The Effect of Post Content Type on Online Engagement

Abstract

Instagram is a powerful social media marketing tool. Whereas having various tools for business also has a high involvement and loyalty from the users, resulting from social interactions. The company often uses content marketing to propose an effective communication strategy on Instagram. The business conducts a good content marketing strategy to increase online engagement, leading to brand awareness, associations, and loyalty. One of the most vital tools for content marketing to increase Instagram online engagement measured by likes and comments is content types. This study's goal is to find the differences between content types in the engagement on Instagram. moreover, the study also identified the content that impacted the most the engagement. This study will use the historical data gathered from the Instagram post of 4 businesses that produced eco-friendly goods and have similarities in products and markets. The time range is from May 2021 – to April 2022. The numbers of comments and likes for each type of content show noticeable variations. Of all of the contents, interactional content gives the most positive impact on likes compared to other types of content. And interactional and transactional content gives the most positive impact on comments compared to rational content. In addition, Monday and Wednesday contribute the most to the engagement.