Below is a screen castify that my group and I created, analysing a professional social media page. We chose to look at Miley Cyrus’ Instagram page, as it influenced our own and we loved her general aesthetic. We found that it contained all of the technical conventions that a successful social media page must have. For example, in the Screencastify we analyse how it fulfils all of Blumler and Katz’s ‘Uses of Gratification’ (entertainment, information, personal identity, social interaction). It also makes use of AIDA (attention, interest, desire and call to Action) through aspect such as her posts, stories, links etc. It is clear that Miley and her team understand her target audience and USP. They show this through their use of integrated advertising and promotion of her products/collaberations. Although guerilla marketing was not evident, she does understand how to use shock tactics with her costume and poses which she knows will spark controversy and increase her engagement.
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