Development of an SMM Strategy for Promoting an Illustrator’s Personal Brand on the Instagram Social Network
Students Name: Hevko Solomiia Liubomyrivna
Qualification Level: magister
Speciality: Information, Library and Archival Science
Institute: Institute of the Humanities and Social Sciences
Mode of Study: full
Academic Year: 2025-2026 н.р.
Language of Defence: англійська
Abstract: SMM strategy is an important element of modern business, as it allows to increase brand awareness and strengthen customer loyalty [1]. Social networks have become the main channel of communication between creative professionals and their audience, and Instagram creates a favourable environment for artists thanks to the ability to share images and videos, conduct live broadcasts of the creative process in real time, which forms an emotional connection with the audience [2]. A welldeveloped strategy allows you to attract the attention of potential customers, increase recognition and maintain a professional image. Systematic management of content, communication and analytics is the basis for stable growth and competitive advantage. The theoretical foundations of SMM strategies are covered in the works of M. Hyzhko [3], N. Vovk [4], Y. Sokolova, O. Shandrivska [5], Y. Serov [6] and other digital marketing experts. These studies examine the principles of brand promotion, the rules for creating content matrices, methods of audience segmentation, the specifics of working with visual components, and mechanisms for increasing engagement. The work also uses the Jobs-to-Be-Done methodology, which helps to identify the real reasons and life situations in which a user turns to an illustrator. Legal aspects are taken into account: the requirements of Ukrainian legislation on advertising, copyright norms, the basic provisions of the GDPR, and the internal rules of the Instagram platform regarding content labelling and data processing. An analysis of the @kane.illustrator illustrator’s profile revealed the following problems: irregular posts, a weak category system, a lack of a clear communication style, a lack of interaction with the audience, a disorganised page structure, and insufficient content that reveals the author’s personality. Based on the analysis, five portraits of the target audience were created using the Jobs-to-Be-Done method, which made it possible to understand not only demographic characteristics, but also specific tasks that people seek to solve with the help of illustration. 67 The practical part of the work includes the creation of a content matrix that combines key sections with publication formats, the formation of a communication style, the development of a KPI system, the optimisation of the visual structure of the profile, and a content matrix. Separately, rules for working with comments and reviews, recommendations for designing stories and reels were formed. A set of document and information support was proposed: a monthly content plan, communication regulations, an archive of visual materials, and a document on copyright protection in the digital environment. The object of the study is the processes of promoting a personal brand in the digital environment. The subject of the study is the methods and tools for creating and implementing an SMM strategy to promote an illustrator’s personal brand on the Instagram social network. The purpose of the study is to develop an SMM strategy for promoting the personal brand of a novice illustrator on the Instagram social network. The result of the research is an SMM strategy for an illustrator’s Instagram profile, presented in the form of a detailed 75-slide presentation. It combines three key blocks: analytical, creative and strategic. The presentation sequentially reflects all stages of work – from market and competitive environment analysis to target audience research using the Jobs-to-Be-Done approach, as well as studying page metrics and forming final conclusions. The results give the illustrator a clear vision of how their profile works, which formats elicit the most response, what needs the audience has, and how to plan content so that it supports brand development. The strategy creates a clear system of actions for the illustrator: what to publish, how often to work, how to respond to requests, and how to measure success, which reduces chaos, increases recognition, increases the number of commercial inquiries, and generally turns Instagram into a stable working tool for professional growth. Keywords: SMM strategy, personal brand, illustrator, Instagram, content, moderation, communication, competitors, Jobs-to-Be-Done.