Short answer

Prioritize visually appealing, product-centric content on Instagram to maximize fan engagement and foster a stronger brand connection.

Field: Innovation & Markets
Source: European Sport Management Quarterly (2018)
Method: Mixed-methods research (quantitative content analysis and qualitative analysis of comments)
Sample: 2017 Instagram photos and 2100 Instagram comments
Evidence: Strong effect

Professional sports organizations can significantly enhance fan engagement by prioritizing product-related visual content on platforms like Instagram, as this type of imagery elicits stronger 'aspiring,' 'belonging,' 'criticizing,' and 'loving' responses from followers. This innovation & markets research insight is drawn from a 2018 study published in European Sport Management Quarterly. Using Mixed-methods research (quantitative content analysis and qualitative analysis of comments) with 2017 Instagram photos and 2100 Instagram comments, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize visually appealing, product-centric content on Instagram to maximize fan engagement and foster a stronger brand connection.

Study

Innovation & MarketsHigh ImpactStrong effect

Visual Branding on Instagram Drives Fan Engagement in Professional Sports

European Sport Management Quarterly · 2018

Key Findings

01Product-related brand attributes were used more frequently than non-product-related attributes in Instagram posts by the examined teams.
02Product-related attributes generated significantly higher fan engagement (likes and comments).
03Fan comments expressed a range of emotions and sentiments, including 'aspiring,' 'belonging,' 'criticizing,' and 'loving.'

Application

Design takeaway

Prioritize visually appealing, product-centric content on Instagram to maximize fan engagement and foster a stronger brand connection.

How to apply

Develop an Instagram content calendar that emphasizes high-quality visuals showcasing team products, athletes in action, and behind-the-scenes glimpses that align with fan aspirations and team identity.

Project actions

01When analyzing social media content, clearly define your categories for visual attributes (e.g., product vs. non-product).
02Ensure your qualitative analysis of comments captures the nuances of fan sentiment.

Method & Evidence

AimTo investigate how professional team sport organizations leverage Instagram for branding and to understand the meaning behind fan reactions to their Instagram activities.

MethodMixed-methods research (quantitative content analysis and qualitative analysis of comments)

ProcedurePhase 1 involved a quantitative content analysis of Instagram photos from two English Premier League football teams, categorizing visual content by product-related and non-product-related brand attributes and correlating these with fan engagement metrics (likes and comments). Phase 2 involved a qualitative analysis of fan comments to understand the underlying meanings of their interactions.

Sample2017 Instagram photos and 2100 Instagram comments

ContextProfessional team sports organizations (specifically English Premier League football clubs)

Variables

IV["Type of visual content (product-related vs. non-product-related attributes)"]

DV["Fan engagement (number of likes and comments)"]

CV["Team league (English Premier League)","Social media platform (Instagram)","Time period of analysis"]

Strengths & Limitations

Strengths

+Combines quantitative and qualitative methods for a comprehensive understanding.
+Uses real-world data from professional sports organizations.

Limitations

The study's focus on specific football teams might not apply to all sports or cultural contexts. The interpretation of 'fan meaning' can be subjective.

Reliability & validity

The quantitative content analysis provides reliability through categorization, while the qualitative analysis of comments adds depth and validity by exploring fan interpretations. However, the subjective nature of comment interpretation could affect validity.

Think critically

How might the 'criticizing' comments from fans be leveraged by sports organizations to improve their product or brand strategy, rather than just being seen as negative feedback?

Design Principles

"Visual content strategy should align with audience engagement metrics and emotional responses."

In today's digital landscape, social media platforms are crucial touchpoints for brand building and audience interaction. Understanding how visual content resonates with fans allows sports organizations to develop more effective branding strategies, fostering deeper connections and loyalty.

What This Means for Your Design

Using pictures of team merchandise or players in action on Instagram gets more likes and comments from fans than other types of pictures.

How to use in your project

1.Reference this study when discussing the impact of visual content on brand perception and engagement in your design project's research section.

Add to My Project

Quick Cite

Paragraph starter

This research by Anagnostopoulos et al. (2018) highlights the significant impact of visual content on fan engagement within professional sports organizations. Their findings suggest that prioritizing product-related imagery on platforms like Instagram leads to higher interaction rates and elicits a range of emotional responses from followers, including aspirations and a sense of belonging. This underscores the importance of a visually driven branding strategy that resonates with audience sentiment.

Source

European Sport Management Quarterly

Branding in pictures: using Instagram as a brand management tool in professional team sport organisations

journal · 2018

View source

Questions About This Research

What does the research say about visual branding on instagram drives fan engagement in professional sports?: Prioritize visually appealing, product-centric content on Instagram to maximize fan engagement and foster a stronger brand connection. Evidence: European Sport Management Quarterly (2018).
Why does "Visual Branding on Instagram Drives Fan Engagement in Professional Sports" matter for design?: In today's digital landscape, social media platforms are crucial touchpoints for brand building and audience interaction. Understanding how visual content resonates with fans allows sports organizations to develop more effective branding strategies, fostering deeper connections and loyalty.
How can designers apply this research?: Prioritize visually appealing, product-centric content on Instagram to maximize fan engagement and foster a stronger brand connection.
What were the main findings?: Product-related brand attributes were used more frequently than non-product-related attributes in Instagram posts by the examined teams.. Product-related attributes generated significantly higher fan engagement (likes and comments).. Fan comments expressed a range of emotions and sentiments, including 'aspiring,' 'belonging,' 'criticizing,' and 'loving.'
What research method was used?: Mixed-methods research (quantitative content analysis and qualitative analysis of comments) with 2017 Instagram photos and 2100 Instagram comments.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2018 journal from European Sport Management Quarterly.
What should I do differently in my next project?: Develop an Instagram content calendar that emphasizes high-quality visuals showcasing team products, athletes in action, and behind-the-scenes glimpses that align with fan aspirations and team identity.
What are the limitations?: The study focused on only two football teams, potentially limiting the generalizability of findings to other sports or leagues. The analysis of comments was limited to specific sentiment categories.