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Instagram as a Cultural Promotion Channel in Ibero-America

Abstract:

Instagram is a social media platform that revolutionized the way users share and consume visual content. It is an effective platform for creatively, innovatively, and effectively promoting culture, representing an opportunity for cultural promotion agencies to connect with their audience in new and exciting ways. Through a descriptive-correlational study, this research aims to comparatively analyze what government agencies in Ibero-American countries are doing on the social media platform Instagram, using the communication 2.0 evaluation model on social media. The evaluation of communication 2.0 during 2021 and 2022 shows that some countries perform better than others in terms of presence, growth, activity, participation, and engagement on the social network. Argentina and Peru achieve high scores in several parameters, suggesting effective communication and engagement with their Instagram audience. On the other hand, Costa Rica, Uruguay, and Venezuela receive low scores, indicating potential areas for improvement in their social media communication strategy.