The Effective Criteria for Increasing the Instagram Engagement Rate of Vegetable Cooking Videos
Natasya Salsabila Boediono
1 School of Business and Management, Bandung Institute of Technology, Bandung, Indonesia
*Corresponding Author: [email protected] Accepted: 15 August 2022 | Published: 1 September 2022
DOI:https://doi.org/10.55057/ajrbm.2022.4.3.22
__________________________________________________________________________________________
Abstract: There are still many people who cannot sell fresh vegetables on social media since they are considered perishable items, particularly on Instagram. As a result, the online sale of vegetables remains a challenge. In order to promote vegetable sales on Instagram, the owner of the account should make Instagram content as engaging as possible, especially when creating Reels, as Reels can be found in the "explore" menu of Instagram users, thereby increasing engagement rates. because the engagement rate is one of the indicators of online marketing success. Vegetable cooking videos are a way to promote vegetable sales from vegetable shops. This research will examine the key to the success of creating a successful vegetable cooking video. When analyzing vegetable cooking videos, the uses and gratification expectancy concept theory is utilized to analyze the satisfaction acquired by individuals from the usage of certain media that satisfy the expectations of informants. The categories are labeled according to the vegetable cooking video's expectations, deficiencies, and solutions.
The findings of the study provide effective criteria for creating vegetable cooking video content that can enhance the Instagram engagement rate.
.
Keywords: Vegetable Sales, Instagram Reels, Engagement Rate, Criterias, Vegetable Cooking Video
___________________________________________________________________________
1. Introduction
1.1 Research Background
Organic vegetables are one of the agricultural products that are fast growing in popularity due to public interest in living a healthy lifestyle. People are increasingly choosing to consume organic agricultural goods since they are healthier, resulting in an increase in the sale of organic vegetables.
Apart from websites, Instagram is now the most popular platform for online businesses since, in addition to being a social media platform for sharing videos and photographs, Instagram can also be used for marketing. To make transactions easier, company actors supply contact information that may be used by customers who want to buy or inquire about products that have been posted (Wulandari & Husna, 2016). As a result, the data presented on Instagram accounts is extremely beneficial to consumers.
When selling organic veggies on Instagram, one thing that can be done is to provide information in the form of instructions about how to consume organic vegetables using social media content. Healthy vegetable sellers' social media strategy involves marketing
communications and the creation of appropriate content with the goal of increasing Instagram engagement rate of healthy food goods sold on Instagram.
The performance, content strategy, benefits, and drawbacks of vegetable cooking video content from the Instagram accounts of TaniHub, Sayurbox, and Kecipir will be examined in this study.
The results of this study will be analyzed and shaped based on Instagram's requirements for vegetable cooking video content on TaniHub, Sayurbox, and Kecipir. These results could be used by the online vegetable shops.
The purpose of this study is to assess how far the criteria for vegetable cooking content that have been collected from TaniHub, SayurBox, and Kecipir can be applied using the criteria that will be stated in this study.
1.2 Problem Statement
The lack of consumer awareness and knowledge about organic products, as well as most people's restricted purchasing capacity, are the biggest barriers to Indonesians' consuming organic products. because many of them do not know how to prepare vegetables so that they taste better. (Widjajanto & Miyauchi, 2002). Companies confront two key hurdles, according to Griffiths, in order to successfully promote organic food goods. First, consumers have difficulty discriminating between organic and non-organic items. Second, establish the advantages of organic items and why they are more costly than conventional products. As a result, consumer trust and information from the company become one of the motivating factors that encourages them to purchase organic vegetable products.
Aeroots, as a company that sells organic vegetables at affordable prices, has difficulty promoting its products online because to sell products through Instagram, the content created specifically for Instagram Post Videos must be as attractive as possible to increase engagement.
In addition, organic vegetables are perishable products, so a content strategy and appropriate content criteria must be created to promote Aeroots products. One of the Instagram Post Video Content that can be created in order to build trust with customers so that customers are interested in the products being sold is to create Instagram Post Video Content in the form of education on how to cook organic vegetables.
1.3 Research Question
Based on the background and problem statement, the research questions that will be discussed in this research is:
a) What are the factors to make good criteria in Instagram Post Video for vegetable stores that can increase the engagement?
1.4 Research Objectives
Based on the research questions, the research objectives that will be discussed in this research is to assess the influence of factors that can create good criteria in Instagram Post Videos for vegetable shops that can increase engagement.
1.5 Scope and Limitation
The main interest of this research is to create good criterias for Instagram Post Video Content using content analysis, qualitative methods. The scope of analysis and interpretation in this research is limited to making vegetable cooking content on Instagram Post Video whose quality still needs to be improved so that criteria are needed in making videos. Therefore, the researcher
limits the analysis and interpretation of the research to the content analysis for the good criteria in the Instagram accounts of TaniHub, Sayurbox, and Kecipir.
In the future, it is possible that the condition may change and affect several factors used in this research. Hence, the result may not be applicable and future research is necessary.
2. Literature Review
2.1 Instagram for Marketing
Instagram is the most popular platform for online businesses to share photos and videos, but it can also be used for marketing. To make transactions easier, company actors supply contact information that may be used by customers who want to buy or inquire about products that have been posted (Wulandari & Husna, 2016). As a result, the data presented on Instagram accounts is particularly valuable and useful. The implementation of social media marketing is done by healthy food sellers who are using Instagram as a platform for customer-seller engagement. Brand equity is divided into numerous areas, including brand awareness, which is a measure of the brand's strength in the minds of customers (Aaker, 1991).
2.2 Instagram Engagement
According to Hopperhq, engagement rate is a fundamental metric used in social media marketing to evaluate the effectiveness of content on social media platforms, particularly Instagram and Facebook. When a piece of content receives a great deal of attention from followers, the brand's visibility will increase immediately. This indicator also has several other advantages that will improve the social media performance of the marketing team. Likes and comments are used to symbolise online engagement on Instagram to manage online engagement (R. L. F. Coelho, D. S. d'Oliveira, and M. I. S. d'Almeida, 2016).
The established formula for calculating the rate of engagement is as follows:
Figure 1: Engagement Rate Formula
With a range from 0% to 100%, the higher the value, the greater the audience engagement with the content. The median engagement of business accounts is 0.6% rate in 2022 (Feehan, 2022).
2.3 Uses and Gratification Expectancy Concept 2.3.1 Expectancy Theory
Expectancy has been defined as the subjective probability that a person thinks a certain behavior will lead to a certain outcome, because people have different ideas about how behavior affects outcomes. (Vroom, 1964). Expectancy can be used as benchmarks and actual feedback, such as Instagram and Facebook likes and comments. There is some evidence that the disparity between anticipated and actual feedback can elicit specific emotional responses.
(Stsiampkouskaya, 2021).
(Jackson & Luchner, 2018) investigated the emotional responses of Instagram users to positive
experienced positive emotions after receiving positive feedback, while maladaptive personalities experienced negative emotions after receiving negative feedback.
2.3.2 Gratification Theory
Gratifications are conceptualized as the satisfaction individuals derive from using specific media that meets their expectations (E. Bonson & M. Rtkai, 2013). Use and gratification theory aids in identifying the gratifications users anticipate from a medium or their motivation to use a specific medium. The theory can develop into a more complex model, allowing researchers to incorporate more nuanced motivations, social and psychological antecedents, and media usage behavior (T.E. Ruggiero, 2000)
2.4 How to Create Good Content
Based on the literature review, there are nine criteria in making good content. This table provides the following explanation:
Table 1: Criterias in Making Good Content
No. Sources Criteria Explanation
1 (Jones, 2018) Tells a story Rather than directly promoting a product or service, the videos should emphasize adding value to the lives of the audience through the provision of actionable guidance.
2 Useful Provide a solution, illustrate the steps involved in problem- solving, and educate more than promote
3 (Ebner and Schön, 2013)
Creatively presented and visualized
The materials and visuals are presented in a creative way and in detail.
4 Good script The displayed text must be readable, and the spoken text can be properly understood.
5 Good quality video Noise and distractions should be avoided as much as possible. Using a collection of lights to improve lighting and a tripod to keep the camera steady are both helpful.
6 (Buffer, 2022) The important point is conveyed at the beginning of the video
In the opening seconds of the video, the subject matter must be made clear and the viewers must be convinced that what they are about to watch is appropriate.
7 (Shlomi Ron, 2019)
Simple Do not include an excessive amount of information and verbosity in the video. The simple, straightforward storyline, and main message are all necessary.
8 (Touré-Tillery
& Fishbach, 2011)
Speed Indicators for measuring the speed aspect can include the speed at which a person completes a step or moves from one scene to another.
9 Travis Keith Enjoyable to watch Keep the video's tone and intonation light and entertaining, and add sound enhancements such as bells and whistles or properly selected effects to ensure that viewers comprehend the key message points.
2.5 Conceptual Framework
The conceptual framework in this research contains informants expectancy and gratification.
Figure 1: Research Framework
This conceptual framework describes the beginning of the research that begins with the expectations of the informants and ends with the satisfaction of the informants when it meets their expectations, namely gratification which contains the results of engagement. In this process, literature is needed as a theoretical basis to create criteria for a good vegetable cooking video. This research will focus more on finding good criteria for making vegetable cooking videos.
3. Methodology
In this research, the data analysis procedures are based on grounded theory. Grounded theory is a technique used to generate a theory, an abstract analytic schema formed from events associated with particular circumstances. Grounded theory involves the use of comparative analysis and observations to determine behavioural differences and similarities between different groups of people. (Cresswell, 2009). This analysis begins with open coding, followed by focused coding, then selective coding, and finally theoretical saturation.
4. Conclusion
Instagram is a digital platform that is useful for promoting products and reaching customers through images and videos. There are many vegetable shops that market their vegetable products through Instagram. One of the ways that marketing can be done is by increasing the engagement rate of the Instagram account. To increase the engagement rate, one strategy that can be implemented is to make Instagram Post Video or Reel content as interesting as possible, namely by making videos of cooking vegetables.
Based on the analysed data, to increase the engagement rate, criteria are needed to create good vegetable cooking video content. The researcher gathers information and findings. After analysing the expectations, shortcomings, and solutions of vegetable cooking videos on Instagram Reels, It can be concluded that the following is an explanation of the good criteria for vegetable cooking video content are:
1) Completeness of Ingredients
Cooking ingredients need to be written in full and in detail, such as the type of ingredients, their completeness, and the amount of ingredients needed.
2) The Food Construction Process
The food constructing process will be shown clearly in the video, including what to do with the ingredients, their placement, the food processing process, what to use and what not to
3) Detail Explanation
The videos explain the components such as codosages, clear and detailed procedures, seasoning needs, ingredients, and product specifications in detail and demonstrate the cooking stages in a systematic manner.
4) Telling Story
A good cooking video is one that tells stories and provides solutions that resemble cooking, good posture, and demonstrates that someone is cooking for health and beginning a healthy lifestyle with a relaxed mood and appropriate music.
5) Telling Kitchen Hack
Kitchen hacks are necessary for cooking because they simplify cooking tasks that initially appear difficult and complex, as well as save time and energy.
6) The Results of The Cooking are Shown with the Best Visuals.
The results of the food or plating must be displayed and decorated as attractively as possible because the audience cannot feel how the taste of the food is made so that the audience can know that the vegetables they use are fresh and that the results of the food they make look delicious and tempting.
7) Made Characteristic
To keep cooking videos interesting, you need to have unique characteristics, such as showing cats or other unique things, because apart from being a branding for the account, it is also an attraction for the audience.
References
(n.d.). Diccionario Cambridge Inglés y Tesauro gratuitos. Retrieved May 11, 2022, from https://www.hopperhq.com/social-media-marketing-glossary-2020/engagement-
%20rate/
Aaker, D. A. (1991). Managing Brand Equity. Free Press.
Charmaz, K. (2006). Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis (K. Charmaz, Ed.). SAGE Publications.
Creswell, J.W. (2009). Research Design: Qualitative, Quantitative, and Mixed Approaches.
Creswell, J. W, & Miller, D. L. (n.d.). Determining Validity in Qualitative Inquiry. Theory Into Practice, 39(3), 124-130. https://doi.org/10.1207/s15430421tip3903_2
Denzin, N. K. (2012). Triangulation 2.0. 6(2), 80-88.
https://doi.org/10.1177/1558689812437186
De Vos, A. S. (Ed.). (2002). Research at Grass Roots: For the Social Sciences and Human Services Professions. Van Schaik.
Feehan, B. (2022). https://www.rivaliq.com/blog/social-media-industry-benchmark-report/
Glaser, B. G. (1978). Theoretical Sensitivity: Advances in the Methodology of Grounded Theory. Sociology Press.
Glaser, B. G., & Strauss, A. L. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Aldine.
Griffiths, J. (2010). Organic food and drink. Market Assessment.
Holton, J. A. (2010). The Coding Process and Its Challenges. 9(1).
How to Tell a Story through Video? (2019, October 3). Visual Storytelling Institute. Retrieved July 31, 2022, from https://www.visualstorytell.com/blog/how-to-tell-a-story- through-video
Jones, K. (2018, January 29). 5 Criteria For Great Marketing Videos, Infographics. Jones PR.
Retrieved July 31, 2022, from https://www.jonespr.net/inboundaccelerator/5-criteria- for-great-marketing-videos-infographics
Keith, T. (n.d.). 10 Keys to Create Explainer Videos That Stand Out. Column Five. Retrieved July 31, 2022, from https://www.columnfivemedia.com/10-qualities-every-good- explainer-video-needs/
König, M. (2013). Das Lehrbuch als E-Book (S. Schön & M. Ebner, Eds.). na.
McCaig, C., & Dahlberg, L. (Eds.). (2010). Practical Research and Evaluation: A Start-to- Finish Guide for Practitioners. SAGE Publications.
M.R. Levy, & S. Windahl. (1984). Audience activity and gratifications. A concep- tual clarification and exploration, 1, 51-78. https://doi.org/10.1177/009365084011001003 Patton, M. Q. (1999). Enhancing the Quality and Credibility of Qualitative Analysis. Health
Services Research, 34, 1189-1208.
R. L. F. Coelho, D. S. d. Oliveira, & M. I. S. d. Almeida. (2016). Does Social Media Matter for Post Typology? Impact of Post Content on Facebook and Instagram Metrics.
Online Information Review, 458-471.
7 Secrets of Super-Successful Video Marketing -. (n.d.). Buffer. Retrieved July 31, 2022, from https://buffer.com/library/video-marketing-tips/
Stsiampkouskaya, K. (2021). Imagined Audiences, Emotions, and Feedback Expectations in Social Media Photo Sharing. 1-19.
T.E. Ruggiero. (2000). Uses and gratifications theory in the 21st century. Mass communication
& society, 1, 3-37. https://doi.org/10.1207/S15327825MCS0301_02
Touré-Tillery, & Fishbach. (2011). The course of motivation. Journal of Consumer Psychology, 21(4), 414-423.
Urquhart, C. (2012). Grounded Theory for Qualitative Research: A Practical Guide (C.
Urquhart, Ed.). SAGE Publications.
Vroom, V. (1964). On the Origins of Expectancy Theory. Great Minds in Management.
Widjajanto, & Miyauchi. (2002). Organic farming and its prospect in Indonesia.
Wulandari, S. D., & Husna, J. (2016). Analysis of the quality of the Instagram account information online shop @dresscodemg Semarang. Journal of Library Science, 5(3).