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If you follow National Geographic on Instagram ( @natgeo ), then you are well aware they post multitudes of pictures every day depicting everything from animals to people to nature and more. But what do their followers really want to see? After analyzing user engagement, I learned that National Geographic is most successful when they post about animals; and is not-so-successful when they share images of people. The following analysis describes how to measure and predict user engagement, and provides insights into how these results can be used by brands to increase engagement on social media. Findings The 500 most recent posts to @natgeo's Instagram were analyzed to determine what their followers are most interested in seeing. Each image was run through a visual recognition software to obtain a list of labels describing the contents of each picture. Below you can see an example post from @natgeo's Instagram and the associated caption and im age labels. Caption: Photo ...