Engagement Analysis Shows Individual Image Assets of Malala Perform Best for the Malala Fund

The Malala Fund is an international organization advocating for girls by investing in their education, health and future. Inspired and instituted by Malala Yousafzai, this movement is dedicated to letting girls’ voices be heard through telling their stories. The Malala Fund joined Twitter in 2013. We analyzed 216 tweets from July 1, 2017 to September 17, 2017. Analysis of data from Crimson Hexagon reveals a relationship between the type of media and the average engagement.

We divided the types of media into six different categories. The categories were individual images of Malala, images of Malala with others, women in cultural settings, video assets, other images, and no images. We found that individual images of Malala performed the best, and had the highest average engagement, even though the Malala Fund posted less of this type of image based on the graph below.

The Media Type Effect on Engagement graph details the average engagement of each category: Malala solo, Malala with others, etc. The number beneath the category title is the number of tweets in each category out of 217.

 

After finding this insight, we audited the account to see specific tweet examples of our findings. Tweets that include images of Malala alone, like this, perform the best. This image, along with the tweet copy, is an example of a “Malala update,” which contains copy or links that relate to Malala’s current actions or location. Malala updates are what most singular images of Malala can be categorized as.

In contrast, a tweet that does not include Malala in the image, like this, has much lower engagement than one that includes Malala. Based on this finding, we would recommend that most tweets include Malala in the image, because it is more likely to receive higher engagement.

 

Post contributed by Kendall Tayman, Gillian Chiboucas, Madison Tumbleston, and Stephanie Rehberg for their Social Media Analytics class.