, FEATURES OF ADVERTISING ON INSTAGRAM // BSU bulletin. Economy and Management. - 2019. №1. . - С. 9-17.

FEATURES OF ADVERTISING ON INSTAGRAM

DOI: 10.18101/2304-4446-2019-1-9-17 UDK: 339.138

Internet advertising is a modern way of selling. Currently, Instagram is gaining the most popularity among social networking services. Therefore, it is important to study the features of the advertising content of this social networking platform. Modern marketers draw their attention to attraction of new customers or increase of customer engagement. The use of var- ious methodical methods of marketing and, above all, a content analysis of the dynamics of social networking services development can work towards this. Based on statistical data, we have determined that Instagram has the highest engagement rate in the structure of social networking services. The article systematized information about the trends in advertising on Instagram: a feed, blogger’s advertising, advertising in stories and video content. Taking in- to account the audience types for targeting on Instagram an advertising budget was calculat- ed. We have highlighted the features of the advertising content of this social media site, de- fined audience types for targeting on Instagram. Economic calculations of the feasibility of various types of advertising on this platform were carried out. Finally, we identified per- spectives for the development of advertising on Instagram.

advertising; Instagram; advertising content; video content; blogger, social net- working services; marketing; targeting.