# 行銷圖文作業 學號：3211031036 姓名：黃國維 ## 建立一個「美食探店」Instagram帳號，推播最新美食資訊 1. 產品服務：全台各地餐廳、小吃、咖啡廳..等，最新美食資訊提供。 2. 目標客群：（商家端）自行創業的商家及有業配需求的企業、（消費者端）年齡15~40歲，經常使用Instagram的年輕族群。 3. 策略分析：以近期較流行的「短影音」趨勢，將要推播的商家以Reels傳遞出去。網路用詞及拍攝方式的觀眾「信任值」不斷正在改變中，近期以素人及直白的美食評比較為主流，故將會以此方式進行拍攝及腳本構想。商家端可以選擇付費購買廣告與否，增加「影片觸及率」及「按讚數」（預計每5000元，至少10萬觸及數及5千按讚數）。影片上架分類：熱門議題>優質內容>較普通，以上分類包含合作與非合作店家。固定「每週二三五六」發布影片，至少四支影片維持帳號推廣觸及率，增加追蹤數，並且時常更新限時動態與粉絲互動，增加「帳號活躍度」表現。 ## Instagram ![](https://i.imgur.com/Dpst4OX.jpg) ## 抖音 ![](https://i.imgur.com/ClveFCp.jpg) ## 案例分析 ![](https://i.imgur.com/W4D7s4c.png) 拍攝內容以平價小吃、甜點、寵物、話題性的實際播放次數較為突出，其他屬性之中高價位餐廳較不受歡迎。 如果拍攝內容及類別選擇恰當，未必需要下廣告也能有顯著的播放次數，也發現下廣告觸及人數提升上去，但播放次數未必會提升。 奧利花貓：貓咪畫面很多，愛貓者直接融化 涮屋馬：新開幕餐廳，搭上熱門話題，觀眾回饋表示介紹效果不錯 御尚冰：開場破題價格便宜，剛好發佈當週天氣漸熱 日常貓咪咖啡：貓咪畫面很多，愛貓者直接融化 東勢一日遊：商圈小吃系列，一直很受歡迎，也很受在地人喜愛 武吉滷味餐酒館：開頭試以熱門地標吸引觀光客，標題和內容都提及價格便宜。 ## 舉辦抽獎活動 舉辦活動是一個最快速主動增加曝光及粉絲數量的方法，且靠著使用者之間的分享，能夠比購買廣告更有效益。 ![](https://i.imgur.com/Zlnh4g1.png) ## 實際操作影片1 - 武吉魯味餐酒館（付費商家） <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/CqwtBN8vElo/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; 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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/CqwtBN8vElo/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">我的酒肉朋友｜台中美食｜全台美食 旅遊（@badguy_hungry）分享的貼文</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script> ## 實際操作影片2 - 東勢一日遊（無付費商家） <blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/Cqo-n32BUc8/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/Cqo-n32BUc8/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; 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overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/Cqo-n32BUc8/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">我的酒肉朋友｜台中美食｜全台美食 旅遊（@badguy_hungry）分享的貼文</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>