More than a pretty picture: Exploring instagrammability in firm-generated content

Instagrammability has emerged as a buzzword in digital marketing, yet its meaning often remains superficial and tied to aesthetic appeal alone. This exploratory study reframes Instagrammability as a multidimensional lens through which social media managers design and evaluate firm-generated content (FGC) on Instagram. Drawing on twelve in-depth interviews with professionals across industries, the study reveals that Instagrammability functions as a context-sensitive decision filter, balancing platform logics, brand identity, and audience resonance. Rather than equating to virality, Instagrammability shapes content that is technically optimized while fostering meaningful, brandaligned connections within the scroll-intensive Instagram environment. By unpacking the operational compromises and creative strategies behind Instagrammable content, this study advances theoretical clarity on the construct. It offers insights for practitioners seeking to design successful and instagrammable social media content.