As estratégias de marketing no instagram e seu segmento como uma abordagem para o futuro: um estudo sobre a biblioteca comunitária jornalista Carlos Castello Branco

Abstract

It addresses marketing strategies on Instagram and its segment as a perspective for the future, focusing on the case study of the Carlos Castello Branco Community Library. Its general objective is to analyze the perspectives on marketing strategy at the Carlos Castello Branco Community Library with a focus on Instagram to promote its services. It explores how digital marketing can be used as a strategic tool for libraries on Instagram, through a qualitative approach that integrates literature review and case study. It analyzes, through a questionnaire, the use of the application as a digital showcase to advertise services, promote events and engage users, investigating the impacts of posts through metrics such as reach and engagement. It identifies that the library should explore tools such as stories, polls, question boxes and reels, with standardized and attractive content to strengthen the relationship with the community. It demonstrates that Instagram marketing is efficient in increasing the visibility of the library, promoting dynamic interaction and dissemination. It points out that strategies such as the creation of personalized content, the promotion of cultural events and the use of interactive tools enhance the impact of the actions carried out. It concludes that the use of Instagram combined with digital marketing practices represents a viable and necessary alternative to democratize access to information and bring libraries closer to their users, inaddition to contributing to the field of Librarianship by highlighting how social networks can be strategically applied to strengthen the role of libraries in contemporary society.