Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective

JAR Podcast: Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective
What’s the best way for influencers to combine images, videos, and captions to boost engagement? In this episode, Dr. Yang Feng (University of Florida) and Dr. Quan Xie (Southern Methodist University) discuss their Journal of Advertising Research article, “Optimizing Branded Content for Beauty and Fashion Influencers from a Media Richness Perspective: How Post Topic and Visual Type Intertwine to Boost Consumer Engagement.”

The authors explain how beauty and fashion influencers can improve engagement by matching complex topics with rich visuals—like using video when introducing a product—and simpler visuals like photos or albums for discount offers or friend referral posts. They also share what their large-scale analysis of 12,000 real branded Instagram posts reveals about common mismatches between influencer practices and what actually works. You’ll also hear tips for brands and creators on how to improve content strategy and why albums might be underrated.

Read the full paper here: 
https://www.tandfonline.com/doi/full/10.1080/00218499.2025.2464287

Listen to the podcast here: 
https://www.buzzsprout.com/2250188 

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