This study examines how visual and user-generated content affects user engagement training brands' Instagram account. The use of social media has increased in recent years. And it is now an important tool for companies when it comes to reaching out to consumers and engaging with them. But there is still a big knowledge gap when it comes to how information architecture model favorable engagement is achieved. This study aims to fill this knowledge gap by using the to find out which kind of content generates the most engagement in the shape of likes on the Instagram post. This study uses a combination of qualitative and quantitative collection methods to analyze how the relationship between content, context and user work together to create a favorable information ecology. The study was conducted through semi-structured interviews. And content analysis on selected companies' Instagram accounts. The results showed that users are more likely to engage with a company in a context they find trustworthy. The study also shows that companies should focus on a brand's related content. With a strong focus on their products. They should also avoid content that is time consuming for the users.