When creating a new brand, entrepreneurs have a few advantages: enthusiasm from the audience toward a new product or service, nothing to lose in terms of reputation, no historic guidelines they have to follow regarding the communication, etc. In their first years of existence, young companies are free to test new communications techniques using their creativity. This gives them the chance to analyze what works best to reach their target audience. When the brand has numerous customers and a reputation related to its products and image, the followers want the brand to stick to it, as it is the reason why they like the company and feel “close” to it. A clear aim, and in this case a well designed Instagram strategy, helps achieving this.