How to Improve Instagram Reels Engagement? An empirical investigation of content strategies
(2022) SKOM12 20221Department of Strategic Communication
- Abstract
- Introduced in August 2020, Instagram Reels have been used as a new alternative to elevate popularity by leveraging broader viewers while ignoring the audience's status as followers. This could have a massive contribution for creators in engaging the public by infusing messages through Reels content. However, the formulations on what aspects need more attention for designing Reels content are rarely concluded within previous literature. Taking the digital rhetoric perspective, this study attempts to contribute to extant knowledge of effective strategies (figurative language, framing, third-parties endorsement, interactivity appeal, audio-visual presence, nature imagery, caption length, and dimension format) for improving the engagement of... (More)
- Introduced in August 2020, Instagram Reels have been used as a new alternative to elevate popularity by leveraging broader viewers while ignoring the audience's status as followers. This could have a massive contribution for creators in engaging the public by infusing messages through Reels content. However, the formulations on what aspects need more attention for designing Reels content are rarely concluded within previous literature. Taking the digital rhetoric perspective, this study attempts to contribute to extant knowledge of effective strategies (figurative language, framing, third-parties endorsement, interactivity appeal, audio-visual presence, nature imagery, caption length, and dimension format) for improving the engagement of Instagram Reels.
Acknowledging the post-positivism paradigm, the paper examines and explores possibilities of different plausible claims for a specific context of Indonesian non-profit environmental organizations. The quantitative analysis of 301 Reels contents reaffirmed the presence of audio-visual as the strongest determinant of engagement score among other predictors. Interestingly, like the majority of predictors, it correlates differently across different social media. Anchoring to the experiment results, a new framework regarding factors affecting Reels’ engagement score is introduced. (Less) - Popular Abstract
- Introduced in August 2020, Instagram Reels have been used as a new alternative to elevate popularity by leveraging broader viewers while ignoring the audience's status as followers. This could have a massive contribution for creators in engaging the public by infusing messages through Reels content. However, the formulations on what aspects need more attention for designing Reels content are rarely concluded within previous literature. Taking the digital rhetoric perspective, this study attempts to contribute to extant knowledge of effective strategies (figurative language, framing, third-parties endorsement, interactivity appeal, audio-visual presence, nature imagery, caption length, and dimension format) for improving the engagement of... (More)
- Introduced in August 2020, Instagram Reels have been used as a new alternative to elevate popularity by leveraging broader viewers while ignoring the audience's status as followers. This could have a massive contribution for creators in engaging the public by infusing messages through Reels content. However, the formulations on what aspects need more attention for designing Reels content are rarely concluded within previous literature. Taking the digital rhetoric perspective, this study attempts to contribute to extant knowledge of effective strategies (figurative language, framing, third-parties endorsement, interactivity appeal, audio-visual presence, nature imagery, caption length, and dimension format) for improving the engagement of Instagram Reels.
Acknowledging the post-positivism paradigm, the paper examines and explores possibilities of different plausible claims for a specific context of Indonesian non-profit environmental organizations. The quantitative analysis of 301 Reels contents reaffirmed the presence of audio-visual as the strongest determinant of engagement score among other predictors. Interestingly, like the majority of predictors, it correlates differently across different social media. Anchoring to the experiment results, a new framework regarding factors affecting Reels’ engagement score is introduced. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9084630
- author
- Kuncoro, Atika Rusy LU
- supervisor
- organization
- course
- SKOM12 20221
- year
- 2022
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Instagram Reels, engagement, digital rhetoric, persuasive, social media, environmental organization
- language
- English
- additional info
- With this thesis, I wish to help communicator understand more about engagement in social media for environmental organization, and I wish to contribute to Strategic Communication literature. Any discussion about the topic, I am available at rusy.kuncoro@outlook.com
- id
- 9084630
- date added to LUP
- 2022-06-27 14:25:52
- date last changed
- 2022-06-27 14:25:52
@misc{9084630,
abstract = {{Introduced in August 2020, Instagram Reels have been used as a new alternative to elevate popularity by leveraging broader viewers while ignoring the audience's status as followers. This could have a massive contribution for creators in engaging the public by infusing messages through Reels content. However, the formulations on what aspects need more attention for designing Reels content are rarely concluded within previous literature. Taking the digital rhetoric perspective, this study attempts to contribute to extant knowledge of effective strategies (figurative language, framing, third-parties endorsement, interactivity appeal, audio-visual presence, nature imagery, caption length, and dimension format) for improving the engagement of Instagram Reels.
Acknowledging the post-positivism paradigm, the paper examines and explores possibilities of different plausible claims for a specific context of Indonesian non-profit environmental organizations. The quantitative analysis of 301 Reels contents reaffirmed the presence of audio-visual as the strongest determinant of engagement score among other predictors. Interestingly, like the majority of predictors, it correlates differently across different social media. Anchoring to the experiment results, a new framework regarding factors affecting Reels’ engagement score is introduced.}},
author = {{Kuncoro, Atika Rusy}},
language = {{eng}},
note = {{Student Paper}},
title = {{How to Improve Instagram Reels Engagement? An empirical investigation of content strategies}},
year = {{2022}},
}