Title Instagram marketing- When brands want to reach Generation Y with their communication  Authors Frida Eklöf Wallsbeck and Ulrika Johansson Supervisor Thomas Helgesson Level Bachelor thesis in marketing (15 ECTS). Spring 2014 Keywords Branding, Marketing communication, Social media, Instagram and Generation Y. Purpose The purpose of this study is to find out how marketing on Instagram works in order to reach Generation Y. Further the purpose is to contribute with theoretical knowledge about what communication Generation Y prefers from brands on Instagram, why they prefer it and what it can lead to. Frame of Reference In this chapter we divided the theories under branding, marketing communication, social media, Instagram and Generation Y. Under every chapter the chosen subject will be discussed further and deeper.  Method This study is written with a descriptive and an explanatory method with a deductive approach. We have used the triangulation method combining qualitative and quantitative data. Empirical Data The outcome from the qualitative interviews and the quantitative survey will be presented under this chapter together with the SPSS analysis. Conclusion Generation Y on Instagram is a generation who is used to a high amount of marketing noise and because of that and their desire to be unique they demand extraordinary branding on Instagram. When marketing towards Generation Y brands must first form the content after the Instagram value. The content should also be creative and selective as well as it should contribute with knowledge. Further brands should communicate personal content with focus on one-way communication. By doing this, brands could expect a chance of lower barriers, increased solidarity and becoming a part of the Generation Y’s everyday life.