Engagement analysis: Student-centered vs. lecturer-centered faculty Instagram posts

Abstract

This study investigates the engagement metrics of Instagram posts from a Faculty of Sports Science and Recreation (FSR) account, focusing on the distinction between student-centered and lecturer-centered content. With nearly 2 billion active users on Instagram, effective engagement strategies for educational institutions are paramount. Employing a quantitative research design was analyzed the top 20 posts from  faculty official Instagram account that garnered high interaction rates, assessing likes, comments, shares, and reach from October to December 2024. The findings indicate that student-centered posts generated higher engagement rates (average of 16.48%) compared to lecturer-centered posts (average of 8.75%). This suggests that content highlighting student achievements, activities, and narratives fosters greater interaction and connection among followers. Storytelling techniques and user-generated content have been identified as effective strategies to enhance engagement, as they create a sense of community and belonging among students. Furthermore, the analysis reveals that well-crafted narratives not only evoke emotional responses but also build authenticity in communication. The results underscore the importance of aligning social media content with audience preferences to optimize engagement. By understanding these dynamics, faculties can tailor their social media marketing strategies to increase student enrollment and retention while strengthening their online presence. Overall, this study contributes to the growing body of literature on social media engagement in higher education, highlighting actionable insights for effective digital communication.