Honors Projects

Abstract

The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post performance and growing a following. When analyzing my results, I determined that being authentic in posts can boost engagement on Instagram. Mapping a specific target audience can also impact post performance as it helps a social media user curate their content for the consumers they are trying to reach. Finally, content activities plans can help a social media user stay organized, maintain a consistent posting schedule, and analyze patterns of a post’s performance in relation to the time of day it was posted and the day of the week. These three factors should be considered when trying to market to consumers on Instagram in the fashion industry.

Major

Journalism

First Advisor

Dr. Jim Foust

First Advisor Department

Journalism and Public Relations

Second Advisor

Dr. Steven Koppitsch

Second Advisor Department

Marketing

Publication Date

Spring 4-6-2023

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