Optimizing Instagram Metrics for Strategic Information Marketing: Insights from Global Influencers
Keywords:
Metrics, Instagram Influencers, Information MarketingAbstract
This study examines engagement dynamics and follower distributions among the top ten most-followed Instagram accounts, collectively amassing 4.289 billion followers. Statistical analysis reveals a positively skewed distribution, with a mean follower count of 428.9M exceeding the median (382M), influenced by outliers such as @instagram (672M) and @cristiano (617M). Z-score analysis identifies these accounts as significant outliers, whereas @khloekardashian (-1.03) and @beyonce (-0.97) rank at the lower spectrum. Sector-wise, athletes, predominantly footballers, maintain the highest average follower count (548.5M), whereas musicians and influencers range between 305M–420M. Sentiment analysis classifies engagement patterns into three categories: (i) highly positive accounts (@therock, @cristiano) fostering strong emotional resonance, (ii) neutral/promotional accounts (@instagram, @kimkardashian) with lower engagement, and (iii) music/activism-driven accounts (@beyonce, @arianagrande) balancing entertainment and social influence. Engagement Rate (ER) analysis highlights @therock (2.68%), @selenagomez (2.10%), and @cristiano (1.75%) as top performers, while @instagram (0.54%) exhibits minimal audience interaction. A moderate negative correlation (-0.582) between follower count and engagement rate suggests that larger audiences correspond with diminishing engagement levels, declining by 0.00248% per additional million followers. Findings underscore that content quality, audience sentiment, and narrative strategies surpass follower count in driving engagement. These insights hold critical implications for Library and Information Science (LIS) professionals, highlighting Instagram's potential for strategic digital outreach, branding, and knowledge dissemination. By leveraging targeted engagement strategies, LIS practitioners can optimize social media impact, fostering deeper connections with information users in an increasingly digital landscape.
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