Feud of the Features: Which Instagram Feature Generates the Greatest College Student Participation in Nutrition Games?

Determine which Instagram feature (Posts, Stories, Live) generates the greatest student participation in nutrition related games from recorded Key Performance Indicators. Instagram (IG) is a popular social media platform among young adults. In 2019, 67% of 18-29-year-olds reported using the platform. IG is routinely used as an effective way to grow engagement and consists of three features: Posts, Stories, and Live. To determine which Instagram feature (Posts, Stories, Live) generates the greatest amount of student participation in nutrition games. One interactive nutrition game was offered using either Posts, Stories, or Live every three weeks, over a nine-week period, from 12pm-12am. Key Performance Indicators (KPIs), including engagement (participants) and reach (views/visits) were recorded for each game. Participants/Setting: Research participants consisted of Rutgers Dining Instagram followers that participated in one or more nutrition games. KPIs (engagement and reach) for each IG feature (Posts, Stories, Live). Analysis: Frequencies for engagement and reach were analyzed across each IG feature (Posts, Stories, Live). Results: IG Posts engagement (n=37) was compared to the engagement of IG Stories (n=34) and IG Live (n=20). IG Posts reach (n=478) was compared to the reach of IG Stories (n=270) and IG Live (n=236). IG Posts had 9% greater engagement than IG Stories and 85% greater engagement than IG Live. IG Posts also had 77% greater reach than IG Stories and 103% greater reach than IG Live. IG Posts resulted in the greatest engagement and reach, as compared to both IG Stories and IG Live. These findings suggest IG Posts is the preferred feature to optimize college student participation in nutrition education games.