Marketing Digital: o instagram como estratégia de divulgação em biblioteca universitária

Abstract

As digital marketing evolves, Instagram emerges as a tool that enables the promotion of services and products, which can be used by institutions such as university libraries without generating cost of use. Observing this reality, the research was motivated to answer the following question: how can Instagram be an effective digital marketing tool for the University Library of Human Sciences of the Federal University of Ceará? In order to answer our question, we have established the following objective: analyze the use of Instagram as a digital marketing tool, exploring its strategies to increase visibility and attract new users to the University Library of Human Sciences at the Federal University of Ceará. The methodology was an exploratory and descriptive study, with qualitative-quantitative analysis of the profile of the library on Instagram in the period from 2021 to 2023, analyzing the categories according to the marketing fundamentals: profile photo, biography, Frequency of posts and nature of the content. When analyzing the results according to the fundamentals of marketing, it is evident that Instagram can be considered an effective tool for promoting the services offered by the library. In addition, the analysis demonstrated the need for improvements in visual identity, consistency of posts and use of platform functionalities. It is concluded that Instagram is an accessible tool to increase the visibility of university libraries, if used systematically and with an established quality standard.