The analysis of the success in user engagement to content on Instagram from the perspective of image characteristics

Taghi Panahi, Fatemeh; Nowkarizi, Mohsen; Dayyani, Mohammad Hossein

doi:10.35050/JIPM010.2019.039

The analysis of the success in user engagement to content on Instagram from the perspective of image characteristics

Authors

Fatemeh Taghi Panahi

Mohsen Nowkarizi

Mohammad Hossein Dayyani

10.35050/JIPM010.2019.039

Abstract

The purpose of this study was to find out the user experience in the most liked posts in educational pages on Instagram, using two theories of user engagement and flow. Analyzing user experience can help success in content creating and sharing on social networks.
This was a qualitative and exploratory study, carried out through thematic analysis using competitive benchmarking approach and analyzed the characteristics of the image and the latent themes in the most liked posts by users in the educational content on Instagram and examined the relevance of their themes to the specific subject of content in these pages.
The results of the study on 270 posts, which included 9 most-liked posts in 2017 from 30 pages surveyed, showed human image, artistic, scientific and literary outstanding personalities and nature, and were the most characteristics of the image and there were themes of the family, love, religion in them. Also, more than 80 percent of the most-liked posts were dedicated to the specific subject of these pages.
It can be concluded that in successful content in engaging user and making an optimal experience in them, there are common image characteristics that should be considered when creating content. These characteristics are indicated in this study.

Keywords

Instagram

User engagement

Flow Theory

image characteristics