Andrew Bedinghaus
Gregory
Abel
2/11/19
Andrew Bedinghaus
Gregory
Abel
2/11/19
Dale: Why are you so sweaty?
Brennan: I was watching cops.
“Creativity is intelligence having fun.”
-Albert Einstein
Table of Contents
Client: Dr. David “Yoda” Raska (@theundergroundagency)
Problem: How do we beat 11% engagement
and break 1,000 followers?
Major Research Questions:
Table 1
Results based on Instagram metrics for 14 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
What is the difference between most and least liked posts? What do top three most liked posts share together? What are the most likely drivers of likes?
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
3 of the top 4 most liked posts were also the 3 photos with the most people in them. The post “Crying Yoda” likely received the most likes due to the engaging photo of Dr. Raska and a former student, and the announcement of her promotion/move to NYC. The post “Card” likely received the fewest likes because of the high amount of text in both the photo and caption. Instagram is a visual-oriented social media platform. The other 2 in the bottom 3 had little to do with the owner of the account (Dr. Raska). Users follow an account because they know the owner and/or are interested in their endeavors. When a post features one person, such as the posts “Alec the Burkie” and “Lindsay” they are less likely to generate engagement.
Results based on Instagram metrics for 14 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
= Top 3 Post
What is the difference between most and least commented posts? What do top three most commented posts share together? What are the most likely drivers of comments?
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Posts with multiple people in the photo averaged 6.38 comments. Posts with 1 or less people averaged 12.83 comments. The post “Need your help!” is an outlier with 55 comments because it asks for engagement and to tag a friend. If you remove the outlier, posts with 1 or less people would only average 4.4 comments. With this exception, we can conclude that photos with multiple people generate 45% more comments. It caught our attention that the post “Lindsay” generated the next highest amount of comments despite being in the bottom 3 for likes. This is because Lindsay is responsible for 5 of the 11 comments. The posts with the fewest comments are more “matter-of-fact” and do not provoke responses. A lot of comments on these posts are either the same group of people (usually agency members) reminiscing on experiences or to congratulate others for their accomplishments. The most commented-on posts were the ones that generated these types of comments.
Results based on Instagram metrics for 14 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
What is the difference between most and least engaging posts? What do top three most engaging posts share together? What are the most likely drivers of engagement?
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
The post “Need your help!” generated the highest engagement by a landslide despite not being top 3 in likes. Many posts from this account pose a question. This one is set apart for multiple reasons. First, the question is in the photo itself which causes more users to read it in the first place so the chances of a user responding is higher from the start. Second, the question is simple, and involves a topic that almost everybody has an opinion on. Finally, the caption calls for users to tag their friends, which led to the most impressions and highest reach, which cyclically leads to higher engagement. In contrast, the post “Card” which generated the lowest engagement is very lengthy which will limit the amount of users that will even read it. It is also straightforward and does not provoke any sort of response from the user.
Results based on Instagram metrics for 14 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
What is the difference between the posts with most and least impressions? What do top three posts with most impressions share together? What are the most likely drivers of impressions?
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 14 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
When it comes to impressions, Instagram posts that featured large group activities and a request for help from all the agency’s followers did the best. The top 2 in this category averaged 70% more impressions than the bottom 2. Posts that trended towards the bottom had the commonality of stories that featured a single person. If a post features a larger group, that large group will be interested in the post as well as their own friends, families, and coworkers. The post “Agency” was not #1 in reach, but it was #1 in impressions. This means the same users must have viewed the post multiple times. The post has 10 accounts tagged which means those users will see the photo in their news feed, notifications, and tagged photos on their profile.
What is the difference between the posts with greatest and smallest reach? What do top three posts with greatest reach share together? What are the most likely drivers of reach?
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 14 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
The post “Need your help!” generated the highest reach because it asked users to tag their friends and therefore more unique users would see the post. The post “Agency” was also top 3 because so many accounts were tagged. When accounts are tagged in a photo, the photo is more likely to show up on the “explore” page of their followers, causing more unique users who do not follow the account that posted the photo to see it. The posts “empower media” and “card” were both bottom 2 in reach, and they were also the only 2 posts to not receive a single comment. As mentioned, users follow @theundergroundagency because they know Dr. Raska and/or are interested in his endeavors. The bottom 3 are all posts which do not involve Dr. Raska. Since they don’t provoke engagement they will not reach as many users.
What is the effect of your discovered factor on engagement, impressions, and reach metrics?
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 14 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
After the removal of the outlier, posts with >1 person outperform posts with 1 person or less (on average) in every metric.. Likes increase 48%. Comments go up 45%. Engagement swells by 48%. Impressions expand by 12%. Reach rises by 8%. No matter the category, more people equals greater metrics.
Underground Agency Instagram content has greater metrics when large groups take interesting pictures!
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 15 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Results based on Instagram metrics for 14 posts on @theundergroundagency Instagram, posted between January 15 and February 5, 2019. The posts were coded as either (>1 person: 1) or (1 or 0 people; 0) and analyzed using Google Sheets by Gregory Abel and Andrew Bedinghaus. Averages and frequencies for each metric are reported. Metrics were obtained from the client.
Posts with >1 person in the photo averaged 48% more likes
Posts with >1 person in the photo averaged a 1.77% better
engagement rate
When a post has a large group, it can generate over 70% more impressions than a post with a single person.
Likes, comments, and engagement increase by 48% when content features a group instead of 1 person.