Engaging content on Instagram. Best filter choice for the increase of photo views and likes of sport and leisure interested users

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
• 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.