From Scroll to Support: An Investigation of the Role of Visual Communication in Mobilizing Action for Humanitarian Causes on Instagram in Sweden

For nonprofit humanitarian organizations, success in gathering support and donations increasingly depends on their ability to communicate visually and build emotional connections with their audience. On Instagram, where interactive features dominate, visual communication has become their primary tool to raise awareness, engage users, and prompt action. However, designing effective visual content requires balancing emotional impact, ethical considerations, and the challenges of attention-driven algorithms. Therefore, this study investigates how different visual communication strategies influence user interaction, emotional response and action-taking for humanitarian causes on Instagram in Sweden. Drawing on theories of visual rhetoric, semiotics, and behavioral response, this study employed a mixed-methods approach combining semi-structured interviews with user testing to examine how visual elements such as imagery, typography, color, and calls to action shape user engagement. Findings reveal that image-based posts featuring human subjects and strong visual contrast are most effective in capturing attention, making this a crucial first step in user engagement. However, attention alone did not drive users to act; it served as a necessary prerequisite for deeper engagement. The actual decision to engage was driven by emotional resonance, which was most strongly evoked by imagery portraying suffering, though its overuse risks causing emotional fatigue. The combination of emotional impact and cognitive clarity conveyed through text was key in motivating users to support a cause, with accessible calls to action further encouraging action when paired with organizational trust. The study concludes that effective humanitarian communication on Instagram relies on a three-step process: attention-grabbing visuals to capture interest, emotionally resonant storytelling to foster connection, and accessible action prompts to convert engagement into support. These insights provide practical recommendations for humanitarian NPOs seeking to optimize their visual communication strategies and mobilize support on Instagram.