How do the attributes of colour in influencer photo posts contribute to the engagement of users?

Previous research has provided valuable insights into the roles of colour in marketing, it is used as a force, to build brands and to differentiate. In psychology, it is found that people attach meanings to colour. Considering that a substantial portion of today’s marketing is shifting towards social media platforms, this study explores the effects of colour composition on success on Instagram. Colour is already indicated to influence Instagram engagement. However, there is little research on how this works for social media influencers and their performance. To address this lack of understanding, in a sample of big social media influencers it was investigated how lightness, chroma and hue relate to engagement. These findings indicate that hue contributed significantly to post popularity. Future directions and limitations are also discussed.