This study is a case study of rational, emotional, and transactional content on an Instagram account. The primary purpose of the study is to investigate which type of content generates high user engagement on Instagram and how it can be linked to information architecture. The study is based on previous research that shows rational content generally tends to engage the most on social media. The methods used in the study included categorizing posts on an Instagram account and conducting a survey among respondents. The survey experiment was analyzed using a MaxDiff analysis to observe and understand users preferences in relation to the different types of content. The results showed that transactional content engages the users most, which contradicts the previous research. This means that users tend to react most positively to content that conveys fact-based arguments and functional benefits. The conclusion is that companies should be aware of which type of content engages the most on Instagram in order to interact and build a good relationship with their followers. To create a functional information architecture, it is important to understand how users and content interact with each other on social media platforms. This study helps illuminate this interaction by linking content types with the information architecture model. By understanding user preferences, companies can tailor their content to increase engagement.