Impact of Content, Context and Creator on User Engagement on Instagram

Abstract

Social media marketing is a powerful tool for businesses to grow their customer base and increase sales. However, the lack of an effective strategy can lead to low engagement rates, which in turn means less opportunity for growth. This paper aims to address why this happens and what you can do about it. This study aims to find out what exactly drives user engagement when it comes to content cues, context cues, and creators. In this paper, we will report on a study that will analyze the textual and visual content while also taking into account the creator and context variables, to find out what exactly drives user engagement. The results of our research will help marketers to understand what exactly drives user engagement and what they should keep in mind moving forward.