Getting a Feel of Instagram Reels: The Effects of Posting Format on Online Engagement
DOI:
https://doi.org/10.47611/jsrhs.v11i4.3600Keywords:
social media, Instagram, online engagement, small jewelry businesses, posting formatAbstract
This study analyzed the effects of posting format on an Instagram post’s engagement. Posting formats, including pictures, videos, and Reels, are different ways of sharing content on Instagram. Prior research shows that short-form content has grown in recent years, spurring formats such as Instagram Reels. Nevertheless, a comparison of short-form content and traditional posting formats had not yet been observed. Quantitative data was collected through the content analysis method, which analyzed Instagram posts from small jewelry business accounts. Reels were found to receive the highest average engagement, allowing posts to gain more likes and comments than pictures and videos. However, limitations included the presence of outliers and the narrow scope of studied accounts. By utilizing these findings, struggling business accounts on Instagram may be able to increase the likes and comments of their posts more efficiently, ultimately increasing the chances of their success on the platform.
Downloads
References or Bibliography
Adegbola, O., Gearhart, S., & Skarda-Mitchell, J. (2018). Using Instagram to engage with (potential) consumers: A study of Forbes Most Valuable Brands' use of Instagram. The journal of social media in society, 7(2), 232-251.
Agung, Nadia Ferina Ananda, and Gede Sri Darma. "Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage." International Journal of Innovative Science and Research Technology 4.1 (2019): 743-747.
Alkhowaiter, Wassan. "The power of Instagram in building small businesses." Conference on e-Business, e-Services and e-Society. Springer, Cham, 2016.
ASANBEKOVA, M., & MAKSUDUNOV, A. (2018). The Marketing Power of Instagram: A Content Analysis of Top Hotel Enterprises in Kyrgyzstan. Uluslararası Türk Dünyası Turizm Araştırmaları Dergisi, 3(2), 141-152.
Berni, A., Maccioni, L., & Borgianni, Y. (2020). Observing pictures and videos of creative products: An eye tracking study. Applied Sciences, 10(4), 1480.
Content analysis. (2019). Columbia Public Health. Retrieved April 20, 2022, from https://www.publichealth.columbia.edu/research/population-health-methods/content-analysis#:~:text=Content%20analysis%20is%20a%20research,words%2C%20themes%2C%20or%20concepts
Doney, J., Wikle, O., & Martinez, J. (2020). Likes, Comments, Views. Information Technology and Libraries, 39(3).
Facebook. (2020, May). State of small business report (1). Facebook. https://about.fb.com/news/2020/05/state-of-small-business-report/
Instagram internal data. (2019, October). Instagram for Business. Retrieved April 17, 2022, from https://business.instagram.com/
Introducing instagram reels. (2020, August 5). Instagram Blog. https://about.instagram.com/blog/announcements/introducing-instagram-reels-announcement
Jaffe, C. (2020, September 14). Building YouTube Shorts, a new way to watch & create on YouTube. YouTube Official Blog. Retrieved January 6, 2022, from https://blog.youtube/news-and-events/building-youtube-shorts/
Kennedy, M. (2020). 'If the rise of the TikTok dance and e-girl aesthetic has taught us anything, it's that teenage girls rule the internet right now': TikTok celebrity, girls and the Coronavirus crisis. European Journal of Cultural Studies, 23(6), 1069–1076. https://doi.org/10.1177/1367549420945341
Kumar, A., & Tan, Y. (2015). The demand effects of joint product advertising in online videos. Management Science, 61(8), 1921-1937.
Laestadius, L. I., Wahl, M. M., Pokhrel, P., & Cho, Y. I. (2019). From Apple to Werewolf: A content analysis of marketing for e-liquids on Instagram. Addictive behaviors, 91, 119-127.
Na, Y., & Kim, J. (2019). Sensibility and response keywords of users according to posting types of fashion Instagram: Focused on Koreans' fashion brands. International Journal of Clothing Science and Technology.
Social media fact sheet. (2021, April 7). Pew Research Center. Retrieved January 6, 2022, from https://www.pewresearch.org/internet/fact-sheet/social-media/?menuItem=c14683cb-c4f4-41d0-a635-52c4eeae0245
Stuart, E., Stuart, D., & Thelwall, M. (2017). An investigation of the online presence of UK universities on Instagram. Online Information Review.
Szeto, M. D., Presley, C. L., Pulsipher, K. J., Harp, T., Rundle, C. W., Sivesind, T. E., ... & Dellavalle, R. P. (2021). Dermatologist influencers on social media: Instagram Reels and TikTok interactive short videos. Journal of the American Academy of Dermatology, 85(3), e185-e188.
Teo, L. X., Leng, H. K., & Phua, Y. X. P. (2018). Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention. International Journal of Sports Marketing and Sponsorship.
Wang, Y. (2020). Humor and camera view on mobile short-form video apps influence user experience and technology-adoption intent, an example of TikTok (DouYin). Computers in Human Behavior, 110, 106373.
Zhang, X., Wu, Y., & Liu, S. (2019). Exploring short-form video application addiction: Socio-technical and attachment perspectives. Telematics and Informatics, 42, 101243.
Published
How to Cite
Issue
Section
Copyright (c) 2022 Sarah Liang; Janet Wolfe
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright holder(s) granted JSR a perpetual, non-exclusive license to distriute & display this article.
