The Impact of Social Marketing on Instagram: Nantli Case Study

In the fast-paced world of social media, Instagram has established itself as one of the most influential and popular platforms worldwide, with over 1 billion monthly active users (Fernández, R., 2024). The increasing presence of social campaigns on this platform raises questions about their real impact on society and people’s daily lives. Despite the high visibility and engagement they generate, it is essential to assess to what extent users adopt and maintain the behaviors promoted by these initiatives.

To conduct this qualitative study, 15 companies were initially contacted through Instagram, of which only 5 responded and submitted the corresponding form. Subsequently, 5 interviews were conducted with different representatives of these 5 selected companies. Additionally, an additional study was conducted in which individuals who interacted with posts from 4 specific social media accounts were interviewed.

The survey results showed that 1 out of the 5 interviewed companies did not know that it was focusing on social marketing. In contrast, another company drew attention because its workers did not have the capacity to know all the information about what the company is or what it wants to do for the well-being of society. This finding underscores the importance of all direct suppliers being aligned with the values and the cause that the company seeks to promote.

The interviews conducted with the selected companies revealed interesting data. While one company was not aware that it was focusing on social marketing, others showed a clear understanding and commitment to this strategy. This finding highlights the importance of internal communication and alignment of values for the success of a social marketing campaign. Additionally, individuals who interacted with posts from 4 specific social media accounts were interviewed. These interviews allowed to investigate which aspects of the posts or brands caught their attention if they implemented the actions suggested in the posts, and if they continue to apply these practices today.

The results obtained showed that 70% of consumers said it is very likely that they will buy from a company that shares their environmental values, and more than three-quarters of consumers said it is worth paying more for environmentally friendly products (Calderón Cajiga, 2022). This underscores the relevance of social marketing and its impact on consumers’ purchasing decisions.

In conclusion, social marketing on Instagram can be a powerful tool to promote healthy and sustainable lifestyles. Understanding how these campaigns influence people’s behavior is crucial for brands, as it allows them to more effectively leverage this tool to promote healthy and sustainable lifestyles, as demonstrated by the case of Nantli. Implementing a well-planned and executed social marketing strategy can lead to increased customer loyalty, boost sales, and ensure the brand’s long-term success. It is vital that everyone involved in promoting a brand, from workers to suppliers, is aligned with the values and the cause that the company seeks to promote. Transparency and authenticity in brand communication are key to the success of a social marketing campaign on Instagram. Additionally, the importance of internal communication and alignment of values for the success of a social marketing campaign is highlighted.