Attracting Likes and Comments: How Visual and Textual Features Affect Popularity of Fitspiration Images on Instagram

• In Event: HIGH-DENSITY: Message Effects Research in Health Contexts

Abstract

Visual-based social media such as Instagram and Snapchat have gained widespread popularity and become new venues where health-related behaviors like exercises are promoted. This study examined the effects of both visual and textual features on the popularity of fitspiration images on Instagram. The results suggested that images containing identifiable human face(s), emphasizing a specific body part or sexy poses (i.e., objectification), or containing inspirational texts, were more likely to attract user likes. Two aspects of objectification also led to more comments from users. The current study is among the pioneering efforts on identifying crucial message features predictive of user engagement among online image-sharing communities. Furthermore, the overwhelming social endorsement of body objectification on Instagram was particularly worth attention as objectification was often found to be associated with negative health outcomes like heightened anxiety about body images.

Authors

• Yilang Peng, Annenberg School for Communication / U of Pennsylvania

• Jiaying Liu, University of Georgia