Estratégias de marketing em redes sociais: contribuições do Instagram para a visibilidade, o engajamento e o desempenho comercial da Pipoca Papelaria

Abstract

The growth of social media has transformed how companies relate to consumers, making digital marketing an important strategy for strengthening brands and expanding business opportunities. This research aimed to analyze how the digital marketing strategies adopted by *Pipoca Papelaria* on Instagram contributed to its visibility, engagement, and commercial performance from 2020 to 2026. This is a qualitative case study of an interpretivist nature, based on documentary research, analysis of Instagram Insights metrics, and reflective observations stemming from the researcher's role as the company's manager. Data analysis was conducted inductively, using triangulation between different sources of evidence to understand the evolution of digital marketing strategies and their impact on the organization's digital presence. The results showed that the adoption of a standardized visual identity, the diversification of content formats, the execution of promotional campaigns during holidays, and the use of the features offered by Instagram contributed to increasing brand visibility, strengthening consumer relationships, and boosting follower engagement. Although the company does not have systematic quantitative sales records for the entire period analyzed, the qualitative evidence indicates that digital marketing strategies were associated with the company’s periods of highest commercial