Exploring the Strategies that Self-Brand Instagram Users Adopt to Create Business Awareness in Nigeria: Content Analysis

Abstract

The research's main objective is to explore and determine the strategies essential for self-brand users of Instagram in Nigeria to achieve profitability in their businesses. The literature review centers on the usefulness of the U&G-TAM model in Instagram marketing for business owners. Additionally, it examines the behavioral patterns of self-brand Instagram users and the strategies they have employed. Based on the literature review, the research identifies 12 successful Instagram marketing strategies that self-brand users can adopt. A qualitative research approach was employed for the study, and five semi-structured interviews were conducted with self-brand Instagram users. The analysis of the findings revealed some correlations between the strategies discussed in the literature and their practical benefits for self-brand users. The study highlights three main elements that significantly contributed to the participants' business progress: partnering with influencers, optimizing a strong business profile, and utilizing hashtags and geotags effectively. These strategies have played a crucial role in the participants' success and profitability in their Instagram businesses.