Static to Dynamic:
How Long-Form and Visual Content Shape Influencer Engagement Across Social Media Platforms

Social media has become an ever-expanding space where people share their lives, interests, and passions. It’s more than just a platform for posting updates—it’s a place where connections are formed, communities are built, and creativity thrives. Whether it’s the arts, books, sports, cooking, or niche hobbies, there’s a corner of the internet for everyone. People can immerse themselves in their passions and share the joy with others who feel the same way.

 

But when it comes to sharing these experiences, what format works best? Is it through static photos on Instagram- that capture snapshots of moments, or through long-form video content on Youtube- that dives deep into stories and perspectives? This brings me to my research question:

How do different content formats (long-form video on YouTube vs. photo-centric posts on Instagram) impact influencer engagement across various categories, and what does this reveal about audience behavior and platform preferences?

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To take a closer look, I’m also asking:

1. How does engagement differ between long-form video content on YouTube and photo-centric posts on        Instagram within key influencer categories (e.g., business, fashion, entertainment)?

2. How does audience size influence engagement trends for different categories and platforms? Does it impact the success of one format over the other?​

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To explore these questions, I’ve analyzed data from Instagram and YouTube—the two ends of the spectrum in terms of content formats. By examining metrics from some of the most influential creators in 2022, I aim to uncover which categories thrive on each platform and how content format shapes influencer success. 

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