Mães no Instagram: estratégias de conteúdo de influenciadoras digitais

Abstract

This paper presents an analysis of maternity content on Instagram and its strategies applied to the influencer marketing market in Brazil. In this context, the figure of digital influencers has proven to be a fundamental part of the market's growth through the production of content on social networks. This is a bibliographical research, with a qualitative and quantitative approach through a multiple case study about posts on the social network Instagram by Isabela Oliveira Reis, Anna Bárbara Jannuzzi and Maria Júlia Mendonça, in order to identify which communication strategies are applied to the content of these influencers on Instagram. Thus, the analysis of a total of twenty-two posts on the profiles of the three influencers is presented, inferring, from specialized reading, which strategies they have in common to remain active on the social network. It is concluded that content production has shaped influencer marketing in the way the influencer-audience-brand trinomial interacts, showing a professionalization that deserves attention from academia, in order to deepen studies in Communication and present in the classroom updated perspectives of this market in which we are inserted personally and, especially, professionally.