Instagram Engagement Predominantly Influenced by Language, Visual Content, and Follower Size in New Study
In the ever-evolving social media landscape, a new study published in the Journal of Interactive Marketing has shed light on the strategies that can significantly enhance the performance of sponsored Instagram posts. The research, led by Woodroof et al., analysed nearly a thousand posts from fashion influencers and offers a data-driven blueprint for maximising engagement across both micro- and macro-influencer tiers.
The study found that the use of agreeable language, authentic imagery, and tailoring tactics to follower tiers can greatly improve the success of sponsored content. Agreeable language, characterised by cooperativeness and compassion, was found to outperform other tones by driving higher engagement. Such language resonates more warmly with followers, fostering positive interactions.
Authentic imagery, especially visuals featuring the influencer themselves rather than just the product, strengthens the parasocial relationship between influencer and audience, thereby increasing engagement. Overly product-focused posts tend to disengage viewers.
Tailoring tactics by follower tier reveals that micro-influencers (smaller follower bases) achieve greater success using warm, expressive, and personable language, while macro-influencers (larger follower bases) benefit more from polished and trustworthy messaging styles.
The study, rooted in IBM Watson's Big Five personality framework, suggests a nuanced approach is required. Brands and influencers can maximise sponsored content impact by combining agreeable, personalised communication and authentic influencer imagery, adjusted strategically according to the influencer’s follower size.
The findings of the study highlight the importance of genuine connections in influencer marketing, moving beyond just amassing likes. Creative guidelines should prioritise authentic imagery, encouraging influencers to showcase how they naturally incorporate products into their daily routines.
The Olipop brand, in partnership with the Mattison Twins on TikTok, achieved high engagement by creating an unscripted, relatable video that mirrored the brand’s playful voice and humanised the product. This approach demonstrates how brands can turn posts into meaningful conversations and fleeting views into lasting brand advocacy by integrating evidence-based strategies.
Influencers can inform content choices by understanding their own linguistic and visual strengths. Smaller audiences might lean into storytelling that highlights personal experiences, while larger creators could focus on consistency, transparency, and selective product integration.
In conclusion, the study offers a timely reminder that effective influence is as much about how messages are crafted and presented as it is about who delivers them. By adopting these strategies, brands and influencers can build resilient partnerships and foster enduring consumer loyalty.
[1] For more detailed insights, refer to the original study by Woodroof et al. (2021) published in the Journal of Interactive Marketing.
- The study reveals that lifestyle content, such as fashion-and-beauty and food-and-drink posts, can benefit from the use of agreeable language and authentic imagery to effectively engage audiences on social media.
- In the realm of education-and-self-development, influencers can optimize their content by understanding their own linguistic and visual strengths, tailoring storytelling and product integration strategies according to their follower size.
- In the tech-driven world of entertainment, brands can create meaningful conversations and transform fleeting views into lasting brand advocacy by employing evidence-based strategies, such as humanizing products through reliable and genuine connections on social media platforms like technology-driven TikTok.
