An Exploration of the Relationship between Content Type and User Engagement in Social Media Tweets in Influencer Marketing

Abstract

In the ever-evolving world of digital marketing, influencer marketing, leveraging its ability to precisely reach users and establish emotional connections, has become a primary method of engagement between brands and users. Social media posts are a key vehicle for influencers to convey information and drive engagement. The type of content in these posts directly influences user engagement and the depth of their engagement. This article examines social media posts in influencer marketing, focusing on the relationship between content type and user engagement. After reviewing existing research and incorporating the characteristics of social media communication, tweets are categorized into five types: product information, emotional resonance, knowledge and science, interaction-enhancing, and lifestyle-sharing. From a theoretical perspective, this article analyzes the impact of these different types of tweets on user engagement behaviors such as likes, comments, reposts, and favorites. The study found that emotional resonance and interaction-enhancing tweets are more effective in generating deep user engagement. While product information tweets can help users better understand the product, they can be overly commercial, potentially discouraging engagement. Knowledge and science-based and lifestyle-sharing tweets can play a long-term role in cultivating user stickiness. The research conclusions of this article can provide a theoretical reference for influencers to optimize their tweet content and improve marketing effectiveness. It can also help brands select the type of influencer content that suits them, build more effective marketing processes, and enrich research in the field of influencer marketing and user behavior.