Document Type



Spring 2021

Academic Department



In recent years, social media profiles with large followings have been used as opinion leaders and have earned the term influencer. This research examines the engagement of Keto Diet influencers’ followers on Instagram, then analyzes which type of content has the most engagement i.e., likes/views and comments. Due to the rise of social media engagement, it is vital to analyze the content of posts and personalities that elicit this high engagement to determine effective strategies for future influencers.

This content analysis analyzes the 11 top-most-followed Keto Diet influencers on Instagram with more than 30,000 followers. Posts were collected over a three-month time-period. This is the data set and codebook for the research.