Developing a Travel Blog Promotion on the Instagram Social Network

Student: Yakymchuk Liubov

Supervisor: Elena Korchagina

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Marketing Technologies (Master)

Year of Graduation: 2019

The thesis is devoted to the topic of promoting travel blogs on Instagram. Prior to this, this topic has not been studied so thoroughly by anyone. The work outlines the place of the social media promotion strategy in the overall brand development strategy, describes the specific features of the Instagram social network and the concept of travel blogging. The study analyzed the audience of Russian-language travel blogs and analyzed the experience of expert bloggers. It was revealed what content is most preferable for subscribers of travel blogs. Based on the data obtained, a positioning strategy, a content strategy and a travel blog promotion strategy on the Instagram network have been developed. Recommendations from this work can be used by marketers, SMM specialists and novice bloggers.

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