The Impact of Instagram Content Formats on User Engagement: An Analytical Study of Ten Cosmetic Brands in Indonesia
Main Article Content
Abstract
Instagram has emerged as a dominant platform in social media marketing, particularly for the cosmetic industry, which thrives on visual and interactive content. With Instagram penetration in Indonesia increasing by 13% from 2022 to 2023, it has become a critical medium for promoting products, monitoring trends, and analysing consumer behaviours. However, a gap remains in understanding how different types of Instagram content influence consumer engagement, especially in the context of cosmetic brands. This research addresses the specific issue of how various content forms, such as images, videos, and interactive campaigns, impact engagement metrics like likes, comments, and shares. By analysing 10 leading cosmetic brands in Indonesia, the study identifies that interactive content, such as influencer collaborations, storytelling, and giveaways, significantly enhances consumer interaction compared to static visuals. The findings offer practical solutions for optimizing social media strategies, enabling brands to build stronger emotional connections with their audiences while improving loyalty and retention. This research contributes to social media marketing literature and provides actionable insights for cosmetic brands to develop data-driven and impactful content strategies in an increasingly competitive market.
Keywords: Consumer Engagement, Instagram Marketing, Interactive Content, Cosmetic Industry, Social Media Strategies.
Article Details
How to Cite
Widiarto, M. A. P., Nur Aziza, N. A. C., & Ariadi, S. D. (2024). The Impact of Instagram Content Formats on User Engagement: An Analytical Study of Ten Cosmetic Brands in Indonesia. Al-MUNZIR, 17(2), 155–178. https://doi.org/10.31332/am.v17i2.10052
Section
Articles
References
Abidin, C. (2018). Internet Celebrity: Understanding Fame Online. Bingley, UK: Emerald Publishing Limited.
Atmoko, B. D. (2015). Instagram Handbook.
Bakhshi, B., Shamma, D. A., & Gilbert, E. (2014). Faces Engage Us: Photos with Faces
Attract More Likes and Comments on Instagram. Proceedings of the SIGCHI
Conference on Human Factors in Computing Systems (CHI’14), 965–974.
Eriyanto, Analisis Isi: Pengantar Metodologi untuk Penelitian Komunikasi dan Ilmu Sosial
Lainnya, hal. 26
Erna, Ferrina Dewi. (2008). Merek & Psikologi Konsumen. Edisi Pertama, Cetakan Pertama. Yogyakarta : Graha Ilmu.
Fong, N. H., & Yazdanifard, R. (2014). The impacts of social media marketing, perceived risks and domain specific innovativeness on online consumer behavior. Global Journal of Commerce & Management Perspective, 3(2), 22-26.
Geurin-Eagleman, A. N., and L. M. Burch. (2016). “Communicating via Photographs: A Gendered Analysis of Olympic Athletes’ Visual Self- Presentation on Instagram.” Sport Management Review 19 (2): 133–145. doi:10.1016/j.smr.2015.03.002.
Girsang, H. T. (2020). Pengaruh Influencer Marketing Dan Marketplace Knowledge Terhadap Keputusan Pembelian Online Traveloka Eats. Repository Universitas Sumatera Utara, 20–21.
Ha, A. 2017. “There Are Now 25M Active Business Profiles on Instagram.” Tech Crunch. https://techcrunch.com/2017/11/30/instagram-25-million-business-profiles/.
Humphrey Jr, W. F., Laverie, D. A., & Rinaldo, S. B. (2016). Fostering brand community through social media. Business Expert Press.
Ibrahim, N. A., & Yusof, M. (2020). Sindiran dalam media sosial: Perspektif lakuan bahasa. Jurnal Komunikasi, 36(2), 269-288.
Itani, O. S., Agnihotri, R., & Dingus, R. (2017). Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler. Industrial Marketing Management.
Jones, A. R., & Lee, S. E. (2022). Factors influencing Engagement in fashion brands’ Instagram posts. Fashion Practice, 14(1), 99-123.
Kotler, Philip. (2009). Manajemen Pemasaran. Jakarta : Erlangga. Kriyantono, R. (2014). Teknik Praktis Riset Komunikasi. Jakarta: Kencana.
176
Meidira, Nanda, Sandi, ... Instagram User Engagement
Kussudyarsana, K., & Rejeki, L. (2020). Pengaruh Media Sosial Online Dan Media Promosi Offline Terhadap Pemilihan Merek Produk Skincare Dan Klinik Kecantikan. Jurnal Manajemen Dayasaing, 22(1), 1-11.
Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising research, 52(1), 40-52.
Macarthy, A. (2018). 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More. CreateSpace Independent Publishing.
Manic, M. (2015). Marketing Engagement Through Visual Content. . SERIES V - ECONOMIC SCIENCES.
Nasrullah, Rulli. 2015. Media Sosial; Perspektif Komunikasi, Budaya, dan Sosioteknologi. Bandung : Simbiosa Rekatama Media.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approach (W. L. Neuman, Ed.; Seventh Edition).
Nielsen. (2023). Consumer Media View Q2 2023 and Q4 2022. Clear Decisions App Puntoadi, Danis. (2011). Menciptakan Penjualan Melalui Social Media. Jakarta: Elex Media
Komputindo.
Pletikosa Cvijikj, I., & Michahelles, F. (2013). Online Engagement factors on Facebook
brand. Soc. Netw. Anal. Min., 3, 843–861.
Reddy, A. (2021). Skincare in Social Media: Analyzing Prominent Themes in Online
Dermatologic Discussions. Cureus, [online] 13(5). doi:10.7759/cureus.14890 Rivanty, R. R. (2019). Online Consumers’ Engagement on Fast-fashion Brands’ Posts: The
influence of message strategies on Instagram. The Netherlands. Tilburg University. Ryhänen, H. (2019). Analysing Instagram Posts and Consumer Engagement.
Sabate, F., J. Berbegal-Mirabent, A. Canabate, and P. R. Lebherz. (2014). ~ “Factors
Influencing Popularity of Branded Content in Facebook Fan
Schiffman, L.G dan L.L. Kanuk. (2009). Customer Behavior, New Jersey : Prentice – Hall
International, Inc.
Singh, R. (2020). Social Media and Consumer buying Behaviour: Issues & Challenges. Sakuntala, A. A., Ibrahim, J. T., & Sutanto, A. (2023). Efektivitas komunikasi pemasaran
terpadu berbasis media sosial terhadap keputusan pembelian oleh konsumen harvest day farm. Tropical Agro Complex, 1(1).
177
Al-Munzir Journal 17 (2), 155-178 ISSN (p): 1979-4894; ISSN (e): 2620-326x
Smith, S. P. (2018). Instagram abroad: performance, consumption and colonial narrative in tourism.
Statista (2023). Beauty & Personal Care – Global | Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/cmo/beauty-personal-care/worldwide
Statista (2023). Skin Care - Worldwide | Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/cmo/beauty-personal-care/skin- care/worldwide#:~:text=Revenue%20in%20the%20Skin%20Care,attributable%20to%2 0Non%2DLuxury%20goods
Tafesse, W., & Wien, A. (2017). A framework for categorizing social media posts. 4(1), 9– 12. https://doi.org/DOI: 10.1080/23311975.2017.1284390
The MBS Group (2020). Covid-19 and the beauty industry Where are we now, and what comes next? [online] Available at: https://www.thembsgroup.co.uk/wp- content/uploads/2020/07/Covid-19-and-the-beauty-industry_.pdf
VanDerslice, H. (2016). HOW FEMALE ONLINE BUSINESSES AND BRANDS ARE USING INSTAGRAM STORIES.
We are Social. (2023). Digital : 2023 Indonesia. [Online] Available at: https://datareportal.com/reports/digital-2023-indonesia
Atmoko, B. D. (2015). Instagram Handbook.
Bakhshi, B., Shamma, D. A., & Gilbert, E. (2014). Faces Engage Us: Photos with Faces
Attract More Likes and Comments on Instagram. Proceedings of the SIGCHI
Conference on Human Factors in Computing Systems (CHI’14), 965–974.
Eriyanto, Analisis Isi: Pengantar Metodologi untuk Penelitian Komunikasi dan Ilmu Sosial
Lainnya, hal. 26
Erna, Ferrina Dewi. (2008). Merek & Psikologi Konsumen. Edisi Pertama, Cetakan Pertama. Yogyakarta : Graha Ilmu.
Fong, N. H., & Yazdanifard, R. (2014). The impacts of social media marketing, perceived risks and domain specific innovativeness on online consumer behavior. Global Journal of Commerce & Management Perspective, 3(2), 22-26.
Geurin-Eagleman, A. N., and L. M. Burch. (2016). “Communicating via Photographs: A Gendered Analysis of Olympic Athletes’ Visual Self- Presentation on Instagram.” Sport Management Review 19 (2): 133–145. doi:10.1016/j.smr.2015.03.002.
Girsang, H. T. (2020). Pengaruh Influencer Marketing Dan Marketplace Knowledge Terhadap Keputusan Pembelian Online Traveloka Eats. Repository Universitas Sumatera Utara, 20–21.
Ha, A. 2017. “There Are Now 25M Active Business Profiles on Instagram.” Tech Crunch. https://techcrunch.com/2017/11/30/instagram-25-million-business-profiles/.
Humphrey Jr, W. F., Laverie, D. A., & Rinaldo, S. B. (2016). Fostering brand community through social media. Business Expert Press.
Ibrahim, N. A., & Yusof, M. (2020). Sindiran dalam media sosial: Perspektif lakuan bahasa. Jurnal Komunikasi, 36(2), 269-288.
Itani, O. S., Agnihotri, R., & Dingus, R. (2017). Social media use in B2b sales and its impact on competitive intelligence collection and adaptive selling: Examining the role of learning orientation as an enabler. Industrial Marketing Management.
Jones, A. R., & Lee, S. E. (2022). Factors influencing Engagement in fashion brands’ Instagram posts. Fashion Practice, 14(1), 99-123.
Kotler, Philip. (2009). Manajemen Pemasaran. Jakarta : Erlangga. Kriyantono, R. (2014). Teknik Praktis Riset Komunikasi. Jakarta: Kencana.
176
Meidira, Nanda, Sandi, ... Instagram User Engagement
Kussudyarsana, K., & Rejeki, L. (2020). Pengaruh Media Sosial Online Dan Media Promosi Offline Terhadap Pemilihan Merek Produk Skincare Dan Klinik Kecantikan. Jurnal Manajemen Dayasaing, 22(1), 1-11.
Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising research, 52(1), 40-52.
Macarthy, A. (2018). 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More. CreateSpace Independent Publishing.
Manic, M. (2015). Marketing Engagement Through Visual Content. . SERIES V - ECONOMIC SCIENCES.
Nasrullah, Rulli. 2015. Media Sosial; Perspektif Komunikasi, Budaya, dan Sosioteknologi. Bandung : Simbiosa Rekatama Media.
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approach (W. L. Neuman, Ed.; Seventh Edition).
Nielsen. (2023). Consumer Media View Q2 2023 and Q4 2022. Clear Decisions App Puntoadi, Danis. (2011). Menciptakan Penjualan Melalui Social Media. Jakarta: Elex Media
Komputindo.
Pletikosa Cvijikj, I., & Michahelles, F. (2013). Online Engagement factors on Facebook
brand. Soc. Netw. Anal. Min., 3, 843–861.
Reddy, A. (2021). Skincare in Social Media: Analyzing Prominent Themes in Online
Dermatologic Discussions. Cureus, [online] 13(5). doi:10.7759/cureus.14890 Rivanty, R. R. (2019). Online Consumers’ Engagement on Fast-fashion Brands’ Posts: The
influence of message strategies on Instagram. The Netherlands. Tilburg University. Ryhänen, H. (2019). Analysing Instagram Posts and Consumer Engagement.
Sabate, F., J. Berbegal-Mirabent, A. Canabate, and P. R. Lebherz. (2014). ~ “Factors
Influencing Popularity of Branded Content in Facebook Fan
Schiffman, L.G dan L.L. Kanuk. (2009). Customer Behavior, New Jersey : Prentice – Hall
International, Inc.
Singh, R. (2020). Social Media and Consumer buying Behaviour: Issues & Challenges. Sakuntala, A. A., Ibrahim, J. T., & Sutanto, A. (2023). Efektivitas komunikasi pemasaran
terpadu berbasis media sosial terhadap keputusan pembelian oleh konsumen harvest day farm. Tropical Agro Complex, 1(1).
177
Al-Munzir Journal 17 (2), 155-178 ISSN (p): 1979-4894; ISSN (e): 2620-326x
Smith, S. P. (2018). Instagram abroad: performance, consumption and colonial narrative in tourism.
Statista (2023). Beauty & Personal Care – Global | Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/cmo/beauty-personal-care/worldwide
Statista (2023). Skin Care - Worldwide | Statista Market Forecast. [online] Available at: https://www.statista.com/outlook/cmo/beauty-personal-care/skin- care/worldwide#:~:text=Revenue%20in%20the%20Skin%20Care,attributable%20to%2 0Non%2DLuxury%20goods
Tafesse, W., & Wien, A. (2017). A framework for categorizing social media posts. 4(1), 9– 12. https://doi.org/DOI: 10.1080/23311975.2017.1284390
The MBS Group (2020). Covid-19 and the beauty industry Where are we now, and what comes next? [online] Available at: https://www.thembsgroup.co.uk/wp- content/uploads/2020/07/Covid-19-and-the-beauty-industry_.pdf
VanDerslice, H. (2016). HOW FEMALE ONLINE BUSINESSES AND BRANDS ARE USING INSTAGRAM STORIES.
We are Social. (2023). Digital : 2023 Indonesia. [Online] Available at: https://datareportal.com/reports/digital-2023-indonesia