The role of visual elements in the content of Greenfluencers on Instagram
Simanov, Leonid (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060319919
https://urn.fi/URN:NBN:fi:amk-2025060319919
Tiivistelmä
The purpose of this thesis was to investigate how different visual elements are used in the messages of Greenfluencers on Instagram. The main outcome of the thesis was the development of a Still Visuals Frame (SVF) that allowed to split the content of a post into elementary parts from visual and textual points of view. Via SVF, this study also analysed the content of three Instagram Greenfluencers – Earthrise Studio, Greenpeace International and Environment by Impact, explored the effectiveness of their communication strategies, applied the findings in practice and developed recommendations for enhancing visual creation strategies.
The theoretical part of this thesis explains concepts of sustainability, Greenfluencing and visual elements of Instagram storytelling. With the help of collected information, SVF was developed to examine the content of selected Greenfluencers through their usage of colour, inclusion of humans, text overlays and calls to action (CTAs), visual complexity of images, and consistency with influencer’s brand aesthetics. The thesis also includes a practical implementation section, where several posts were produced based on the content strategies utilised by selected Greenfluencers. The content analysis and the practical implementation helped to specify how applying SVF guides a content creator to produce visuals with strong emotional and graphic impact.
The findings highlight the importance of including elements with clear visuals, balanced colour palettes and direct CTAs with central text placement to deliver impactful green messages within the post. It was also noted that high level of visual harmony, consistent story flow and lower visual complexity seemed to look more attractive and user friendly. Based on the findings, the thesis provides recommendations for Greenfluencers on how SVF should be efficiently applied in their content creation.
The theoretical part of this thesis explains concepts of sustainability, Greenfluencing and visual elements of Instagram storytelling. With the help of collected information, SVF was developed to examine the content of selected Greenfluencers through their usage of colour, inclusion of humans, text overlays and calls to action (CTAs), visual complexity of images, and consistency with influencer’s brand aesthetics. The thesis also includes a practical implementation section, where several posts were produced based on the content strategies utilised by selected Greenfluencers. The content analysis and the practical implementation helped to specify how applying SVF guides a content creator to produce visuals with strong emotional and graphic impact.
The findings highlight the importance of including elements with clear visuals, balanced colour palettes and direct CTAs with central text placement to deliver impactful green messages within the post. It was also noted that high level of visual harmony, consistent story flow and lower visual complexity seemed to look more attractive and user friendly. Based on the findings, the thesis provides recommendations for Greenfluencers on how SVF should be efficiently applied in their content creation.