period gained the highest positive comment?, 3) Which content type gained the highest Instagram Insight from the three periods? The subject of the study is Vintage House Indonesia, an Instagram-based fashion online shop. The experimental research type is quasi experiment with pre-test and post-test research design. The input of the experiment is the advertising content, advertising cost and the advertising time that will be explained in the third chapter. The result are insight data from each Instagram post posted during the three periods; when Vintage House Indonesia is using Instagram advertising, when Vintage House Indonesia is not using any Instagram advertising and when Vintage House Indonesia is using Instagram Advertising. The data of the three periods will then be compared using simple matrix and also tested using Kruskal Wallis Test. The findings of the study are: 1) Comparing the insight data, the first period using Instagram advertising gained the highest mean in all Instagram Insight (Interaction, Follows, Reach, Like, Comment, Share, and Save). By doing Kruskal Wallis test, it is concluded that there’s a significant difference in all Instagram Insight result between the three periods except for comment. But the last period which repeated using Instagram advertising did get the lowestInstagram Insight, also gaining lower result than the period that is not using Instagram advertising, 2) Comparing the content analysis result, the period without Instagram advertising gain the highest positive comment, 3) Comparing the content analysis, there are different types of content suitable for every Instagram Insight but the most dominant one is Flat lay, on model and Series in Hanger. For Vintage House Indonesia, the recommendations are: 1) To increase the Instagram insight, utilizing Instagram Advertising in this case Instagram Ads and Instagram Stories Ads is recommended, but the specification from the first period of using Instagram advertising is more recommended, 2) To increase the engagement between existing customers, Vintage House Indonesia should be posting daily, replying comments, make more engaging content and possibly make promotion for loyal customers. In making more engaging content, it is recommended for Vintage House Indonesia to use product-related topic that can hopefully create purchase intention.