Exploring Influencers’ Commercial Content on Instagram

Figures & data

Table 1. Social media influencer classifications in Denmark and Sweden (Abidin 2021, 6).

Influencer category	Followers	Role in the information ecology
Mega-influencer	> 1 million	Amplifiers of information
Macro-influencer	500,000–1 million
Influencer	10,000–500,000	Opinion leaders
Micro-influencer	1,000–10,000	Persuasive converters
Nano-influencer	< 1,000

Table 2. Codes developed for the ethnographic content analysis.

Codes
Denotative level:
1	Commercial posts
2	Commercial captions
3	Format	Photo
		Video
		Carousel
4	Visual codes	Portrait
		Material objects
		Setting
5	Textual codes	Hashtags
		Brand tags
		Emojis
		Descriptions
		Personal taste
		Mood
Connotative level:
6	Commercial context behind the post

Figure 1. Overview of format, visual codes, and textual codes displayed by micro-influencers.

Figure 2. Example of micro-influencers’ dominant commercial display.

Figure 3. Overview of format, visual codes, and textual codes displayed by influencers.

Figure 4. Example of influencers’ dominant commercial display.

Figure 5. Overview of format, visual codes, and textual codes displayed by macro-influencers.

Figure 6. Example of macro-influencers’ dominant commercial display.

Figure 7. Overview of format, visual codes, and textual codes displayed by mega-influencers.

Figure 8. Example of mega-influencers’ dominant commercial display.

Abidin, Crystal. 2021. “From “Networked Publics” to “Refracted Publics”: A Companion Framework for Researching “Below the Radar” Studies.” Social Media + Society 7 (1): 205630512098445. https://doi.org/10.1177/2056305120984458.

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