Depicting more or less action? How motion density influences user responses in social media marketing

Research shows that users are more likely to engage with brand communication on social media when posts feature images of people, animals, or objects in motion. We argue that a comprehensive account of implied motion must also consider motion density—the number of distinct actions depicted within an image. A content analysis of 7,142 Instagram posts from 100 global brands reveals that posts receive more likes when they contain images depicting a single action, compared to multiple actions. A follow-up experimental study (N = 503) explains this effect. Images with multiple actions are perceived as messier and more difficult to process, ultimately reducing user interaction. Our research advances advertising literature by showing that audience responses depend not only on the presence of motion but also on how many actions are depicted. Practically, single-action (vs. multiple action) images elicit more user interaction, indicating that simpler visuals outperform more complex ones.