Comunicación y engagement en Instagram de las plataformas de televisión a la cartaNetflix, HBO y Movistar+

Abstract

Purpose: The main objective is to determine how the television a la carte platforms connect with their followers through the social network Instagram and if they succeed, based on the hypothesis that the three platforms have defined their digital strategies and have a great interaction with users, as part of their communication and engagement actions. Design / Methodology / Approach: Quantitative methodology is used through a review on Instagram, in which different variables are established for the joint and comparative analysis of the three platforms. Results: The results highlight that each platform has a differentiated strategy on Instagram. Likewise, it is concluded that there is no key strategy for the success of a social network, but each of the profiles must bet on building their own particular style and strategy. Limitations / Implications: Social networks are a whole world and without a doubt they coexist with us forming part of our lives, and, probably, over the years, the different technological evolutions, the appearance of new social networks or changes in current ones, digital strategies that exist now, will vary and very likely there will be an expansion of the present possibilities. Originality / Contribution: It is a contribution that deepens the use of one of the most used social networks and details the strategies that successful platforms apply as part of their actions for communication and engagement.