Umeå universitets logga

As technology has advanced, a lot of things that might have appeared to be near impossible 50 years ago have become possible. Thanks to Social Media platforms like Facebook, Twitter and Instagram, we can now reach out to and connect with people all around the world and engage with them in many different ways. Social Media has also become a good way to build and strengthen brands. Both brands for commercial products and commercial corporations, as well as personal brands for celebrities and influencers. For this essay, we try to analyze how social media can be used for branding and marketing. We do this by conducting a survey where a group of people, which in this case is Swedish stand-up comedians, gives their answers and lets us know how they use social media to reach out to potentially new audience members and strengthen their personal brand. We also examine older research materials surrounding social media and how they are used as marketing tools that can build and strengthen different brands. The research we have conducted shows us some ways in which certain comedians acknowledge and approach their brand in their work and on their social media platforms. With this essay, we offer a way to approach branding through social media and try to analyze certain comedians posts on primarily Instagram to see which kind of content generates the most visible reactions and the biggest engagement ratios.