Blue Apron Assignment

Kaustubh Mohta (62310462)

Question 1
Using just the data available on the Excel “Influencers” worksheet, identify and
articulate the characteristics of effective influencers for Blue Apron. Based on
your analysis and insights, recommend to Blue Apron a set of influencers with
whom it should build a collaborative relationship. (There is no need to provide a
complete list – it is sufficient to indicate a few examples of influencers who have
the characteristics you have identified). When collaborating with influencers, it is
important to select influencers who are likely to share the company’s values and
expectations. Several tools within Microsoft Excel could be used to address this
issue, including Sorting/Filtering, PivotTable, and Regression Analysis.

Answer 1
The purpose of a marketing campaign can be broadly categorized as awareness, interest, trial or
adoption. Based on case facts blue apron has been established for a long time and its fair to assume
that awareness could be high. Interest, trail and adoption is where it would want to focus on.

Thus, from Blue Apron’s perspective the best influencer would be one that can generate high
conversion or interest amongst a large number of people. Hence, the two metrics here are reach and
efficiency. Reach would ideally be measured by number of views of a post by the target segment. At
the same time efficiency would ideally be the number of conversions or number of trials. It could also
be the amount of interest generated amongst the viewers. However, no such data is available.
Therefore, using hard metric would not be possible and soft metrics would be needed. Further
combining soft metrics with qualitative analysis would be useful. As far as the study is concerned
qualitative analysis hasn’t been done due to time considerations.

4 kinds of quantitative analysis have been done with the data provided. Firstly pivot tables were used
and then followed by regression analysis to broadly understand the efficiency of influencers using likes
and engagement rate. However, due to very low R-square values a second analysis was done using
soft metrics and then panel regression to confirm the analysis results. Also influencers were categories
into 5 categories namely generic, food related, empty nesters, health conscious or entrepreneurial.
This categorisation is based on customer segments and industry of operation

1. Analysis 1 – Pivot Tables

Sponsored influencers
Row Labels Average of MaxLikesCount Average of Overall_Engagement Average of MaxCommentCount Average of No. followers
0 2660.381579 18.27631579 110.4473684 54963
1 6021.772727 18.77272727 454.9090909 109840
Grand Total 3414.979592 18.3877551 187.7755102 67282

Row Labels Average of No. followers Average of Average of Engagement_rate

Average(%)
reach per infueuncer
Macro 647571 0.043758971 28337
Micro 22710 2.060420072 46791
Mid Tier 148628 1.400961917 208223
Nano 8572 4.217307628 36151
Grand Total 67282 2.086405061
 Reach is a product of Engagement and followers

From this analysis it can be seen that sponsored influencers have a higher number of followers and
higher likes and comments but do not differ in engagement rate. Also micro influencers have the
best engagement rate while mid-tier influencer have the best balance of engagement and number of
followers (i.e. reach)

2. Analysis 2 – Linear Regression

SUMMARY OUTPUT Average of Engagement_rate (%)

Regression Statistics
Multiple R 0.450090758
R Square 0.20258169
Adjusted R Square 0.140560266
Standard Error 2.202959489
Observations 98

ANOVA
df SS MS F Significance F
Regression 7 110.9607842 15.8515406 3.266317937 0.0038835
Residual 90 436.7727459 4.853030509
Total 97 547.7335301

Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Intercept 1.94496 0.35732 5.44325 0.00000 1.23509 2.65483 1.23509 2.65483
No. followers 0.00001 0.00000 2.55213 0.01239 0.00000 0.00002 0.00000 0.00002
No. following -0.00002 0.00004 -0.49994 0.61834 -0.00009 0.00006 -0.00009 0.00006
sponsored_influencer 0.39834 0.57071 0.69796 0.48700 -0.73549 1.53216 -0.73549 1.53216
Nano (D1) 2.24371 0.74247 3.02194 0.00327 0.76866 3.71877 0.76866 3.71877
Mid_tier (D2) -1.87012 0.69128 -2.70529 0.00816 -3.24347 -0.49677 -3.24347 -0.49677
Macro (D3) -6.26166 2.97813 -2.10255 0.03830 -12.17822 -0.34509 -12.17822 -0.34509
Total__posts since inception -0.00004 0.00003 -1.05388 0.29476 -0.00010 0.00003 -0.00010 0.00003

The R-squared value of linear regression is fairly low at 20%. Considering p-values, only number of
followers, total posts and influencer tier (nano, mid, macro, micro) are statistically significant.

3. Analysis 3 – Soft Metrics

As discussed earlier, two main criteria for influencers are reach and efficiency. Soft metrics of Reach
can be, number of followers or number of people engaged, which is a multiplication product of
number of followers and average engagement rate.

Analysing efficiency is a little more tricky. Hence it is broken down into following parts alongwith
potential soft metrics:

• Ability to make the customer understand the message

o Qualitative Means Command over language, clarity
o Quantitative Metrics Significant number of followers
• Ability to give a reason to believe content
o Qualitative: 5WH for content/customer, Influencer: Relevance to expertise
o Quantitaive Metrics:
▪ Number of sponsored vs genuine content,
▪ Customer Response: Difference in likes based on content. If some posts have
more likes then that content is more suited for the influencer
▪ Consistency in Quality of content (metric - std/mean in likes)
• Ability to generate interest and liking
o Qualitative Means Visual appeal (Influencer, background, Area of interst), Audio
(Relevant Content, Presentation of Content). Retention after post and reaction
o Quantitative Metrics
▪ More Followers, likes, comments
▪ Higher view, engagement per post
▪ Higher view time per post
▪ Repeat views per person
 ▪ Shares and saved posts
▪ Links clicked
▪ Profile views per day
• Ability to instigate purchase or add value (for ex brand value of influencer promotion)
o Qualitative ?
o Quantitative
▪ panel analysis gives the effect of influencer given all else is same

Based on this analysis each influencer was assessed on reach and efficiency and each influencer was
given a net influencer score:

Reach 1 Reach 2 Reach 3 Efficiency 2 Efficiency 3 Reach X Efficiency

Number of (std/mu of Average of Follwers Comment to Net Influencer
Record Username No. followers Type
People Engaged likes)^-1 Engagement_rate per Post Like ratio Efficiency Score Normalised Eff Score
1 _coachgus 61744 Health Conscious 2369.09 0.89 4% 17.13 3% 0.0543 0.00% 0.0509
2 artistpattilennon 19136 Generic 3387.72 2.40 18% 12.58 7% 1.0042 0.04% 1.3467
3 aysoo_handmades 9993 Generic 74542.50 4.49 746% 19.52 4% 74.0432 2.93% 2184.7860
4 beautifuldrea 116172 EmptyNesters 37180.00 0.74 32% 94.22 39% 23.0430 0.91% 339.1316
5 bigqbone 15194 Food Related 25060.42 1.23 165% 2.18 9% 1.0551 0.04% 10.4667
6 blackgardentattoo 84273 Generic 14111.54 0.65 17% 9.51 1% 0.0251 0.00% 0.1400
7 blackngoldlegacy 12178 Generic 3060.87 1.33 25% 7.41 5% 0.2977 0.01% 0.3607
8 blumpkinspicedlatte 39578 Generic 137738.46 1.25 348% 36.99 1% 5.0651 0.20% 276.1610
9 bodybybuckley 33627 Health Conscious 14623.21 0.80 43% 36.31 3% 0.8687 0.03% 5.0283
10 brigitte_segura 28559 Generic 33192.50 3.89 116% 18.80 3% 7.3704 0.29% 96.8385
11 briteandbubbly 26328 EmptyNesters 26552.08 3.23 101% 2.91 3% 0.6790 0.03% 7.1367
12 brooklyndelhi 20954 Food Related 66720.75 0.81 318% 15.85 19% 20.3246 0.80% 536.7865
13 brouq_food 13793 Food Related 3763.46 0.47 27% 7.23 7% 0.1736 0.01% 0.2587
14 budgetqueen_blog 81284 Entreprenerus 47363.27 0.86 58% 37.27 6% 2.7372 0.11% 51.3184
15 byjillee 59304 Food Related 73930.77 1.40 125% 31.10 11% 15.3189 0.61% 448.3042
16 caracontours 11171 Health Conscious 15485.71 8.00 139% 3.02 3% 2.7170 0.11% 16.6551

4. Analysis 4 – Panel Data Regression

Using panel data regression, the effect of influencer on engagement was seen as follows:

Conclusion & recommendations

Based on the analysis carried the following influencers are recommended. The recommendation
focusses on influencer by category as blue apron has varies customer segments and hence must target
all its segments:

Type EmptyNesters Type Entreprenerus Type Health Conscious

Net Influencer Net Influencer Net Influencer

Username Username Username
Score Value Score Value Score Value

xo.rachelpitzel 36,353 overheardbumble 25,345 the_hunger_diaries 53,582

house_of_lu 2,286 official_darryl_reed 1,494 rmschepis 9,489
christophekeyes 1,169 nicolaemihai 718 dr.marielbuque 1,767
snarkandlemons 520 nahedtherealtor 658 cook_ingwiththegreens 849
missmustardseed 376 krysbenyamein 613 fourthandheart 619

Type Food Related Type Generic

Net Influencer Net Influencer

Username Username
Score Value Score Value
jqlouise 764 supermayynn 1,27,232
brooklyndelhi 537 jalisaevaughn 21,229
byjillee 448 nikki_ferrara_nyc 15,337
winebarchronicles 303 tokyotolagirl 4,755
gorillasapp.usa 131 aysoo_handmades 2,185

The following gives a breakdown of influencers by type:

Question 2
Using just the data available in “Influencer posts (Panel data)”, identify the most
effective influencer posts. Summarize the characteristics of those posts. Based on
your results and insights, what recommendations could Blue Apron offer its
influencers about generating posts that will resonate well with their followers?
(Note good posts also help influencers build deeper relationships with their own
followers).

The Panel Regression tool within Enginius can be used for this analysis (the panel
variable is Username, the time/replication variable is the PostID, and the
dependent variable could be LikeCount, CommentCount, or Engagement_rate
(%). Before executing the module, remove all the columns of data from the
Influencer posts (Panel data) data block that are not relevant for a particular
analysis.

Answer 2

The answer is divided into 2 parts – namely recommendations and analysis

procedure. The former focusses on the type of posts that influencers should try
to create while the latter explains the techniques used to arrive at such
recommendations.

1. Recommendations

The influencers were divided into 5 main categories based on the content
created and customer segments served. After analysis of top posts, the
following content type is recommended:

INFLUENCER TYPE CONTENT RECOMMENDED BASED ON

ANALYSIS

GENERIC The top posts predominantly focus on lifestyle

sharing, encompassing personal experiences
related to family, travel, fashion, and
entertainment. The overarching interest lies in
celebrating personal milestones and
experiences
 HEALTH CONSCIOUS Based on the analyzed content, influencers
should focus on Health & Wellness by factoring
in diverse topics such as nature, family, mental
health, fitness, lifestyle and food & nutrition.
The posts generally share common goals of
authenticity, personal growth, and audience
engagement. They effectively employ
emotional resonance, interactive prompts, and
valuable content to foster connections with the
audience.

FOOD RELATED The analysed posts exhibit diversity in content

while maintaining consistent themes of food,
promotional partnerships, personal reflections,
and geographic references. The prevalent
hashtag usage aligns with these themes across
the posts, reinforcing their consistent
messaging and branding strategies.

ENTREPRENEUR / FINANCE ORIENTED Top posts encompass a range of topics on

dating, real estate and finance. While diverse,
they share common themes of personal
experiences, engagement, advice, humor, and
adherence to social media conventions. The
hashtags used align with these themes,
emphasizing financial advice and debt
management as the most frequent category.

MOM LIFE / EMPTY NESTERS The posts vary widely, covering emotional
connections, personal stories, community
support, and financial advice. They celebrate
personal moments, humorously depict
parenting, showcase art, and use real estate
humor. Hashtags reflect diverse themes, with a
focus on finance, partnerships, family, art, real
estate, and social events

In addition to this one must also consider using lower post length and higher number of hashtags.
For Further details please refer Appendix 1 or analysis section below.

2. Analysis
The analysis is broadly assisted by the following in addition to excel modelling:

• Panel Data Regression – Enginuis

• Natural language processing - ChatGPT
A. Panel Data Regression - Enginuis

To understand what kind of content is good, panel data regression was used. Three such reports
were tried for engagement rate and like count:

• DB2 Engagement rate Panel Regression Pooled OLS Report

• DB2 Engagement rate Panel Regression Random Effects Report
• DB2 Like count Panel Regression Random Effects Report

The results for each case are as follows:

From the above regression we can see that R-square values are very low. This is probably due to the
fact that the kind of content and the presentation of content are two important factors that are
missing in the regression parameters. These two factors are considered later in the next analysis.

However, Despite low R-square values the effect of Post_Length, No_hashtags are statistically
significant with greater than 95% confidence.

B. Natural Language Processing - ChatGPT

A major limiting factor of regression above was the fact that It could not take into account the type
of hashtags and post descriptions. To process these a natural language processer is needed and
hence chat GPT was used in as follows:

Firstly, top 3 posts for each influencer (for all hundred influencers) were collated based on the
number of likes. The idea was to understand patterns across best contents of each influencer and
then create recommendations. However, since using like count as the metric would be biased
towards large influencers, 3 other metrics were chosen

• Gain in Likes = Likes generated in top posts of influencer / Average likes per post of the
influencer. This metric would help us gauge the posts, keeping influencer constant
• LikeEngagement = Likes/Followers. This metric would remove impact of followers on likes.
And would be useful to compare nano and large influencers at the same time
• LikeCount = This metric gives an idea of the appreciation each post has received

Based on these metrics, Top 20 posts from each influencer category was chosen to be analyzed
further using natural language processors such as ChatGPT. The figures below showcase this process
in detail. Some sample prompts were as follows:

• Can you tell me the similarities & differences amongst these posts in their content
• What are the few factors or themes common across posts
• What are the common topics and differences in topics
• Can you Categorize these hashtags based on their meaning
• I want frequency for a category not for each hashtag

Further to test whether GPT is a reliable tool and is able to comprehend the contents, a test was
taken by asking GPT to identify the influencer type based on the posts given. Chat gpt was able to
identify influencer with reasonable accuracy when posed with the following question:

• Tell me what the common field of interest in the posts is provided in 2 or 3 words
 Fig: Sample Excel Table

Fig: Variation in metrics across influencers

 Type Empty Nesters Type Entreprenuers Type Food Related Type Generic Type Health Conscious
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Fig: Final shortlist of posts for analysis through ChatGPT

Based on natural language processing capabilities of ChatGPT, the around 100posts were analyzed
and the reports were made for each influencer category. This is available in Appendix 1(a) to 1(e).

Further Scope: While here only top posts have been analysed, it might also be useful to analyse
worst performing posts and see the difference between the best and worst posts. Further it might be
useful to use qualitative techniques by actually viewing some posts and reading comments/ post
descriptions/ influencer bio etc. since natural language tools such as ChatGPT have their limitations.
Question 3
Using just the data available in “Hashtags”, identify core themes that emerge
from a semantic network analysis of the hashtags used by influencers and their
followers. The Network Analysis tools within Enginius can be used to generate
the semantic network (Select “Perform network clustering”).

Answer 3
Node ID Degree Closeness centralityBetweenness centrality Page rank Local clustering coefficient Segment
377 gardencollection 25 0.34 5.57 0.86 0.973 10
378 instainterior 25 0.34 8.89 0.86 0.973 10
376 shopincornwall 25 0.32 1.33 0.86 0.973 10
371 springisintheair 25 0.34 9.90 0.86 0.973 10
374 toilerybag 25 0.34 9.90 0.86 0.973 10
566 ecocollection 21 0.30 2.22 0.81 0.971 10
563 fairtrade 21 0.30 0.43 0.81 0.971 10
561 launch 21 0.30 2.08 0.80 0.971 10
562 linenpot 21 0.30 2.22 0.80 0.971 10
567 madebyhand 21 0.30 2.22 0.80 0.971 10
564 minimalism 21 0.30 2.22 0.81 0.971 10
560 newcollection 21 0.30 2.22 0.80 0.971 10
565 storagepot 21 0.30 2.22 0.81 0.971 10
375 linenbag 25 0.34 9.94 0.86 0.970 10

Segment wise Core themes

For this top clustering coefficient of each node ID is chosen and analysed

Segment 10: Nature and organic Product

Local clustering
coefficient Segment Node ID
0.973 10 gardencollection
0.973 10 instainterior
0.973 10 shopincornwall
0.973 10 springisintheair
0.973 10 toilerybag
0.971 10 ecocollection
0.971 10 fairtrade
0.971 10 launch
0.971 10 linenpot
0.971 10 madebyhand

Segment 9: Home and outdoor accessories

1.000 9 huffposttaste
0.988 9 custommade
0.979 9 leatherwork
0.979 9 woodbench
0.978 9 kiddo
0.974 9 build
0.974 9 woodmallet
0.974 9 merica
 0.971 9 homechef
0.970 9 kitcheninspo
0.967 9 bakingcommunityofinstagram

Segment 8: Travel
(Based on more hastags)

1.000 8 cover
0.990 8 colorfull
0.990 8 dslr
0.990 8 ishqbulava
0.990 8 mixit
0.990 8 pick
0.990 8 reelindia
0.990 8 reelsdaily
0.990 8 tenutakdarava
0.990 8 zoomzoom
0.983 8 skymotion
0.978 8 daish
0.978 8 dilkokaraaraaya
0.978 8 hotclouds
0.978 8 mastmagan
0.978 8 motionleep

Segment 7: Travel & fitness

1.000 7 bosphorus
1.000 7 galatatower
1.000 7 rkiye
1.000 7 sultanahmet
0.983 7 dayoff
0.977 7 familyblogger
0.977 7 shadow
0.976 7 travels
0.974 7 travelholic
0.971 7 yavrukedi
0.970 7 balıklıgöl
0.970 7 sis
0.970 7 sky_perfection

Segment 6: Clothing & shopping

0.993 6 GoodVibes
0.993 6 Outside
0.987 6 BestOfDC
0.987 6 blackentrepreneurs
 0.987 6 buyblackfriday
0.987 6 buyblackowned
0.987 6 Fridays
0.987 6 MensApparel
0.987 6 MensClothing
0.987 6 ShowLove
0.987 6 StopThru

Segment 5: Summer acessories and beach

0.956 5 sunisshining
0.943 5 bikini
0.943 5 germany
0.943 5 karosserie
0.943 5 summertime
0.943 5 sunglasses
0.943 5 sunisshinning

Segment 4: fashion

0.983 4 fashiongram
0.983 4 psootd
0.983 4 styleinspo
0.983 4 targetfinds
0.978 4 eloquiielements
0.978 4 fallfashion
0.978 4 falloutfits
0.978 4 Fallstyle
0.978 4 lv

Segment 3: Food and Ocassions

0.987 3 laborday
0.987 3 labordayfood
0.987 3 labordayrecipes
0.987 3 labordayweekend
0.987 3 labordayweekend2021
0.982 3 bbqrecipes
0.982 3 grilledfood
0.982 3 grillingandchilling
0.982 3 grillingideas

Segment 2: Astronomy
0.965 2 moon
 0.965 2 space
0.965 2 stars
0.964 2 psychedelicart
0.962 2 paint
0.961 2 earth
0.960 2 collageart
0.960 2 darkart
0.960 2 outrun
0.960 2 psychedelic
0.960 2 surreal

Segment 1: Art and tatoo

1.000 1 besttattoosupply
0.967 1 needlecartridge
0.964 1 chandleraz
0.963 1 supportlocal
0.963 1 tempeaz
0.962 1 tattoocartridges
0.948 1 suns
0.947 1 gilbertaz
0.933 1 tattooart
0.933 1 tattooist
0.933 1 tattoolife
0.933 1 thebesttattooartists
0.925 1 bodyart
0.895 1 atlanta
0.875 1 tattooneedles
0.826 1 professionalsupplies
Question 4
Based on your answers to Questions 2 and 3, recommend content (topics
and/or snippets from posts) that Blue Apron could use effectively in its own
push-marketing initiatives (e.g., website, ads, blogs, traditional media).
Answer 4

Art and Tattoo: Showcase artist spotlights, behind-the-scenes tattoo creation, art collaborations, and
tutorials on artistic techniques.

Astronomy: Share celestial events, stargazing tips, educational posts about planets or galaxies, DIY
telescope guides, and night sky photography.

Food and Occasions: Feature recipe tutorials, cooking hacks, special occasion meal ideas, hosting tips,
and stories about food traditions.

Fashion: Display outfit of the day (OOTD) posts, trend analyses, fashion hauls, styling tips, and
collaborations with brands or designers.

Summer Accessories and Beach: Highlight beach fashion, summer accessory must-haves, beach trip
vlogs, seaside relaxation tips, and DIY beach crafts.

Clothing & Shopping: Offer shopping hauls, try-on sessions, brand collaborations, fashion reviews, and
styling guides for different occasions.

Travel & Fitness: Combine travel diaries with fitness routines, workout challenges in different
locations, travel-friendly exercise tips, and healthy eating while traveling.

Travel: Share travel itineraries, destination guides, travel photography, travel hacks, and personal
travel stories.

Home and Outdoor Accessories: Showcase home decor ideas, outdoor space makeovers, DIY projects,
gardening tips, and outdoor adventure gear reviews.

Nature and Organic Product: Feature eco-friendly product reviews, natural beauty product
recommendations, nature-inspired wellness tips, and sustainability practices.
Question 5
Develop a strategy brief (summary in a paragraph or two in outline format) for
CEO Linda Findley for her to use in a kick-off meeting to plan Blue Apron’s
influencer marketing program going forward. In the strategy brief, articulate the
goals, criteria, and metrics for success for the program based on your
understanding of the business context of meal kit subscription services and your
analyses of the influencer data available to you.
Answer
The marketing strategy must e focussed on 2 parts – Acquisition and Retention.

Retention Strategy
Under retention the brand show focus on BTL marketing techniques, loyalty points and
coupons. It could also include birthday and anniversary options to remind customers who
have stopped ordering.

Acquisition Strategy
The marketing campaign can be broken down into 4 parts, awareness, interest, desire and
action. For awareness the company need not use influencers. Rather it can use billboards,
and ATL strategies. This must occupy a small portion of blue aprons budget as it’s a brand
that been around for a while.

Interest, Trial and Adoption

All three of these can be done using influencer marketing, Blue-apron must chose
influencers and create content as indicated in this report. Further it should look to identify
hard metrics. It can do this by giving influencer promo codes and calculating conversions.
Further it can also use its own page for campaign.

Metrics for success

Engagement:Track social media engagement (likes, shares, comments) and the use of
campaign-specific hashtags.
Website and Conversion: Further it should look to identify hard metrics. It can do this by
giving influencer promo codes and calculating conversions
Measure increased organic traffic to the campaign landing page or organic product sections.
 Appendix 1

Abstract
This analysis aims to dissect a collection of top posts shared across various influencers, examining
similarities, differences, themes, and hashtag frequencies. The objective is to discern patterns and
trends within the shared content which can then be used to understand what kind of content can
generate high engagement rate. Based on common themes identified and similarities across top
posts, one can generate content.

Appendix 1a – Influencers: Generic

Analysis of Shared Posts

Common Theme across “Generic Influencers”: The content posted, relates to on a variety of life's
moments and passions.

Overview of Shared Posts

The shared posts revolve around personal life moments, embracing diverse themes like family
milestones, travel experiences, fashion choices, tattoo art, and entertainment content. The
predominant focus lies in sharing personal experiences, styles, and milestones, often using visual
content to engage audiences on social media platforms.

Common Themes Identified

• Family and Parenting: Celebrating family moments, pregnancy, childbirth, and parenting
challenges.
• Travel and Adventure: Sharing travel experiences, exploring new destinations, often with
partners.
• Fashion and Style: Showcasing personal style, including maternity fashion, formal wear, and
unique fashion statements.
• Entertainment and Cultural Interest: Discussing entertainment news, specifically Disney,
Pixar, and movie-related content.
• Art and Creativity: Tattoo art is prominently featured, showcasing body art as a form of self-
expression and creativity.

While the specific content may vary, the overarching interest lies in sharing personal experiences
and interests related to various aspects of lifestyle, encompassing family, travel, fashion, and
entertainment.

Similarities
• Personal Life Highlights: Revolve around personal life events like pregnancy announcements,
family gatherings, and celebrations.
 • Visual Focus: Incorporate visual content like photos, showcasing moments, fashion choices,
tattoos, or experiences.
• Social Media Sharing: Originate from various social media platforms, reflecting personal
moments shared online.

Differences
• Themes and Topics: Cover diverse topics including pregnancy, family life, travel experiences,
tattoo art, fashion, and entertainment.
• Content Format: Varied approaches in content creation - some text-heavy, while others rely
on visual elements.
• Intent: Varied purposes, from celebrating moments to seeking engagement or reactions.
• Language and Culture: Include diverse languages and cultural references, reflecting a global
or multicultural perspective.

Analysis of Hashtags
Categorized Hashtags:

• Family and Parenting: 12 hashtags

• Travel and Adventure: 30 hashtags
• Entertainment (Disney, Pixar, Movies): 9 hashtags
• Fashion and Lifestyle: 1 hashtag
• Blogging and Location-Specific: 2 hashtags

Conclusion
The shared posts predominantly focus on lifestyle sharing, encompassing personal experiences
related to family, travel, fashion, and entertainment. The overarching interest lies in celebrating
personal milestones and experiences.

Appendix
List of Hashtags used:

Not included due to space

Appendix 1b – Influencers: Health Conscious

Overview of Shared Posts

The analyzed content is focused on Wellness & Lifestyle:

Common Themes Identified

The shared posts revolve around Wellness & Lifestyle but do so by focusing on the following themes:

• Food and Cooking: Several posts offer recipes, cooking videos, and food-related content,
discussing pasta-making, plant-based recipes, and squid ink pasta recipes on YouTube.
• Mental Health and Healing: Touching on emotional healing, trauma, overcoming emotionally
immature parents, and breaking intergenerational trauma cycles, offering self-care tips and
insights.
• Nature and Tranquility: Posts focus on nature's beauty, featuring serene images of sunsets or
beaches to evoke peace and harmony.
• Celebrations and Milestones: Acknowledging personal achievements like completing an
Ironman event or celebrating baby milestones.
• Giveaways and Promotions: Announcing giveaways, encouraging participation by tagging
friends and sharing on Instagram.
• Body Image and Reality: Addressing reality versus social media portrayal, emphasizing self-
comparison and improvement.

Similarity in Engagement Strategies

• Emotional Engagement: Aims to evoke emotions and resonate with the audience's feelings.
• Interactive Calls to Action: Encourages direct involvement and conversation around the
post's topic.
• Offering Value: Provides recipes, mental health tips, celebratory moments, or opportunities
like giveaways.
• Authenticity: Emphasizes genuine connections, especially regarding body image and social
media portrayal.

Differences in Engagement Strategy

Tone and Message:

• Celebratory and Personal Achievement: Posts celebrate personal victories, conveying a tone
of triumph and pride.
• Introspective and Healing: Offers support, discussing emotional healing, trauma recovery,
and dealing with emotionally immature parents.
• Tranquil and Appreciative: Focused on nature's beauty to inspire a sense of peace and
connection.

Engagement Strategy:

• Interactive Calls to Action: Urges tagging friends, dropping comments, or answering

questions.
 • Promotional Engagement: Encourages participation in giveaways for increased visibility and
engagement.
• Storytelling and Connection: Uses personal stories to foster emotional connections.

Hashtag Groupings
The hashtags are categorized into themes related to nature, personal and family, mental health and
wellness, fitness and lifestyle, food and nutrition, and social media engagement.

Frequency Estimations of Hashtags

• Nature and Sunset Related: Approx. 18 occurrences collectively.

• Personal and Family Related: Roughly 10 instances.
• Mental Health and Wellness: Approximately 16 uses.
• Fitness and Lifestyle: Around 15 occurrences collectively.
• Food and Nutrition: Found approximately 7 times.
• Social Media and Engagement: Approximately 16 uses collectively.

Conclusion
The analyzed content focusses on Health & Wellness by factoring in diverse topics such as nature,
family, mental health, fitness, lifestyle and food & nutrition. It shares common goals of authenticity,
personal growth, and audience engagement. The posts effectively employ emotional resonance,
interactive prompts, and valuable content to foster connections with the audience.

Appendix
List of Hashtags used:

Not included due to space

Appendix 1c – Influencers: Food Related

Overview of Posts
The analysed posts is on culinary and lifestyle. The content aims to blend culinary excellence with a
luxurious lifestyle, advocating for quality experiences, diverse tastes, and brand associations across
multiple dimensions of modern living.

Common Themes Identified

• Food and Culinary Delights: Highlighting recipes (especially the sage-infused garlic butter
Thanksgiving turkey), culinary experiences, and specific food products like noodles and
cheeses.
• Promotional Partnerships: Prominent collaborations and partnerships with brands and
lifestyle entities.
• Personal Empowerment and Reflection: Encouraging positive mindsets and personal growth.
• Geographical References: Mentioning specific locations related to food experiences or
product availability.
• Product Promotion: Apart from recipes, promotion of specific food items like cheeses,
accompanied by suggestions for use.
• Subject Matter: Encompasses recipes, travel experiences, financial education, Valentine's Day
dinners, keto-related content, and promotions of food products.

Similarities in Across Posts

• Repeated Content: Consistent focus on the sage-infused garlic butter Thanksgiving turkey
recipe across multiple posts.
• Promotional Elements: Recurring theme of brand partnerships and collaborations promoting
specific brands and products.
• Personal Reflections: Messages promoting personal empowerment, gratitude, and positivity
are consistent.
• Hashtags and Tags: Similar hashtags and tags like #InternationalLifestyle,
#McQueenVioletFog, @ashtonmhenry create a consistent branding and tagging strategy.
• Diversity within a Theme: Exploration of various culinary aspects, expanding beyond recipes
to restaurant experiences and specific food products.

Different Food Types Discussed

• Main & Side Dishes - Turkey: with focus on Thanksgiving. Noodles with Mention of garlic
butter noodles as a savoury side option.
• Appetizers/Snacks - Cheese Platters: References to cheese platters or cheese-based snacks.
• General Dining Experience: References to restaurant dining experiences without specifying
dishes.

Hashtags Grouped by Themes

• Culinary and Food-Related: 7 hashtags
• Lifestyle and Brands: 12 hashtags
 • Travel and Exploration: 11 hashtags
• General and Miscellaneous: 6 hashtags

Conclusion
The analysed posts exhibit diversity in content while maintaining consistent themes of food,
promotional partnerships, personal reflections, and geographic references. The prevalent hashtag
usage aligns with these themes across the posts, reinforcing their consistent messaging and branding
strategies.
Appendix 1d – Influencers: Entrepreneur / Finance Oriented

Overview of Posts
The analyzed content is focused on Personal finance and real estate. Despite their differences in
subject matter and tone, these posts share common threads. They emphasize personal experiences,
encourage engagement through interaction, offer information or advice.

Common Themes Identified

• Dating and Relationships: Engaging in discussions around dating experiences, financial
conversations in dating, & understanding partners' financial situations without direct inquiries.
• Real Estate: Sharing humour, bizarre occurrences in house viewings, and utilizing tools like
Zillow for property evaluations.
• Financial Tips and Debt Management: Offering advice on finances, preparing for student
loans, budgeting, saving, and strategies for relocation.
• Humorous Anecdotes: Sharing everyday life anecdotes, such as quirky house findings or
humorous observations about parenting.

Similarity in Engagement Strategies

• Personal Experiences: Each post shares personal anecdotes to engage the audience.
• Engagement: Encouragement for audience participation through questions and comments.
• Information and Advice: Several posts offer tips or strategies on various topics.
• Humor: Some posts use humor to connect with the audience.
• Social Media Conventions: Incorporation of hashtags, tagging, and repost references for
increased visibility and engagement.

Differences Among Posts

• Subject Matter: Varied content spans dating etiquette, real estate anecdotes, financial
advice, humour, and informational posts.
• Tone: Ranges from light-hearted and humorous to informative and advice-driven.
• Intent: Posts aim for engagement or practical advice or initiate discussions.

Hashtag Categorization
• Dating and Relationships: 2 hashtags
• Real Estate: 7 hashtags
• Financial Advice and Debt Management: 20 hashtags
• Parenting and Mom Life: 5 hashtags
• Lifestyle and Miscellaneous: 8 hashtags

Conclusion
The analyzed posts encompass a range of topics from dating to real estate, finance, parenting, and
more. While diverse, they share common themes of personal experiences, engagement, advice,
humor, and adherence to social media conventions. The hashtags used align with these themes,
emphasizing financial advice and debt management as the most frequent category.
Appendix 1e – Influencers: Mom life / Empty Nesters

Content Overview
The analyzed posts encompass a variety of themes aimed at engaging the audience and serving
different purposes:

Common Themes Identified

• Emotional Connectivity: Posts often aim to evoke emotions, creating shared experiences or
empathy among the audience.
• Personal Storytelling: Sharing personal stories or anecdotes adds authenticity and relatability
to the content.
• Community Support: Certain posts express solidarity and encourage support for
communities during tragic events.
• Encouraging Engagement: Almost all posts encourage interaction through tags, comments,
shares, or specific actions.

Similarity in Topics Discussed

• Personal Moments and Relationships: Celebrating family moments, expressing love, and
acknowledging support received from friends.
• Community Support and Empathy: Expressing support and fostering community during
difficult times.
• Parenting and Daily Life: Humorously addressing parenting challenges in a light-hearted tone.
• Financial Advice and Awareness: Providing indirect financial advice and educating about
financial awareness in relationships.

Differences in Topics Discussed

• Artistic Expression: Showcasing artwork and promoting an upcoming sale.
• Real Estate and Humor: Using humor and real estate references to engage the audience.

Hashtag Categorization and Frequency

• Promotional or Partnership Tags (Total Frequency: 7)
• Art and Creative Tags (Total Frequency: 1)
• Parenting and Family Tags (Total Frequency: 5)
• Financial and Budgeting Tags (Total Frequency: 27)
• Social Events and Celebrations Tags (Total Frequency: 1)
• Real Estate and Humor Tags (Total Frequency: 6)

Conclusion
The posts vary widely, covering emotional connections, promotions, personal stories, community
support, and financial advice. They celebrate personal moments, humorously depict parenting,
showcase art, and use real estate humor. Hashtags reflect diverse themes, with a focus on finance,
partnerships, family, art, real estate, and social events