Impact of Gaming Content

INSIGHTS
The number of Diff Eyewear’s Instagram followers grew by 295 from February 17 to 18, 2019 due to the vacation giveaway launched on February 18, 2019.
The number of Diff Eyewear’s Instagram followers grew by 160 from February 20 to 21, 2019 due to the Zodiac sign contest launched on February 21, 2019.
The number of Illesteva’s Instagram followers grew by 1,433 from February 23 to 28, 2019 after the company posted an image of Meghan Markle wearing its York Tortoise sunglasses on February 24, 2019.

Diff Eyewear’s Instagram followers’ growth (295) from February 17 to 18, 2019 was driven by the vacation giveaway that it launched on February 18, 2019. Illesteva’s Instagram followers’ growth (1,433) from February 23 to 28, 2019 was driven by the attention the brand received after posting an image of Meghan Markle wearing its York Tortoise sunglasses. Below, we will provide more information on how the posts published by Diff Eyewear and Illesteva led to the growth in their Instagram followers in February 2019.
                           

DIFF EYEWEAR’S INSTAGRAM FOLLOWERS GROWTH TREND
Diff Eyewear has published 54 Instagram posts in February 2019. According to the Social Blade Instagram analysis tool, Diff Eyewear’s Instagram followers significantly increased on three occasions. They occurred from the 17th to the 18th (295), 18th to 19th (168), and 20th to 21st (160). Therefore, to keep the research within the scope of a Wonder request, we will be analyzing the six posts published from the 18th to the 21st only to analyze what caused the increase in followers during this period. Please note that the free version of Social Blade only provides a 14-day historical analysis, but we have determined that it is the best publicly available tool for this research.

DIFF EYEWEAR’S INSTAGRAM POST PUBLISHED ON FEBRUARY 18, 2019
On February 18, 2019, Diff Eyewear partnered with BUXOM Cosmetics, Elsa & Rose, and BÉIS to launch a giveaway where the prizes included a vacation package and $800 worth of products. To win, participants had to like the post, tag three friends in the comments, and follow the three brands mentioned above and Diff Eyewear. Only BÉIS did not share, regram, or publish the same post. BUXOM Cosmetics and Elsa & Rose have published the same post as Diff Eyewear. The giveaway posts published by Diff Eyewear (842), BUXOM Cosmetics (977), and Elsa & Rose (804) attracted a total of 2,620 comments. Therefore, the level of participation (comments) and the requirement to follow the brand led to the number of Diff Eyewear’s Instagram followers increasing by 295 from 17th to the 18th.

DIFF EYEWEAR’S INSTAGRAM POSTS PUBLISHED ON FEBRUARY 19, 2019

Diff Eyewear published two posts on February 19, 2019. The #MondayMotivation post featured a photo created by kb illustration. Kb illustration did not share, regram, or publish the post. The other post featured a Buy One, Get One 50% offer for the Blue Light Blocking glasses and sunglasses. Both posts attracted close to 2,000 likes and less than 100 comments only. Therefore, we have concluded as the contest ran until the 20th, the 168 increase in the number of followers from 18th to the 19th is still attributed to the vacation giveaway.

DIFF EYEWEAR’S INSTAGRAM POST PUBLISHED ON FEBRUARY 20, 2019
On February 20, 2019, Diff Eyewear published a post that featured a photo taken by Ryan Longnecker. Longnecker did not share, regram, or publish the post. Diff Eyewear’s Instagram followers dropped by 40 from the 19th to the 20th. The possible reason for the decline may be that the vacation giveaway ended on the 20th.

DIFF EYEWEAR’S INSTAGRAM POSTS PUBLISHED ON FEBRUARY 21, 2019
Diff Eyewear published two posts related to its new limited edition Zodiac Collection. The post that featured images of the glasses attracted around 1,500 likes and 150 comments only. The other post featured a GIF of the Zodiac and a contest where the public had to provide their signs in the comments to win a pair of a Zodiac Cosmo sunglass. It attracted over 15,000 likes and 2,300 comments. Therefore, the level of participation (likes and comments) led to the number of Diff Eyewear’s Instagram followers increasing by 160 from the 20th to 21st.

ILLESTEVA’S INSTAGRAM FOLLOWERS GROWTH TREND
Illesteva has published six Instagram posts in February 2019. According to Social Blade, Illesteva’s Instagram followers significantly increased on the last four days (24th to 28th) of the month. Therefore, we will analyze all six posts along along with what caused the increase in followers over the last four days of February 2019.

ILLESTEVA’S INSTAGRAM POST PUBLISHED ON FEBRUARY 9, 2019
On February 9, 2019, Illesteva published a post that featured images of Beyoncé wearing its Vivienne sunglasses. The post attracted 892 likes and 13 comments only. The images were first published on Beyoncé’s Instagram account on the previous day, but she did not officially endorse the sunglasses or Illesteva in her post. Due to limited data on Illesteva’s Instagram followers on February 9, 2019, we are unable to make any conclusion on whether the post affected its Instagram followers figure.

ILLESTEVA’S INSTAGRAM POST PUBLISHED ON FEBRUARY 10, 2019
On February 10, 2019, Illesteva published a post that featured an image of the traffic/skyline of Abbot Kinney Boulevard in Venice, California. The purpose of publishing the post could not be identified. It attracted almost 2,000 likes but only 11 comments. Due to limited data on Illesteva’s Instagram followers on February 10, 2019, we are unable to make any conclusion on whether the post affected its Instagram followers figure.

ILLESTEVA’S INSTAGRAM POST PUBLISHED ON FEBRUARY 15, 2019
Illesteva published a post on February 15, 2019 to promote its new Pamela collection. The post attracted 900 likes and 13 comments only. Due to limited data on Illesteva’s Instagram followers on February 15, 2019, we are unable to make any conclusion on whether the post affected its Instagram followers figure.

ILLESTEVA’S INSTAGRAM POST PUBLISHED ON FEBRUARY 16, 2019
On February 16, 2019, Illesteva published a post that featured an image of Hailey Bieber wearing its Milos sunglasses. The post attracted 2,800 likes but only 16 comments. Bieber did not officially endorse the sunglasses or Illesteva on her Instagram account. Due to limited data on Illesteva’s Instagram followers on February 16, 2019, we are unable to make any conclusion on whether the post affected its Instagram followers figure.

ILLESTEVA’S INSTAGRAM POST PUBLISHED ON FEBRUARY 21, 2019
Illesteva published a post on February 21, 2019 to promote its reintroduced limited edition Wynwood III glasses. The post attracted 3,600 likes but only 56 comments. Illesteva’s Instagram followers dropped by 1 from the 20th to the 21st.
                               

ILLESTEVA’S INSTAGRAM POST PUBLISHED ON FEBRUARY 24, 2019
On February 24, 2019, Illesteva published a post that featured an image of Meghan Markle wearing its York Tortoise sunglasses. The post attracted 4,600 likes and 59 comments, which made it the most engaged post in February 2019 based on the number of likes and comments. Markle did not officially endorse the sunglasses or Illesteva on her Instagram account. However, Illesteva’s Instagram followers grew by 1,433 from the 23rd (310,719) to 28th (312,064). The peaked growth was 688 followers from the 24th (310,996) to the 25th (311,684). The four-day followers’ growth streak was likely driven by the “star power” of Markle.