The demand for digital marketing techniques on Instagram is a reality in the current market. As a result, companies have recognized the importance of taking digital marketing seriously (Bernadez, 2005). The digital world has made it possible to overcome many geographic barriers (Costa, 2018). Still, there remains a lack of reliable metrics that can accurately gauge the success of digital marketing actions on Instagram business accounts.
The definition of the construct 'quality of digital marketing actions on Instagram business accounts' was based on a systematic literature review. The theme proved a broad field, defined by studies that are difficult to associate with to form a measuring instrument. In this study, it was necessary to understand the concept and components related to digital marketing on Instagram accounts. This enabled the development of a set of 22 objective items to assess the intended construct. By applying the instrument to the sample (312 Instagram business accounts), it was possible to develop a model capable of measuring and guiding companies to improve their marketing actions and increase their quality and performance in the dynamic scenario of the indicated platform. In the end, 13 items met the rigorous statistical criteria.
The proposed scale has six levels that classify the quality of digital marketing actions on Instagram business as very inadequate, inadequate, partially inadequate, partially adequate, adequate, and very adequate. The anchoring method determined the scale levels. All items on the scale showed the ability to collect information and discriminate business accounts.
At level 1 of the scale, business accounts are very inadequate. Of the 13 items, only two (Q3 about the use of images and Q9 about the profile photo) presented partial absence attributes of the quality of digital marketing. In summary, at this level, the Instagram account demonstrates the partial absence of illustrative content use and the absence of a profile photo that fully represents your brand. Sutherland (2021) highlights that visual content is essential for capturing users’ attention. Therefore, accounts must distribute photos and illustrative content carefully. However, it is suggested that all components indicated in the Instrument begin to be worked on in their integrity for accounts at this scale level.
At level 2, accounts are deemed inadequate due to poor digital marketing actions. At this level, the accounts show a partial absence of quality in digital marketing actions for items Q10, Q11, Q15, Q16, and Q17, and partial and total presence for items Q3 and Q9, respectively. From the items' content, the posts contain inappropriate language (Q11) and low-quality images (Q10). Brubaker and Wilson (2018) highlight that capturing users' attention is maximized when images and written content are of high quality, generating greater consumer engagement. At this level of the scale, the partial absence of interactions through videos (Q15) and stories (Q16 and Q17) is also noticeable, which, for example, are aspects that affect good performance and reduce the organization's competitive advantage. Riyanto et al (2023) found that videos, among other image-based advertisements, may irritate social media users. However, they can be effective if the viewer recognizes the content and comprehends the message. This study emphasizes the importance of posting quality content on business Instagram accounts. Agung and Darma (2019) note that higher levels of interactivity in stories can lead to increased followers and audience engagement. According to Cobarro et al (2021), over 500 million users view stories daily, of which 167 million are in commercial accounts. Hence, companies cannot underestimate the power of stories in reaching out to their existing and potential customers. Still, at this level of the scale, posts start to use images partially (Q3), with accounts having a profile photo that fully presents the brand (Q9). According to Cook (2020), images can communicate universally and reach a large audience, increasing user interaction. Also, it encourages the Instagram algorithm to display products to a broader audience. Therefore, commercial accounts need to improve on several aspects at level 2.
Level 3 presents partially inadequate accounts. At this level, service is partial (Q11 and Q15) or total (Q4, Q16, Q17) of the digital marketing quality. Therefore, there is an improvement in level 2 of the scale for the attributes already mentioned. However, it noted that attributes such as Q5 (related to visual identity) and Q20 (product description in the post) are still missing, albeit to a lesser extent. As a result, the accounts now have some visual identity representing the brand, but they do not provide enough information on the products and services offered. Combining attractive photos and videos with detailed product descriptions on Instagram can tempt customers to make new purchases (Hardiyanto et al, 2020). Cook (2020) highlights that brand visual identity plays a relevant role in communicating brand image in today’s cluttered marketing environment. It is a strategic element that users attach great importance to, as it demonstrates the brand’s commitment to product quality and opinions on political and ethical topics. Additionally, it serves as an indicator of the brand’s customer base and its overall size. Therefore, brands positioned at this scale level still need to enhance their Instagram accounts.
At level 4, Instagram accounts are classified as partially adequate. The accounts show a total presence of quality in digital marketing actions for items Q11 and partial or total presence for items Q5, Q10, and Q20. In addition, accounts have the same level of compliance with attributes at level 3 for items Q4, Q11, Q15, Q16, and Q17. However, attributes such as persuasive and relevant content (Q1), updating the Feed (Q4), and interaction with followers through likes and comments (Q18) are still partially absent. However, attributes such as persuasive and relevant content (Q1), updating the Feed (Q4), and interaction with followers through likes and comments (Q18) are still partially absent. Likewise, the utilization of brand-associated hashtags is still partial (Q2). Sahartian et al (2022) presented a posting routine on Instagram, which includes constantly updating the Feed, resulting in a significant increase in the reach of accounts, followers, and business volume. For Bakhshi et al. (2014), the power of Instagram is in interaction. In this way, the number of likes and comments on a post indicates the degree of interaction users have with a brand. For Aramendia-Muneta et al (2021), likes and comments arise from different movements and require different efforts of the accounts. For these authors, likes are motivated by content in pink tones with people, opinions, and habits. Meanwhile, comments occur on posts with cream, green, orange, or yellow tones that feature festivities, water, and animals. Therefore, it is crucial to create relevant content that can increase traffic and attract new customers (Cook, 2020). Hashtags allow users to search for posts related to specific topics (Kim, 2022). However, Celuch (2021) highlights that the number of hashtags in a post does not always increase user engagement and suggests that the number of letters should be as few as possible, ensuring more exclusivity for the hashtag. Koh et al (2023), reinforce that the focus of the accounts must be on the clarity and coherence of the publications, with the correct use of words and adequate structuring of the messages transmitted. In summary, at this level of the scale, the account has compliance with most items but still has the possibility of improving its performance in terms of quality on Instagram.
The penultimate level of the scale (level 5) accounts is classified as adequate. At this level, aspects start to be fully met (Q4) or partially met (Q1 and Q18). Thus, concerning the previous level of the scale, there is an improvement in content in terms of persuasion and relevance (Q1), constant updating of the feed (Q4), and more interaction with followers through likes and comments (Q18). Doney et al (2020) observed that crowdsourced posts (encouraging user feedback) resulted in higher interaction, principally through likes. The quality of the content of the posts is also very relevant. Regarding the relevance of posts, Koh et al (2023) highlight that the organization must provide unambiguous, concise, and consistent messages in search of a greater degree of interactivity with users. Regarding updating the feed, Cook (2020) comments that it is difficult to find a brand that has a strong feed on Instagram that does not have a plan or calendar for posting content, something that is attractive to users and does not eliminate the spontaneity of the brand on the platform. In summary, at this level, brands effectively address nearly all items within the proposed research instrument. Similarly, constructing positive actions contributes to brand reinforcement and provides additional avenues for enhancing customer relationships and engaging consumers.
The last level of the scale (level 6) requires accounts to meet all attributes present in the content of the items, which means that accounts at this level of the scale are classified as very adequate. The highlight is related to items Q4 (feed update) and Q18 (interaction with followers in the form of likes and comments), as they were the most difficult attributes for the accounts evaluated to meet. The IRT scales are cumulative (Silva et al, 2023; Barbosa et al, 2024). Therefore, to meet the attributes of items Q4 and Q18, the accounts tend to meet the other criteria described in the Instrument's items. At this level, company accounts have a greater chance of effectively engaging with customers or potential consumers, providing valuable content, and providing solutions that make sense and improve the consumer experience. This way, they can achieve more significant results on the Instagram platform. It is worth noting that none of the accounts analyzed presented the quality of digital marketing actions that fully met the Instrument's items.
Authors such as Calais and Santos (2016) state that the lack of time or personnel to develop digital marketing activities represents an inhibitor and, consequently, affects the constancy of companies' presence on digital platforms. In this sense, there is an emerging need to develop the skills and main qualities necessary in the company's professionals to work with digital marketing, promoting extensive knowledge in strategic planning for an effective digital marketing plan. Alternatively, there is also the possibility of external assistance when appropriate (Victorino et al, 2020). Interacting with followers is challenging due to their diverse engagement methods with brands. To this end, implementing a customer relationship management system is essential to help managers understand customer needs and carry out retention efforts (Costa, 2019).
As observed in the distribution of commercial accounts (Table 5), 50.80% of the profiles analyzed do not adapt or adjust their digital marketing strategies to a limited extent. In the same proportion, 49.20% of the sample demonstrates some degree of adequacy, prominently the lack of accounts that fully meet the requirements indicated for performance in line with the perspectives of the Instagram network. Therefore, this shows the persistent challenge of operating as a company within the digital landscape, engaging interactively, and consistently reinforcing the adoption of effective digital marketing strategies. Even the most mature companies have room for improvement in certain aspects of this dimension to obtain ways to seek effectiveness.
The Digital Marketing Readiness (DMR) study carried out by McKinsey with the support of the Brazilian Association of Advertisers (ABA) (2019) portrays the above indication when it proposes that, despite the growth of the digital media market, 80% of the companies surveyed are still in initial stages of maturity in digital marketing, and that there is still resistance, on the part of some organizations, to the migration of traditional methods to digital means. The digital marketing industry in Brazil is of significant importance as it catalyzes organizational growth. Nevertheless, as highlighted by the DMR study, a notable disparity persists between the vast potential inherent in digital marketing and the current level of maturity in its adoption across companies within the country.
In line with this reality, Calais and Santos (2016) highlight that despite the explicit advantage of using digital marketing, there are companies that still do not do so because of existing barriers or inhibitors that make its use difficult, such as the inability to produce advertising materials with the necessary quality to be published; lack of mastery and familiarity in using social media; the lack of time (or personnel) to deal with digital marketing activities; the difficulty of interpreting the data collected, of evaluating what the numbers obtained mean for the company; and personnel costs or possible payment of fees for publication.
In this aspect, self-employed entrepreneurs and small and medium-sized Brazilian companies still leave something to be desired by offering less than they could, whether due to complacency, lack of technical knowledge, or because they are unable to overcome barriers or difficulties that arise in digital communication (Grison et al, 2019). Consequently, digital marketing necessitates meticulous management and strategic implementation, encompassing planning, organization, supervision, and control. These activities are essential for crafting adept plans tailored to the company’s target audience, available resources, and relevant domains. Strategic prioritization is essential to allocate resources effectively, aligning optimal alternatives for organic strategies while leveraging free platform tools to safeguard financial resources. Likewise, the business vision of organizations must see the challenges of digital marketing as opportunities for growth to extract the best results and prove the efficiency of digital strategies.
With so many users, Instagram is a relevant channel for targeted campaigns. Thence, it is imperative to gain comprehensive insights into both the target audience and the company’s strategic objectives, taking advantage of the benefits of having a business profile and countless free tools and insights. The items indicated in this study make up a relevant set that must be applied in its entirety, helping to maintain existing customers, enable the acquisition of new customers, allow for cost reduction, and increase business visibility. Elements such as content marketing, a standard of quality and regularity for publications, interaction tactics, and different types of posts, as well as the other components indicated, are essential to promote a company on Instagram and to assist in its growth and engagement on the social network, allowing the organization to achieve the most satisfactory degree of adequacy in terms of digital marketing on the platform.