Estratégias de engajamento e produção de conteúdo no Instagram: uma análise dos perfis de fãs de Audrey Hepburn

Abstract

This work aims at analyzing the engagement, strategies and content creation in the profiles of Audrey Hepburn's fans on Instagram. It establishes a relation between the different strategies of content creation, which are identified through the analysis and interactions of the followers to understand how the several ways and formats of publications impact on the post results. The research also seeks to reflect upon the participatory culture in social media and the engagement level of fans in this scenario. The 2020 top three most engaging posts of the five biggest profiles of the actress’s fans on Instagram worldwide were analyzed in a mixed analysis method, techniques of Content Analysis, Relational Analysis and Engagement levels. Based on the material selected, the characteristics of these posts were observed using the technique of categorization aiming at establishing possible relations of interaction of users to the performance of posts. To investigate the engagement of fans, the comments were analyzed to observe movements of conversation and the engagement level of community users. A methodological use software was developed in order to verify the recurrence of words and users who had most comments on posts. Based on this information, the work presents a multimethodological analysis of content and engagement strategy from the segmented profiles, highlighting that followers may interact in several ways and levels of profundity with a certain topic and with other community members of the community that has Audrey Hepburn as an icon. The results showed that engagement is encouraged through strategies of content creation to a specific and segmented audience and that the posts should promote interaction. It is observed that the quantity of followers is not a determinant factor for a profile to be engaging. It requires a set of strategies that encourage deeper levels of engaging, which demands a greater effort by the user. The analysis points to a presence of affection and individuality in the interaction provided by the participatory culture.