The Use of Social Media as a Marketing Tool in Business Activities

In the modern world, social media has become a key tool for sales and marketing, exerting a significant influence on the development of businesses of all sizes. Whether it is a small startup or a large corporation, social platforms offer unique opportunities for customer acquisition, brand building, and profit growth.This bachelor's thesis focuses on examining two key social media platforms, Instagram and TikTok, which play a significant role in modern digital marketing and communication. The primary objective of this work is to explore the core principles of how these platforms function and the various promotional opportunities they offer.Another goal is to develop a strategy that will help businesses effectively promote their products and services through the popular social platform Instagram. The author will investigate various types of promotions on Instagram, such as the impact of video content on audience engagement, the effect of posting frequency on follower growth, and many other factors. In the practical part of the thesis, data collection and analysis will be conducted to determine how users utilize Instagram to search for products and services. The main focus will be on identifying the factors that draw audience attention to brand profiles and analyzing their preferences and behavior. Additionally, open interviews with internet marketing experts specializing in Instagram promotion will be organized. All collected data will be systematized and summarized, enabling the creation and design of the most effective promotional strategy for businesses on this platform.