INSTAGRAM MARKETING STRATEGY OF THE NATURAL COSMETICS BRAND VIGOR COSMETIQUE NATURELLE: A DATA-DRIVEN ANALYSIS OF CONTENT AND AUDIENCE ENGAGEMENT METRICS
DOI:
https://doi.org/10.31379/sed.1.4.2025.37Keywords:
social media marketing, Instagram marketing, engagement rate, digital marketing, data-driven marketing, visual content analysisAbstract
This article presents the findings of a comprehensive empirical study examining the Instagram marketing strategy of Vigor Cosmetique Naturelle, a Ukrainian natural cosmetics brand. The study is based on the analysis of 925 posts published between August 2023 and April 2024, employing descriptive statistics, correlation analysis, principal component analysis (PCA)-based clustering, and multimodal visual content analysis. The key performance indicators (KPIs) under examination include the Engagement Rate (ER%), average likes and comments, as well as post-level attributes such as content type (giveaway vs. regular post), colour palette, colour warmth, aesthetic quality, compositional complexity, and seasonal-temporal distribution. The findings indicate that the account's mean ER% of 0.05% falls considerably below industry benchmarks of 1–3% for the beauty segment in the Central and Eastern European region. A comparative analysis of giveaway and regular posts revealed a short-term 1.7-fold increase in engagement; however, this uplift does not translate into sustained audience growth. Temporal analysis identified moderately pronounced seasonality, with engagement peaks in August 2023 and March 2024, as well as a statistically significant predominance of ER% on Fridays (0.07% versus the overall mean of 0.05%). The radar profile of visual content attributes demonstrated a high degree of similarity between top-50% and bottom-50% posts, suggesting a limited role of individual visual characteristics in driving engagement and pointing to a deficit of content differentiation. Based on these findings, the study formulates practical recommendations for optimising the brand's content strategy, including strengthening the dialogic dimension of posts, expanding the colour palette, incorporating storytelling, and aligning the content plan with the identified temporal engagement patterns.
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