Social media in general and Instagram specifically has evolved quickly over time. Thanks to this, companies have taken the opportunity to get an easier access to a marketing segment that not only can give visible engagement that could enhance their marketing or branding, but also gives the users a communication channel that easily creates a relationship with the companies. This visible engagement is mostly measured in numbers regarding the amount of followers, likes and comments. What is controlling and/or affecting these numbers is studied by a quite new communicational field, in the wake of social media, its marketing and relational input. This study spreads some light over which elements that can see enhance, and weaken, this engagement regarding visual and textual factors. Through a content analysis method, the 30 latest Instagram posts of three companies within the sustainable area and with similar criterias, such as the amount of followers and having a personal webshop, were analysed. The content analysis result gave a heterogenic group of categories, that not only are distinguished by their different elements but also by the way the companies publish their posts. The genre of the companies (sustainability) is thereby not enough to give a homogenic answer to what creates a high engagement on Instagram, which a number of scientists have stated in previous studies. Social media engagement is thereby something that needs to be looked at even more to find what creates engagement.