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This page will highlight key findings from the analysis of the 200 Instagram posts and answer RQ1, RQ2, and H1.
This page will highlight key findings from the analysis of the 200 Instagram posts and answer RQ1, RQ2, and H1.
R1:Are NFL posts (reels, stories, photo/video posts) on Instagram that include call-to-action messages more likely to have higher user engagement than NFL posts that do not include call-to-action messaging?
R1:Are NFL posts (reels, stories, photo/video posts) on Instagram that include call-to-action messages more likely to have higher user engagement than NFL posts that do not include call-to-action messaging?
H1: NFL Instagram posts (reels, stories, photo/video posts) that include call-to-action messaging are more likely to have higher user engagement than NFL Instagram posts (reels, stories, photo/video posts) that do not include call-to-action messaging
H1: NFL Instagram posts (reels, stories, photo/video posts) that include call-to-action messaging are more likely to have higher user engagement than NFL Instagram posts (reels, stories, photo/video posts) that do not include call-to-action messaging
To answer R1 and H1, it is important to look at the number of likes, comments, and shares that the posts with a CTA and without a CTA had. The average number of likes and shares was higher for posts with a CTA. The posts without a CTA have more differentiation in numbers. For example, the highest number of likes and comments were recorded on posts without a call to action; however, that number proves to be an outlier by looking at the average number of likes for posts without a call to action (135,821). Meanwhile, the average number of likes on posts with a call to action was 159,671. This helps support the hypothesis and research question that posts with a call to action have higher engagement rates. This can also be seen by looking at reel share discrepancies. For posts with a call to action, the average amount of shares is 6,413.6, and for posts without a call to action is 3,851.7.
The only engagement metric that weakens the hypothesis is comments. This can be attributed to posts without a call to action calling for more interaction or discussion between sports fans. The comment sections were more active when the subject matter was relatable, sparked emotions, or left room for sports fans to engage their opinion.
Engagement Metrics of Call to Action Posts
Engagement Metrics of Call to Action Posts
Highest Number of Likes = 380, 710
Lowest Number of Likes = 9,537
Average Amount of Likes = 159,671
Highest Amount of Shares = 58,400
Lowest Amount of Shares = 39
Average amount of Shares = 6,413.6
Highest Number of Comments = 3,000
Lowest Number of Comments = 52
Average Amount of Comments = 804.2
Engagement Metrics of Posts Without a Call to Action
Engagement Metrics of Posts Without a Call to Action
Highest Number of Likes = 702,190
Lowest Number of Likes = 15,949
Average Amount of Likes = 135,821
Highest Amount of Shares = 8,200
Lowest Amount of Shares = 101
Average amount of Shares = 3,851.7.
Highest Number of Comments = 10,822
Lowest Number of Comments = 52
Average Amount of Comments = 824.8
R2: What call-to-action messaging does the NFL use most on Instagram posts (reels, stories, photo/video posts)? (buying tickets, watching content, website traffic, sign-ups, etc.)
R2: What call-to-action messaging does the NFL use most on Instagram posts (reels, stories, photo/video posts)? (buying tickets, watching content, website traffic, sign-ups, etc.)
To answer RQ2, it’s important to understand the figure to the right and the table below. The chart to the right shows the verbiage and subject combinations that were presented in the 100 Instagram posts that contained a call to action. By looking at the chart and table, it is clear that “stream” and streaming services had the most amount of use. That was followed by “watch” and live TV, and then “click” and link to other content.
The NFL’s audience on Instagram responds well to being told to stream content, watch live TV, and visit links to other outside content
The NFL’s audience on Instagram responds well to being told to stream content, watch live TV, and visit links to other outside content
The NFL has its own streaming platform called NFL+, which was always the streaming service used when saying “stream.” The next most used combination was “watch” and “live tv” and then “click” and “link to other content.” The posts that included links to other content or links to the website typically went to other social media sites like Youtube or TikTok. Since steam, watch, and click were the most used verbs in the call to action messaging; it can be said that the NFL marketers are focused on getting fans to their streaming platforms and getting their tv ratings up. They are also focused on getting metrics on other social media platforms like TikTok and Youtube because that is where their content is linked. They are not typically using their call to action for merchandise, video games, and awards.
The most used and most successful CTA’s mentioned streaming, and featured football content like game highlights and player highlights. The highest number of likes on a post with a call to action was a reel that mentioned streaming a football game on NFL+; the media content was player highlights, and it had 380,710 likes and 15,400 shares.
The most used and most successful CTA’s mentioned streaming, and featured football content like game highlights and player highlights. The highest number of likes on a post with a call to action was a reel that mentioned streaming a football game on NFL+; the media content was player highlights, and it had 380,710 likes and 15,400 shares.
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