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

Table of Contents

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. Experiment most appealing filter colours

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

Research Objectives and Themes

This thesis aims to determine which Instagram photo filters and colours most effectively engage users interested in sport and leisure, thereby providing actionable recommendations for the social media marketing agency 1-2-social on behalf of their client, SportScheck.

• Analysis of the relationship between visual content, filter application, and viewer engagement.
• Evaluation of colour psychology in the context of Instagram marketing.
• Comparative experimental analysis of filtered versus non-filtered photo performance.
• Identification of preferred filter types and specific Instagram filter effects.
• Development of strategic guidelines for enhancing brand visibility through optimized visual content.

Excerpt from the Thesis

Summary of Chapters

1. Introduction: Presents the relevance of Instagram marketing and defines the collaboration between 1-2-social and SportScheck alongside the study's core objectives.

2. Theoretical framework: Examines existing literature on social media, Instagram, colour psychology, and the impact of filters on user engagement.

3. Research method: Details the empirical research approach, including the design of an experiment involving test groups and live Instagram profile analysis.

4. Results and analysis: Displays and interprets the data obtained from the experiments, focusing on colour appeal, filter preferences, and engagement metrics.

5. Conclusion, recommendations, and discussion: Synthesizes research findings into practical recommendations for optimizing Instagram content strategy and reflects on the study's limitations.

Keywords

Instagram, Photo Filters, Social Media Marketing, User Engagement, Colour Psychology, SportScheck, 1-2-social, Clarendon Filter, Consumer Behaviour, Digital Marketing, Visual Content, Quantitative Research, Sports, Leisure, Brand Management

Frequently Asked Questions

What is the primary focus of this research?

The research focuses on identifying which Instagram filters and visual elements best increase user engagement (views and likes) for a sports and leisure brand.

What are the key thematic areas?

The work covers digital marketing, social media consumer behaviour, colour theory, and the specific functional application of photo-editing tools within Instagram.

What is the main objective of the thesis?

The objective is to provide 1-2-social with data-backed recommendations on the most effective filter choices to maximize engagement for their client, SportScheck.

Which scientific methodology is utilized?

The study employs a quantitative, empirical research approach, specifically conducting controlled experiments with 60 participants and a comparative analysis on the Instagram profile "Bachelor_Workout".

What does the main body cover?

The main body integrates a theoretical review of colour and social media, followed by the presentation and analysis of experimental data regarding filter preferences and photo performance.

How would you characterize this work?

This work is characterized by the application of psychological theory to practical social media content strategies, specifically optimized for sports-oriented audiences.

Why was the Clarendon filter used in the experiment?

Clarendon was selected because it is the first filter presented to users in the Instagram application, making it a highly relevant baseline for testing.

How do male and female preferences differ according to the findings?

The study found that men generally preferred the black and white filter "Moon", whereas women showed a stronger preference for warmer, colourful filters like "X_Pro_II" and "Valencia".

What is the minimum performance increase noted for edited photos?

The results indicate that edited photos receive, on average, at least 20 percent more views and likes than their unedited counterparts.