Instagram Content Marketing in Higher Education
Nguyen, Phan Thao Tran (2020)
Nguyen, Phan Thao Tran
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020112424175
https://urn.fi/URN:NBN:fi:amk-2020112424175
Tiivistelmä
As part and parcel of daily lives, social media has transformed the higher education landscape in general, and in particular, the student journey. Among those social channels, Instagram possesses several potentials for institutions to create content for their campus communities. Therefore, the objective of this study is to create a one-year Instagram content marketing plan in the case of Vaasa University of Applied Sciences (VAMK).
The thesis carried out secondary research through literature reviews, books, reports, and reliable Internet references. Primary research was conducted through interviews with a representative at VAMK that contributed to the outcomes.
In the theoretical framework, a general explanation of social media, social media marketing, and its application in higher education was first introduced. The thesis then described the concept of content marketing, social content, and its integration into the student journey. It was followed by a brief on the platform of Instagram and its features to generate content in the higher education setting.
In empirical research, the thesis analyzed the Instagram of VAMK and conducted interviews with an Instagram executive at the university to gain in-depth insights on the goals and practices of VAMK.
The research results consist of a proposal of an Instagram editorial calendar in 2021 and proposals for other Instagram features that include different illustrations and templates created by the author.
The thesis carried out secondary research through literature reviews, books, reports, and reliable Internet references. Primary research was conducted through interviews with a representative at VAMK that contributed to the outcomes.
In the theoretical framework, a general explanation of social media, social media marketing, and its application in higher education was first introduced. The thesis then described the concept of content marketing, social content, and its integration into the student journey. It was followed by a brief on the platform of Instagram and its features to generate content in the higher education setting.
In empirical research, the thesis analyzed the Instagram of VAMK and conducted interviews with an Instagram executive at the university to gain in-depth insights on the goals and practices of VAMK.
The research results consist of a proposal of an Instagram editorial calendar in 2021 and proposals for other Instagram features that include different illustrations and templates created by the author.