The Role of Instagram Trends in Shaping Social Media Strategy: An Executive Level Review

Marketers need to consider various parameters when formulating strategies, including but not limited to consumer research, target audience identification, product positioning and segmentation, and competitor analysis. Instagram has become a focus for content and influencer marketing to reach target audiences, ensure brand loyalty, promote products and services, and create engagement between brands' target audiences and consumers. But to what extent? This research aimed to understand whether Instagram trends are influencing companies' short, medium, and long-term marketing strategies. The study was based on qualitative research using semi-structured in-depth interviews with 11 marketing professionals from the travel, e-commerce, cosmetics, glassware, retail, nutritional supplements, technology, FMCG, consumer durables and textile industries. The results of the study show that companies embrace short-term trends that are consistent with their brand identity. The impact of trends on consumer behavior was an important factor for brands. In the glassware and retail sectors, trends were found to encourage new product launches. The study is important in terms of capturing the perspective of brands and the parameters they consider.