A Gendered Analysis of Influencer Strategies on Instagram

With the rapid rise of digital platforms, Instagram has become a pivotal space for influencer marketing, particularly within industries like beauty and fashion. This paper investigates the influence of gender on the strategies employed by Instagram influencers in these sectors. It compares the engagement tactics of male, female, and non-binary influencers, analyzing how these strategies affect audience interaction. Data from 12 influencers (six from beauty and six from fashion) were collected and analyzed, with key metrics such as likes, comments, shares, and engagement rates. The study finds that gender significantly influences influencer strategies, with female influencers generally achieving higher engagement, particularly in the beauty industry. Non-binary influencers showed promising engagement, despite smaller followings, highlighting the importance of inclusivity in content strategies. This paper provides valuable insights for brands and marketers looking to optimize influencer collaborations based on gendered engagement patterns. Keywords—Influencer marketing, gendered strategies, Instagram, engagement metrics, beauty industry, fashion industry, social media influence, non-binary influencers