Instagram & Engagement: an Observational Study
Samar Issa* and Ada Isabel Andrade Centeno
ABSTRACT
This observational study utilizes the skincare and beauty brand Glossier’s Instagram account to analyze engagement trends to identify strategies firms can implement to have a more successful content strategy on Instagram. Over a six-month period, data from posts were collected and organized on Excel and later compared to scales based on the @glossier’s account total number of followers to understand the reach and engagement. The data showed that carousel posts were the most engaging post format and post content involving giveaways and announcements outperformed other types of contents in terms of likes and comments. The data also showed a lack of significant engagement between influencer posts and any major improvement in engagement, likely due to a growing appreciation for authenticity. Sundays and Fridays were found to have the highest engagement rates across the week in both likes and comments.The key findings suggest that firms should prioritize carousel formats when posting, create an optimized posting schedule that emphasizes audience alignment
and fosters meaningful connections with its followers.
