Likes, Comments, Views

Abstract

This article presents a content analysis of academic library Instagram accounts at eleven land-grant universities. Previous research has examined personal, corporate, and university use of Instagram, but fewer studies have used this methodology to examine how academic libraries share content on this platform and the engagement generated by different categories of posts. Findings indicate that showcasing posts (highlighting library or campus resources) accounted for more than 50 percent of posts shared, while a much smaller percentage of posts reflected humanizing content (emphasizing warmth or humor) or crowdsourcing content (encouraging user feedback). Crowdsourcing posts generated the most likes on average, followed closely by orienting posts (situating the library within the campus community), while a larger proportion of crowdsourcing posts, compared to other post categories, included comments. The results of this study indicate that libraries should seek to create Instagram posts that include various types of content while also ensuring that the content shared reflects their unique campus contexts. By sharing a framework for analyzing library Instagram content, this article will provide libraries with the tools they need to more effectively identify the types of content their users respond to and enjoy as well as make their social media marketing on Instagram more impactful.

Social Pressure in the Quarter Life Crisis Through Poster Media

“…Concise and informative sentences, varied images and writings. According to (Doney et al, 2020), there are various methods to measure the effectiveness of an instagram post, a large number of likes or comments may indicate positive signs for active engagement. Other ways to measure engagement and effectiveness include evaluating reach and impressions, or analyzing the content of comments (a type of qualitative measurements).…”

Getting a Feel of Instagram Reels: The Effects of Posting Format on Online Engagement

“…Specifically, crowdsourcing posts, which ask users to engage with the post, gained the highest average number of likes and comments. On the other hand, the most frequently posted category, showcasing, gained the lowest average likes and near lowest comment count (Doney et al, 2020). Similarly, research following fashion brands and their posting categories found that posts that offered incentives for interacting saw increased interaction.…”

“…Over 50% of businesses use Instagram as a means of advertising and sharing their brand (Alkhowaiter, 2016). Moreover, Instagram users who follow businesses on Instagram have the highest levels of commitment and interaction as opposed to other platforms (Doney et al, 2020). By utilizing Instagram, businesses can directly interact and connect with potential customers around the globe.…”

“…Research in the field has specifically focused on the effect of different posting categories on a post's engagement on Instagram. Some utilized the schema of Stuart et al, which lists six categories for Instagram picture posts, while others created their own definitions and categories (Doney et al, 2020;Na & Kim, 2019). One study conducted on academic libraries and their use of Instagram followed Stuart et al's schema and determined that posting categories did largely affect the number of likes a post received.…”

Go vegan! digital influence and social media use in the purchase intention of vegan products in the cosmetics industry

“…Instagram, the social media chosen for this study, was created in 2010, and in 2019, it reached the number of more than one billion active user accounts, and it is estimated that 90% of users follow at least one commercial account (Doney et al 2020). Instagram has a visual appeal of the images and videos that are shared, which is important for the promotion and sale of beauty products, in addition to being one of the social media most used by digital influencers (Almeida et al 2018).…”