Analysis of 150,000 Instagram photos reveals the law of photos that increase “likes”

According to the final research results (co-authored) published in the December 2021 issue of the International Journal of Research in Marketing, factors such as color and lightness are not extreme. It is said that visuals that do not have the highest evaluation.

Overgore told Insider that too much detail and too many colors can be taxing, but too light and uninteresting results.

However, when it comes to the number and arrangement of subjects, he says that it is better to make it as simple as possible if it is to be simple, and if it is to be bold, it is better to make it as bold and elaborate as possible.

The study was conducted by examining Instagram images posted by more than 600 of the world’s top performing retail brands ranked in the Gartner Digital IQ Index.

This study focuses on complexity and analyzes photographs. As Obergore admits, “complexity” is an abstract concept. But fundamentally, it’s how the image looks in terms of detail and variety.

There are two types of complexity: (1) feature complexity and (2) design complexity.

“Feature complexity” can be expressed in terms of how many different pixels an image contains, says Obergore, and includes factors such as the color, brightness, and density of detail in a single photo. For example, colorful and vivid images can be said to have high “feature complexity.”

“Design complexity,” on the other hand, is a concept about the subject or placement of the subject that requires a deep process to understand. For example, it can be said that a photo with many randomly placed subjects has a higher “design complexity” than a photo with a few subjects arranged symmetrically.

Study can increase likes by up to 19%

In short, it’s complicated.

In most cases, a medium “feature complexity” is good for your photos.

Associate Professor Overgore compares it to the human brain and a computer. “You don’t want the image to be too complex and require a lot of energy to process it, but you also don’t want it to be too simple, because if you don’t have enough stimulation, you won’t be drawn in.”

Overgore also explained why it’s good to highlight “design complexity.” “In order to get people’s attention, if you know what the image is, it’s good to tell a compelling story with a single subject, but if you don’t, you can randomly select a number of subjects. It is effective to use a creative design that has been placed.”

According to the study, following these guidelines can increase “likes” by up to 19%.

However, Obergore warns that there is no guarantee that there will always be more. Likes aren’t just determined by feature complexity or design complexity. “It depends on the situation, and it depends on personal preference.”

The effect of posting also changes depending on the device used by the user. “Slightly more complexity is fine if you’re scrolling while looking at a big screen, and a little less complexity tolerance if you’re watching it on the subway home after a hard day at work.”

Overgore says he started his research before Instagram added features like Stories and videos. “Back then it was much simpler than it is now because you could only post pictures.”

Photos that earn likes, photos that don’t

This photo of an avocado, shown at the beginning of this article, has the right number of colors, brightness, and detail, and the best “feature complexity.”

Here are two cards with ideal “design complexity”: The first one has a simple composition, and the second one is a little more complicated.

A final example of suboptimal feature complexity and design complexity.

This photo doesn’t have a low “design complexity” to make the story stand out, nor does it have a high “design complexity” to take advantage of the creative. The brightness is too bright and the “feature complexity” is too high.

*This article first appeared on February 1, 2022.