Segmentation analysis of Instagram Users Based on Preferences towards Forms and Types of Online Marketing Content

Along with increasing usage of social media especially Instagram, Instagram can be used as a tool to promote a business and build relationship with the customer. One of marketing strategy that can be done on Instagram is to create a content marketing but before that it is important to companies or online shop to know their segment and preferences of content to achieve effective results. So the purpose of this research was to determine Instagram users' segmentation and their preferences of content marketing. Methods of data collection used in this research are cluster analysis and cross tab analysis. The results of this study showed there are three segments on beauty category, two segments on each fashions and phone accessories category. Every segments their preferences towards online marketing content.