The social media world has increased fast and people become overwhelmed with information. Since images play an important role in the social media world, organizations have the opportunity to create a profile at the social media network Instagram to post filtered and non filtered photos, to engage its users to view, like and comment those. Photo filters that increase warmth, exposure and contrast get more likes and comments because they elicit feelings of arousal and excitement. This theory can be attributed to the filters colours, since red, orange, and yellow lead to states of arousal and excitement. Next to that, sport fans enjoy images in black&white and sepia.
The sport company S is a client that has wished an Instagram profile from the company 12s. For that reason, the management did send many sport related photos to the media firm, which they can post at their profile. However, the employees who are responsible for the Instagram profile are not sure if they should keep the images original or edit them with filters. If they edit photos, they can choose between filters, what makes the choice harder, since they do not know which filter viewers like. For solving that problem, a research was needed to give recommendations to the organization 12s for the best filter choice by analysing appealing colours and filters of lively Instagram users that are interested in sport and leisure via an experiment.
For the experiment, two groups were randomly chosen, which were as similar as possible. All participants had to be interested in sport&leisure. One group had to answer questions about original photos and the second group about edited photos. 16 images were posted in original and edited at the Instagram profile Bachelor_Workout, to see which photos receive more likes.
The outcome shows that participants prefer photos edited. Approximately, edited photos receive min. 20 per cent more views and likes compared to original photos. Furthermore, participants like warm colours filters such as Hefe and Valencia and the colourful filter Clarendon. Especially men do like the black and white filter Moon compared to women who prefer the filter X_Pro_II.
To engage Instagram users who are interested in sport and leisure, 12s should edit photos with warm colours to reach the target group of the sport company S. If they like to reach more men, they can use the black and white filter Moon and if they concentrate more on women with a photo, they should use the filter Rise.
Table of Contents
- FOREWORD
- SUMMARY
- 1. INTRODUCTION
- 1.1. FIELD MEDIA AND ENTERTAINMENT MANAGEMENT
- 1.2. 1-2-SOCIAL IN COOPERATION WITH SPORTSCHECK
- 1.3. PROBLEM ANALYSIS
- 1.4. THE OBJECTIVE
- 2. THEORETICAL FRAMEWORK
- 2.1. SOCIAL MEDIA
- 2.2. INSTAGRAM
- 2.3. COLOUR RESEARCH
- 2.4. FILTERS AND ITS VIEWER'S ENGAGEMENT
- 2.5. CONCLUSION THEORETICAL FRAMEWORK
- 3. RESEARCH METHOD
- 3.1. RESEARCH APPROACH AND METHODS
- 3.2. PROCESS AND DATA COLLECTION
- 3.3. DATA ANALYSIS
- 4. RESULTS AND ANALYSIS
- 4.1. HYPOTHESES
- 4.1.1 EXPERIMENT RED VERSUS BLUE
- 4.1.2 EXPERIMENT MATCHING COLOURS
- 4.2. FILTERED PHOTOS COMPARED TO NON-FILTERED PHOTOS
- 4.2.1 EXPERIMENT TEN FILTERED PHOTOS VERSUS ORIGINAL PHOTOS
- 4.2.2 EXPERIMENT INSTAGRAM PROFILE BACHELOR_WORKOUT
- 4.3. FAVOURITE FILTERS
- 4.4. RELATION BETWEEN EDITED IMAGES AND FILTER COLOURS
- 4.1. HYPOTHESES
- 5. CONCLUSION, RECOMMENDATIONS, AND DISCUSSION
- 5.1. CONCLUSION
- 5.2. RECOMMENDATION
- 5.3. DISCUSSION
- REFLECTION ON THE RESEARCH
- BIBLIOGRAPHY
- APPENDICES
Objectives and Key Themes
This Bachelor Thesis aims to investigate the influence of Instagram filters on the engagement of users interested in sports and leisure, focusing on the company SportScheck and the social media agency 1-2-social. The research aims to determine the best filter choices for enhancing photo views and likes on Instagram, ultimately informing the company's social media strategy.
- The impact of Instagram filters on user engagement.
- The relationship between filter colours and emotional responses.
- The preferences of sports and leisure enthusiasts for specific filters.
- The effectiveness of Instagram filters in reaching target audiences.
- The application of research findings to inform social media marketing strategies.
Chapter Summaries
The first chapter introduces the thesis topic and context, outlining the role of social media in marketing, specifically Instagram. The chapter presents the collaboration between SportScheck and 1-2-social, highlighting the need for research on optimal filter choices to increase engagement. The second chapter examines the theoretical framework, delving into the concepts of social media, Instagram, colour psychology, and the impact of filters on user engagement. The chapter explores how different colours and filters influence viewer perception and emotions. The third chapter outlines the research methodology, including the research approach, data collection methods, and analysis techniques. This chapter explains the process of conducting the study, emphasizing the use of experiments and analysis of user data. The fourth chapter presents the results and analysis of the conducted experiments. It examines the preferences of participants in relation to filter colours and their impact on engagement. The chapter analyzes data from both experiments and discusses the findings related to the effectiveness of specific filters. The fifth chapter provides conclusions, recommendations, and a discussion of the research findings. It summarizes the key insights gained from the study, suggests practical recommendations for 1-2-social and SportScheck, and explores the broader implications of the research.
Keywords
The study focuses on the impact of Instagram filters on user engagement in the context of sports and leisure. Key concepts include social media marketing, audience engagement, color psychology, filter preferences, and data analysis. The research utilizes empirical methods and insights from user behavior to provide recommendations for optimizing Instagram strategies.
- Quote paper
- Ilona Maties (Author), 2016, Engaging content on Instagram. Best filter choice for the increase of photo views and likes of sport and leisure interested users, Munich, GRIN Verlag, https://www.grin.com/document/427710
