Evaluation of engagement through Instagram: the case of influencers in lifestyle

Abstract

The digital transformation and, more specifically, social networks, have highlighted the figure of a new brand prescriber, the influencer, who is capable of influencing the decisions of his audience thanks to the commitment and degree of loyalty of his followers. This commitment, defined as engagement, responds to the emotional link that a user has with a brand and/or profile in the digital field. In this context, Instagram acts as the main stage for a group that is getting more and more impact, lifestyle influencers, specialized in promoting their lifestyle, interests and opinions, and who generate engagement with their followers through this platform. Following a quantitative-descriptive methodology, the aim is to analyze the interaction variables, which are key to the influencer's engagement. The results show that engagement evaluation variables, such as the average number of comments or likes, and the quality of the audience, are related to the percentage of influencer engagement. Thus, the influencers with the highest engagement are those with the largest number of followers and a better global positioning.