Energy transition? Yes, please! The framing of the energy transition on Instagram

Abstract Background Various actors use Instagram to mobilize for their causes and communicate strategically in terms of their interests in the energy transition. Against this background, the aim of this study is to analyze how the energy transition is framed on Instagram, that is, which aspects are highlighted by specific actor groups. Furthermore, the researchers study the visual representations of the energy transition on Instagram, especially the text–image relationship. Methods To answer the research questions, a quantitative content analysis of 907 Instagram posts dealing with the energy transition posted between January 5 and January 16, 2022, was conducted. Results The results of this study show that communication about the energy transition on Instagram is carried out by a multitude of actor groups, especially economic actors. Communication about renewable energy on Instagram is generally optimistic and in support of the energy transition. Conclusions Overall, this study’s results indicate a lively interest in renewable energies on Instagram. This is also interesting regarding future communication activities, as the group of young users of Instagram can be encouraged to act by suggesting concrete action alternatives via which everyone can contribute to a fast and successful energy transition.