Organizations are increasingly shifting their
business on social media platforms like Instagram which
enables users to interact with one another. Businesses
are using this feature to showcase their products and
build brand awareness in a cost-efficient manner.
Due to lack of research on the optimum use of the
Instagram algorithm for small business owners this
paper aims to enable readers to understand the different
components of the algorithm.
This research was undertaken through the help of
case studies which focused on exposure, sales, customer
base and brand building of business which also includes
the reaction of customers to trending, marketing
strategies, number of followers, posting time, and
influencer advertising. It also explores the buying
behaviours of consumers. The data is obtained through
customer surveys, interviews and observations.
Furthermore, the Buzilla tool and binomial regression
were used to analyse posts and extract quantitative