The ‘Interact with me on my terms: a four segment Facebook engagement framework for marketers’ journal article highlights four groupings of Facebook users:
- Attention Seekers,
- Entertainment Chasers, and
- Connection Seekers.
As I was reading through it, I started wondering if this framework could be applied to Instagram, below is my attempt. Let me know your thoughts and opinions!
I think this is the most obvious group that can be translated to Instagram; it is basically the people that post on Facebook everything they do for everyone to see. Surely everyone using Instagram can clearly recognise this type of person when they pop-up in your feed. It’s the one with multiple photos over the weekend, a couple during the week; all with a small slab of #hashatags to maximise their reach. They are clearly living the good life and want everyone to know (or at least think that). Their main goal is to get as many followers as possible. They would also be the easiest to turn into brand ambassadors, just give them something for free and ask them to post on Instagram, I’m sure they would love to.
This group is defined as the people who want to find relief in the worries by immersing themselves in Facebook. This type of person is also easy to find on Instagram, just search #quote and look for the depressing ones.
The important thing to note is that they don’t always post sad posts about their feelings but also the everyday things people post on Instagram. Similar to the journal article, getting these people to comment and have conversations about brands is probably a good way to go.
Entertainment chasers create less content but spend a large chunk of time looking through Facebook. I think that this group also translates well into Instagram, they are the ones that comment on and like images but only post occasionally. If a brand creates interesting, engaging or funny content these are the people that will be liking and sometimes commenting. These are also the people brands should be trying to target with special deals through Instagram for discounts or special events.
Finally we have Connection Seekers and I’m not so sure if this group does translate through to Instagram. On Facebook these are the people that use the platform to keep in contact and interact with their friends. It’s quite possible that this segment is the person that posts on Instagram only if they are with people so they can then tag their friends. I’m also not sure how brands can effectively reach these people on Instagram. The main thing that comes to mind is if these people are attending events with their friends and then tag the location they are at, possibly a festival or the cinema?
I feel that maybe a little more research should go into this, but that maybe the Facebook model could be fairly easily applied to Instagram, with a few edits.