Testing
Analyze a Brand’s Instagram Strategy – Group Presentation
Winter 2024
In groups of four students / Presentation should be between 6-8 minutes, followed by a 2-3 minute Q&A.
This assignment is an early-semester opportunity to familiarize yourselves with social media marketing strategy and metrics. Do your best to make your analysis, critique, and recommendations as specific as possible- avoiding cliches and fluff.
You are asked to select a brand that fall within the following categories:
A) A social media influencer that has between 5000 and 10000 followers on Instagram.
B) A local (Quebec) brand, selling a product or service, that has between 5,000 and 25,000 followers on Instagram.
C) A digital creator, with a personal brand, selling some sort of digital product (online course, etc.) that has between 10000 and 25,000 followers on Instagram.
D) Another option you’d like to explore, please see me in order to approve.
DELIVERABLES:
1- Introduce the brand, focusing on their Instagram page.
2- Address the page set up: bio, links, highlights; and content mix posts, stories, tweets, lives, reels, polls, contests, shop, etc..
3- Does the brand feature owned media only? Or do they incorporate earned media as well. How and why do they include earned media?
4- Does the page run any ads? If yes, show one or two examples and briefly address what they’re advertising and the CTA’s they’re using.
5- How would you describe the page/brand’s desired target audience?
6- Which industry does the brand operate in? Which trends are emerging within that industry and how can they best ride the wave?
7- Quickly introduce two direct competitors or comparable pages who you’d think are appealing to the same target personae. Do those brands market themselves any differently? What is better or worse about their strategy?
8- By doing some quick “social media listening” what seems to be the position your brand occupies versus the others in this industry?
9- Looking at their static posts and reels, analyze the engagement (views, likes, comments, shares and reactions- comments and likes for reels; likes and comments for posts). Do you spot any trends? Based on topic, aesthetic theme, length, etc of the content? Based on what seems to resonate best with their page viewers, make some tactical recommendations of how to increase engagement on future content. [as a bonus, feel free to look at comparable pages and see what might be working best for them, and recommend that, too]
10- Any tactical recommendations you would make to this brand to help them increase their followership?
Shorter presentations will typically have to answer more questions. Be ready to defend your ideas in the Q&A.
N/B:
No written submission is required. You are expected to use slides to facilitate your presentation. Please include screenshots in your slides and as much visual content as possible. Refrain from using the browser in your presentation to show anything, instead, embed any videos in your presentation if you choose to show any. Be creative- and DO NOT READ off the screen or q-cards!
🔹 Monetization & Sustainability
How does a niche sports platform make money?
Partnerships?
Media contracts?
What mistakes did you make early on in monetization?