Instagram como herramienta como herramienta para impulsar las microempresas de bisutería en Norte de Santander.

Abstract

The purpose of this essay is to analyze the effectiveness of Instagram as a possible tool to promote jewelry microbusinesses in the department of Norte de Santander. This social network allows the positioning of a brand through reels, short videos, commercial profiles, statistics, stories, creation of advertisements, among others. Offer a range of possibilities to entrepreneurs, to guarantee communication, visibility and loyalty among their clients, enabling the management of relationships of small and medium-sized companies that seek to promote their products, in the case of ventures it denotes the need to achieve new and potential clients. Colombia has shown an increase in internet access (2019 to 2020) of 2.9%, which represents more than one million new users of the service, while the number of users connected to social networks increased by 11 %. , (Branch, April 2020). This is why, in order to establish the relationship, contribution and connection that the social network offers to microentrepreneurs, information will be collected from Instagram regarding the northern Santander microenterprises immersed in jewelry that are part of the productive sector and the advantages that are generated. to new ventures that want to position themselves in the market, taking into account data and figures of the growth of users of this application in recent years and how employment can be generated from social networks.