Análise e aplicação de estratégias de marketing no Instagram para maximização do engajamento de postagens científicas

Abstract

This work presents a detailed analysis of the digital marketing strategies implemented on the @demaufscaroficial profile on Instagram. Through the collection and analysis of quantitative data, various aspects of digital marketing were evaluated, ranging from understanding the characteristics of the profile under study, the effectiveness of organic and paid posts, the impact of different types of content, and the importance of metrics and audiences for generating insights. One of the main analyses carried out was to verify the effectiveness of organic marketing in establishing an engagement base and the relevance of paid boosting to expand the reach and visibility of posts. Through this analysis, it was found that the use of well-crafted creatives and targeted content, along with efficient segmentation strategies, resulted in a significant increase in audience interaction with scientific content. The importance of metrics for interpreting the performance of boosting and understanding areas for improvement for future actions was also highlighted. The study concluded that the implementation of digital marketing practices on Instagram was fundamental for maximizing the engagement of scientific posts, aiding in broader and more accessible access to science. Furthermore, this study reinforces the important role of social networks, especially Instagram, as powerful platforms for communication and dissemination of scientific content, paving the way for the use of digital marketing for educational and research purposes.