Instagram as a Tool for Brand Promotion: Mapping the Visual Communication Strategies for Homemade Food Ventures

Abstract

This study investigates the visual communication strategies employed by Pakistani homemade food businesses on Instagram, a platform boasting 13.91 million users in Pakistan. While existing research often focuses on beauty and lifestyle influencers, this study addresses the gap in understanding how food businesses utilize visual communication. Through qualitative analysis of prominent homemade food brands' on Instagram, the research explores how these businesses leverage visual elements to engage customers, build brand recognition, and foster loyalty. The study analyzes key visual element strategies like color scheme, typography and presentation. The research identifies key themes such as customer engagement through visually appealing content, brand consistency for credibility, emotional connection through cultural and family-centric visuals, real-time engagement via interactive content, adaptability to customer feedback, and community building through seasonal and personal content. The findings highlight the importance of strategic visual communication, including cohesive aesthetics, emotionally evocative visuals, and interactive content, for achieving brand prominence and customer loyalty. The study concludes by emphasizing the potential of Instagram as a powerful medium for homemade food businesses to establish their unique identities, connect with audiences, and thrive in the competitive digital landscape.