The purpose of this study is to research the influence of the different post formats of various food-type accounts on Instagram and their influence on the level of fan engagement, so as to provide a more accurate market positioning for food-type account operators. A total of 455 valid questionnaires were obtained by questionnaire survey. The results of the study found that the information provided and fans' involvement in this type of accounts will affect fan engagement. Moreover, providing opinions and suggestions based on the research results, hoping to offer a reference for the manage direction of Instagram food-type accounts in the future.