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International Journal on Media Management Volume 25, 2023 - Issue 1-2
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Research Article

Local Television News on Instagram: Exploring the Effects of News Values and Post Features on Audience Engagement

Miao Guoa Digital Media & Design Department (Storrs) School of Fine Arts, University of Connecticut, Storrs, CT, USACorrespondence[email protected]
&
Fu-Shing Sunb Ball State University, University of Texas at Dall, USA
Pages 1-22 | Received 26 Sep 2022, Accepted 19 Feb 2023, Published online: 27 Apr 2023
 
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ABSTRACT

This study investigates the effects of Instagram news values and post features on audience engagement by sampling 2,100 news posts distributed by 12 U.S. local television stations’ Instagram accounts. The content analysis results indicate that various news topics, message vividness and interactivity, post time, captions, and length significantly impact Instagram engagement rate by followers. The research further discusses managerial, practical implications for local broadcasters and digital publishers to optimize their Instagram content and enhance audience engagement.

Disclosure statement

No potential conflict of interest was reported by the author(s).

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