NEW CHALLENGES IN USE OF INSTAGRAM FOR MARKETING SMALL BUSINESS: A STUDY OF THREE BUSINESS WOMEN IN BAUCHI METROPOLIS

This study has been undertaken on new challenges in use of Instagram for marketing small business: A study of three business women in Bauchi metropolis. The study aims is to examine how business women use Instagram in marketing their products and services; to assess the new challenges business women encounters in use of Instagram for marketing small business; to proffer solutions to the new challenges in use of Instagram for marketing small business. The study was guided by Technology Acceptance Model. Qualitative approach was used. Population of this study made up of business women in Bauchi metropolis. In gathering the data, interview was used. Data of the study was analyzed using thematic analysis. The major findings of this study indicated that, the challenges faced by the respondents reveal common obstacles in Instagram marketing: Respondent A struggles with inconsistent content performance and adapting to algorithm changes, highlighting the need for flexibility and continual strategy adjustments. Respondent B deals with the time-consuming nature of content creation and the difficulty of balancing this with other business responsibilities, emphasizing the need for efficient content management. Respondent C faces resource constraints in producing high-quality content, underscoring the importance of finding cost-effective solutions for maintaining content professionalism. The recommendation clearly stated that, Small businesses women should focus on partnering with niche and micro-influencers who have a genuine connection with their products or services. These influencers typically have a smaller, more engaged audience, making their endorsements more credible and relatable. This strategy can help build trust and authenticity, counteracting the skepticism surrounding larger, sponsored influencers. The study concludes that, the experiences of these three businesswomen from Bauchi Metropolis illustrate the evolving challenges of using Instagram for marketing small businesses.