Affiliation:
1. Universidad Pública de Navarra, Spain
Abstract
About 1,000 million users are active on Instagram monthly, and the number of daily users is 500 million. Fifty percent of Instagrammers follow at least one business account, and 130 million Instagrammers tap on a shopping post to learn about products offered in the app every month. Moreover, more than 200 million Instagrammers visit at least one business profile every day. The objective of the study is to assess the Instagram strategy of four of the main fast fashion brands: Zara, H&M, Mango, and Forever 21. Results show videos achieve 3.88 times more engagement than pictures. The effect of the shopping bag tool, which has been recently introduced, is very promising: the pictures with the shopping bag tool achieved a 121.03% higher average. The authors also found spontaneity increases engagement, while Zara, H&M, and Mango posts experienced an increase in the average likes in the pictures that had faces in them.