Exploring Influencers’ Commercial Content on Instagram

Abstract

This study, which explored how commercial products and services are displayed by different influencer categories on Instagram, was motivated by the need for a more transparent picture of the commercial content consumed by followers. Drawing from an ethnographic content analysis of 3,278 Instagram posts, we found that social media influencers with a minor following had a higher number and a broader variety of commercial posts. Additionally, products and services were displayed through subtle patterns, often integrated into the influencers’ lifestyles and social activities. Although social media influencers with many followers had fewer commercial posts, their display of products and services was more direct and informative. The study closes a literature gap by providing a more refined understanding of social media influencers’ commercial content on Instagram. It offers managerial implications based on the societal impact of the commercial content that people consume.

Keywords:

• Commercial content
• Instagram
• influencer marketing
• social media influencers

Disclosure Statement

No potential conflict of interest was reported by the authors.

Ethics Statement

The study was conducted with anonymous data and complies with the ethical regulations of the Norwegian knowledge sector’s service provider (Sikt 2024).

Additional information

Funding

This research was financially supported by Kristiania University College.

Notes on contributors

Mathilde Hogsnes

Mathilde Hogsnes (MSc, Kristiania University College) is a PhD candidate in Applied Information Technology, Kristiania University College, Oslo, Norway.

Tor-Morten Grønli

Tor-Morten Grønli (PhD, Brunel University) is a professor in Applied Computer Science at the Department of Economics, Innovation and Technology, Kristiania University College, Oslo, Norway.

Kjeld Hansen

Kjeld Hansen (MSc, IT University of Copenhagen) is a assistant professor in Information Technology at the Department of Economics, Innovation and Technology, Kristiania University College, Oslo, Norway.