O uso do Instagram como ferramenta de engajamento comercial: uma revisão bibliográfica

Abstract

This study investigates the use of Instagram as a tool for business engagement among entrepreneurs, exploring existing literature, key employed strategies, and the effectiveness of Instagram Stories in promoting products and services. The method used is an integrative review, allowing for the inclusion of empirical and theoretical research using qualitative and quantitative methods. Ten relevant articles published in the last five years that met the established inclusion criteria were selected. Findings indicate that Instagram is a powerful platform for business engagement, distinguished by visual communication and interactive features. Effective strategies include creating educational content, using exclusive promotions, partnering with influencers, and strategically employing hashtags and geotags. Research analysis demonstrates that strategic use of Instagram can significantly increase engagement and sales, while also enhancing brand image and customer loyalty. The conclusions underscore the importance of Instagram in the business context, offering valuable resources for entrepreneurs and marketing professionals aiming to maximize results through social media.