Branding strategies on Instagram: A comparative analytical study in an international marketing framework

Social media can be used to target specific audiences. Social media allows, for marketing purposes, the process of integrating target audiences into the creative process, co-creation, which is a new term that means that the target audience is creative in producing and sending brand content, through product reviews and comments. Usually the choice is between the strategies of adaptation and standardization, in relation to the marketing mix when developing international marketing strategies. Multinational companies deal with the world as their own world, and break into the borders of countries by merging into the entities of the host countries, and they market new products that individuals need. The study aims to compare branding strategies of multinational companies on Instagram. A content analysis was conducted to compare promotional strategies between home and host countries. Orange accounts on Instagram across three country: Egypt, Tunisia and France were selected to be analyzed. The study concluded that the French account of Orange was more interested in branding posts and posts introducing services, while the Tunisian branch was interested in posts to increase interaction, and the Egyptian branch was also interested in service publications and sales promotion. This means that Orange adapts promotional strategies according to the host markets and their needs and according to the services provided themselves, while the brand logo has been standardized across the three countries, Egypt, Tunisia and France, and the dominant color in promotional communications, which is orange and yellow, has been unified.