Temporal Dynamics of User Engagement on Instagram: A Comparative Analysis of Album, Photo, and Video Interactions

Despite Instagram being an integral part of many people's lives, it is relatively less studied than many other platforms (e.g., Twitter and Facebook). Furthermore, despite offering diverse content formats for user expression and interaction, prior works have not studied the temporal dynamics of user engagement across albums, photos, and videos. To address this gap, we present a pioneering temporal comparative analysis that unveils nuanced patterns in user interactions across content types. Our analysis sheds light on interaction longevity and disparities among album, photo, and video engagement. Additionally, it offers empirical comparisons through statistical tests, examines contributing factors such as post and uploader characteristics, and analyzes content composition's impact on user engagement. The findings reveal distinct temporal engagement patterns. Despite initial spikes in interactions post-upload, albums exhibit somewhat more sustained interest, while photos and videos have shorter engagement lifespans. Moreover, a consistent trend between shallow (likes) and deep (comments) interactions persists across content types. Notably, concise content, characterized by shorter descriptions and minimal hashtags/mentions, consistently drives higher engagement, emphasizing its relevance across all content formats. These insights deepen comprehension of temporal nuances in user engagement on Instagram, offering valuable guidance for content creators and marketers to tailor strategies that evoke immediate and sustained user interest.