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Instagram Advertisements Favor the Left Cheek.

Julia Messina1, Annukka K Lindell1

  • 1Department of Psychology and Counselling, School of Psychology and Public Health, La Trobe University, Melbourne, Australia.

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Summary
This summary is machine-generated.

Advertisers on Instagram show a preference for models posing their left cheek, mirroring portrait biases. This left-cheek advantage is observed across genders and image types, suggesting a strategy for maximizing engagement.

Keywords:
Instagramadvertisinginfluencersleftrightsocial media

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Area of Science:

  • Social Media Marketing
  • Advertising Psychology
  • Visual Communication

Background:

  • Marketing expenditure is shifting from print to social media platforms like Instagram.
  • Previous research on posing biases in print advertising yields conflicting results.
  • The phenomenon of left-cheek posing bias in portraits is documented but not yet studied in social media advertisements.

Purpose of the Study:

  • To investigate whether a left-cheek posing bias exists in Instagram advertisements.
  • To determine if this bias differs across model genders and image types.
  • To compare findings with previous research on posing biases in print media.

Main Methods:

  • Analyzed 2,000 Instagram posts tagged with #ad, ensuring an equal number of posts for male and female models.
  • Coded each post for pose orientation (left cheek vs. right cheek), image type (e.g., full body, head and torso), and model gender.
  • Utilized Instagram's 'Most Recent' feed for data collection.

Main Results:

  • A significant left-cheek bias was found in 59.8% of Instagram advertisements.
  • This bias was consistent across genders and image types.
  • The left-cheek bias was more pronounced for female models and full-body poses compared to male models and head-and-torso poses.

Conclusions:

  • The left-cheek posing bias observed in traditional portraits and photographs extends to paid Instagram promotions.
  • This bias may be influenced by the need for emotional engagement in the highly competitive social media landscape.
  • Findings suggest advertisers and influencers could leverage this bias for potentially greater engagement on Instagram.