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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 17 CONTENT 3 Analysis of Instagram and the airlines in this study As stated in the introduction this study will focus on brand post popularity on Instagram within the airline industry. In order to get a better overview of Instagram and the airlines used in this study this chapter will describe the features of Instagram and give a brief overview of the airlines. 3.1 Overview of Instagram Instagram is a photo and video sharing network that was founded in 2010. Uploading photos and videos can be done in different ways but the easiest way is to use the mobile app itself. The use of Instagram is free and can be used by anybody that has a smartphone. Photos and videos of people that one follow is shown in the news feed. Instagram can be seen as a simplified version of Facebook, that emphasises mobile use and visual content. In order to follow a person, one has to look up the person and click on the follow button. Some profiles are private which means that one has to get accepted to see the content on their account. (Moreau, 2016) Users of Instagram can follow others and engage in photos or videos in different ways. The engaging tools on Instagram are: liking, commenting, sharing as a message, tagging, or by third-party app repost a post. The interaction with the app in easy. When you see a picture that you want to like, double tap it or press the heart icon under the picture (appendix A). Writing a comment can easily be done by pressing the balloon icon (appendix A). Uploading photos and videos onto Instagram is also simple. In the first version of the app it was only possible to upload a photo that was taken with the app itself (Moreau, 2016). Today, a photo can be uploaded from any camera if it is transferred to a mobile phone first. This feature might be one of the reason why Instagram is popular among photographers. Photographers can easily share their work with a whole community. When uploading a photo, it is possible to add filters to it, and this might be one of the key factors to Instagram’s success since filters can enhance the pictures. There are three different formats that Instagram let’s its user to upload; square, portrait, or landscape. Landscape photos are photos that are wider than tall. Portrait photos are photos that are taller than wide. Square format photos are photos where the all the sides are the same length. Until 2015 it was only possible to upload pictures in form of a square, which was the signature feature of Instagram.PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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