OTT-företags aktivitet på Instagram : Vilka inläggstyper och mediatyper påverkar användares engagemang?

Sammanfattning: This study examines how diverse types of content and media affect the users’ engagement with the Instagram accounts of OTT companies. The usage of Instagram as a marketing tool has increased over the years. This highlight's the importance of a company's ability to understand what their users like and will engage with. With the growth and development of sports streaming services, such as OTT platforms, a knowledge gap has formed on how these companies should best use social media to connect with current and future customers. A study was conducted, using mostly a quantitative research method, measuring the amount of ‘likes’ and ‘comments’ on the Instagram accounts of OTT companies on all their posts during 2021. To get more information about the consumers engagement habits, qualitative research was conducted on the comments. Neither of the selected company’s accounts had a high number of comments on their Instagram and they did not respond to the few comments they got. The results of the study were then implemented based on the information architecture model using the three primary pillars: content, context, and users. The study showed that entertainment, in combination with information about the service, engaged the greatest number of consumers. However, one of the companies in this study posted a lot of content that did not engage consumers since it was perceived as advertising. Content that is perceived as advertising should therefore not take up most of the feed on Instagram. The study shows us the importance of knowing what content is relevant, what type of context it is posted within, and what the users engage with.