Visual influence and consumer intent: A literature review on Instagram post dynamics in OTT marketing

Abstract

In the rapidly evolving landscape of digital entertainment, Instagram has emerged as a dominant platform for Over-the-Top (OTT) content marketing, leveraging its visual affordances, influencer culture, and algorithmic amplification to shape consumer behavior. The review article systematically synthesizes recent literature (2020–2025) to explore the role of Instagram post dynamics in influencing consumer engagement and subscription intent within OTT contexts. Drawing upon theoretical frameworks such as the Elaboration Likelihood Model (ELM), parasocial interaction, FOMO, and source-product congruence, the study examines how content format (e.g., reels, carousels), influencer attributes, aesthetic strategies, and psychological drivers converge to affect user behavior. Findings emphasize how visually engaging formats and real influencer partnerships greatly improve consumer trust, emotional connection, and call-to-action performance. Platform-specific tactics employed by established OTT leaders like Netflix, Disney+, and Amazon Prime demonstrate the strategic benefits of localized content, micro-influencer collaborations, and in-time user interaction. New trends like AI-powered post creation, AR/VR immersive campaigns, and cross-platform behavioral segmentation portend a new paradigm in OTT content marketing and consumption. The review distills a number of gaps in the research that these trends imply, including longitudinal consumer behavior studies, ethical assessment of influencer marketing, and experimental investigation of visual persuasion. Such gaps imply stringent future scholarship directions. Generally, the review adds an in-depth conceptual framework for grasping Instagram's contribution to OTT promotion and provides practical recommendations for marketers looking to maximize content strategy in an increasingly competitive and visually dominated digital environment.