Formation of a new product launch methodology in instagram social network

The spread of digital marketing is hampered by the lack of proven or affordable methodological solutions. The approach presented in this paper is based on the adaptation of traditional marketing techniques to the specifics of working in a digital environment on the example of launching a product to the market on the Instagram social network. Some possibilities of using classical marketing tools in this social network are described. Modern approaches to the analysis of the target audience, positioning, product promotion in the social network «Instagram» are considered in the paper. A field research related to the launch of a product was conducted on a blogger's page. The step-by-step actions are described, the results are indicated in monetary terms. Experiment-based recommendations are intended to enrich the methodological base of digital marketing and to increase its effectiveness.