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The Relationship Between Content Typologies and Brand Engagement on Instagram

2024; IGI Global; Linguagem: Inglês

10.4018/979-8-3693-4195-7.ch012

2327-5529

Bárbara Domingues, Jorge Remondes,

Asian Culture and Media Studies

This chapter aims to analyze the relationship between types of content and brand engagement on the social network Instagram, using the official Futebol Clube do Porto account as a case study. Task-oriented, informative, remunerative, and entertainment content was analyzed and related to the metrics that measure brand engagement (likes, comments, impressions, e-score), using the Futebol Clube do Porto account as a case study. It was found that the entertainment category is the one that stands out, as it has the highest percentage of engagement. It was also found that remunerative content was highly favored. Informative content proved to be the most neutral of all. The content that doesn't hold users' attention is task-oriented. It can be concluded that, although there are disparities in the levels of interaction between the various types of content, they all play a very important and necessary role in a good marketing strategy.