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Observations from three experiments and a overview of larger than 55,000 Instagram posts.
September 12, 2024
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Influencer advertising and marketing and marketing and marketing is a billion-greenback industry, and its fresh meteoric rise has sparked curiosity about which factors makes some influencer posts extra in vogue than others. In a brand fresh paper, researchers analyzed bigger than 55,000 Instagram posts from the tip 763 influencers worldwide throughout a six month length and peep that posts that read as extra legit to the influencer, as an illustration posts that picture shut family or chums, receive the excellent engagement. They provide concerns for the ideal method to harness their findings to enhance price-influencer put up success.
One week in July, soccer basic person and entrepreneur David Beckham made four posts on Instagram. A backed advert for sun shades garnered 460,000 likes. A report celebrating a league rep by Inter Miami, a team he co-owns, received 360,000. The 2 varied posts — images of the athlete with his father and with his partner — received triple that engagement, with 1.3 and 1.8 million likes, respectively.
JC
Jaeyeon (Jae) Chung is the William S. Mackey Jr. Eminent Assistant Professor at Rice College’s Jones Graduate School of Enterprise. She earned her Ph.D. from Columbia Enterprise School. Her compare specializes in digital advertising and marketing and marketing and marketing, rising applied sciences, and person engagement with social media and AI-pushed advertising and marketing and marketing and marketing, in conjunction with platforms indulge in YouTube, ChatGPT, and NFT markets.
Ajay Kalra is Herbert S. Autrey Professor of Marketing at the Jones School of Enterprise, Rice College. His unusual compare pursuits consist of how familial associations impact person perceptions. His compare has been quoted in Unique York Occasions, Economist, Washington Put up, Fox Files amongst plenty of assorted retail outlets.
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