Exploration of how Zoos are using Instagram to further their Conservation Education and Efforts

Abstract

This study explores how and the extent to which zoos are using Instagram as a platform to further their conservation efforts. Document analysis of six zoos' Instagram posts and interviews with museum professionals in charge of posting to the zoo's social media platforms, specifically Instagram, were the two methods employed in this study. The interview results suggested that conservation messaging was not a main priority when posting to Instagram. Rather, zoos' priorities were to build connections between animals and their audiences, drive attendance, and educate their followers when possible. However, when analyzing Instagram posts, conservation-related posts were the third most frequently posted theme, behind anthropomorphic and general posts. Of the conservation-related posts, the most frequent types were educational and action-oriented posts. Educational posts and posts that provided action-oriented steps for audiences to take related to a specific conservation initiative received the most likes out of the conservation-related posts. The results of this study show how zoos and other conservation organizations can utilize Instagram to create greater impact and longevity in their conservation efforts.