BRAND COMMUNICATION ON INSTAGRAM

Businesses are slowly changing their communication strategies, especially smaller businesses with limited marketing budgets. Social media are emerging as an alternative channel for communication given that they enable targeted marketing campaigns at affordable prices. Instagram is one of the most popular social media platforms among the younger generation. If the brands want to target millennials and build effective communication with them, they must discover and understand what the millennials preferences on this social media are. The purpose of this research is focused on determining the type of visual brand communication that millennials prefer the most as well to discover the type of content that the millennials are most found of in order to increase the likelihood of their engagement with the brand