Driving Engagement on Instagram: A Comparative Analysis of Amazon Prime and Disney+

Main Article Content

Kazi Turin Rahman


Purpose- This paper dives into the engagement patterns exhibited on Instagram by two streaming heavyweights; Amazon Prime and Disney+. With ever-growing popularity among the younger generation, Instagram is vital for driving engagement in the social media ecosystem. Hence, it is crucial to understand what content posted by streaming services fosters engagement on this platform.

Design/Methodology- A combined total of 230 Instagram posts appearing between January 14 and February 28, 2021, were extensively analyzed. The goal was to examine the post objectives, features, and emotional elements accompanying said posts that Amazon Prime and Disney+ uploaded. Special attention was paid to the number of likes on posts since it is a key metric in measuring engagement.

Findings- Results indicate that, despite having fewer posts per day, Disney+ drove much more engagement in post likes and comments. The platform made extensive use of hashtags and entertaining content to engage audiences. However, Amazon Prime had a big absence of useful features like hashtags. It also relied heavily on third-party content, unlike Disney+, whose content primarily consists of original programming.

Practical Implications- The novel findings have important implications for streaming services, social media practitioners, and researchers.

Article Details

How to Cite
Rahman, K. T. (2021). Driving Engagement on Instagram: A Comparative Analysis of Amazon Prime and Disney+. SEISENSE Business Review, 1(3), 1–11. https://doi.org/10.33215/sbr.v1i3.676
Author Biography

Kazi Turin Rahman, Coventry University, UK

Kazi Turin Rahman is an avid researcher in the field of marketing and technology. He obtained his MBA from Coventry University, UK with distinction.


Al-Rawi, A. (2017). Viral News on Social Media. Digital Journalism.

Auverset, L. A. (2016). Relationships between social TV and enjoyment: A content analysis of the walking dead's story sync experience. Social Media+ Society, 2(3).

Casaló, L. V. (2017). Understanding consumer interaction on instagram: The role of satisfaction, hedonism, and content characteristics. Cyberpsychology, Behavior, and Social Networking, 20(6), 369–375.

Ding, C. (2017). The power of the "like" button: The impact of social media on box office. Decision Support Systems, 94, 77–84.

DuBois, M. (2020). Taking A Look Back On The First Year Of Disney+, Here's What Worked And What Didn't. Retrieved from https://www.forbes.com/sites/megandubois/2020/11/11/taking-a-look-back-on-the-first-year-of-disney-heres-what-worked-and-what-didnt/?sh=20e9d6a538a7

DuBois, M. (2021). Disney+ Is On The Way To Being The Largest Streaming Service In The World. Retrieved from https://www.forbes.com/sites/megandubois/2021/03/16/disney-is-on-the-way-to-being-the-largest-streaming-service-in-the-world/?sh=594591db6673

Duran, A. (2017). How To Effectively Use Hashtags To Grow Your Business Following. Retrieved from https://www.forbes.com/sites/forbescommunicationscouncil/2017/12/28/how-to-effectively-use-hashtags-to-grow-your-business-following/?sh=7eec74be4615

Ferguson, D. A. (2016). Reaching a moving target: How local tv stations are using digital tools to connect with generation C. International Journal on Media Management, 18(3–4), 141–161.

Fernández Gómez, E. (2014). The thematic television channels aimed at children and youth: An analysis of the profiles of Disney Channel, Neox and Boing on Facebook. Comunicación y Hombre, 10, 179–194.

Fernández-Gómez, E. (2018). Connecting with audiences in new markets. Netflix's Twitter strategy in Spain. Journal of Media Business Studies, 15(2), 127–146.

Goffman, E. (1959). The presentation of self in everyday life. New York, NY, Anchor Books.

Gong, S. (2017). Tweeting as a marketing tool: A field experiment in the TV industry. Journal of Marketing Research, 54(6), 833–850.

Greer, C. F. (2017). The local TV station as an organizational self: Promoting corporate image via Instagram. International Journal on Media Management, 19(4).

Interactive Advertising Bureau (2017). Yearly social media report 2017. Retrieved from https://iabspain.es/iab_estudioredessociales_2017_vreducida.pdf

Larsson, A. O. (2017). The news user on social media. Journalism Studies, 1–18.

Lin, J. S. (2011). Are you following me? A content analysis of TV networks' brand communication on Twitter. Journal of Interactive Advertising, 12(1), 17–29.

Manikonda, L., Venkatesan, R., Kambhampati, S., & Li, B. (2015). Evolution of fashion brands on Twitter and Instagram. Retrieved from https://arxiv.org/pdf/1512.01174v1.pdf

Martín-Quevedo, J., Fernández-Gómez, E. & Segado-Boj, F. (2019). How to engage with younger users on Instagram: A comparative analysis of HBO and Netflix in the Spanish and US markets. International journal on media management, 21(2), 67-87.

Nanda, M. (2018). Innovation in social media strategy for movie success. Management Decision, 56(1), 233–251.

Nooney, L. (2014). One does not simply: An introduction to the special issue on Internet memes. Journal of Visual Culture, 13(3), 248–252.

Phua, J. (2017). Gratifications of using facebook, twitter, instagram, or snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophile on brand identification, brand engagement, brand commitment, and membership intention. Telematics and Informatics, 34(1), 412–424.

Segado-Boj, G. M. (2015). Social media and television: A bibliographic review based on the web of science. The Information Professional, 24(3), 227–234.

Sumner, E. M., Ruge-Jones, L., & Alcorn, D. (2018). A functional approach to the Facebook like button: An exploration of meaning, interpersonal functionality, and potential alternative response buttons. New Media & Society, 20(4), 1451–1469.

Tassi, P. (2020). Disney Plus Is About To Drown Netflix In Non-Stop Marvel And Star Wars Developments. Retrieved from https://www.forbes.com/sites/paultassi/2020/12/18/disney-plus-is-about-to-drown-netflix-in-nonstop-marvel-and-starwars-developments/?sh=4d5b2d058c3a

Wang, Y. (2016). How do television networks use twitter? Exploring the relationship between Twitter use and television ratings. Southern Communication Journal, 81(3), 125–135.

Wu, Y. (2018). How age affects journalists' adoption of social media as an innovation. Journalism Practice, 1–21.