A STUDY ON THE FACTORS INFLUENCING THE REVENUE OF UNACADEMY THROUGH INSTAGRAM MARKETING

Abstract

Social media marketing has emerged as an essential instrument for edtech platforms in enhancing user engagement and increasing income. This study analyses the determinants affecting Unacademy’s revenue growth via Instagram marketing methods. The study examines critical elements including content strategy, influencer partnerships, paid advertising, and user conversion rates, assessing their influence on income generation. The study utilises data from Instagram analytics, case studies, and marketing reports to identify the most effective promotional strategies employed by Unacademy to attract and retain learners. The research employs a descriptive and analytical design to assess the efficacy of Instagram marketing methods on Unacademy’s revenue. A questionnaire has been created using Google Forms. A survey was conducted with 120 respondents employed at Unacademy. The data has been migrated to IBM SPSS program for additional analysis. The survey has been taken from Bangalore region. Frequency analysis, Chi Square and Regression was carried out. The regression analysis findings indicate that firms should strategically prioritise optimising the four main factors—Content Strategy, Influencer Partnership, Paid Advertising, and User Conversion Rates—to enhance revenue development. User Conversion Rates exert the most significant influence, suggesting that enhancing these rates should be a primary focus for organisations.