Digital marketing on Instagram: more than content, it's relationships!
Posted: Mon Jan 20, 2025 8:22 am
Integrated Communication , Digital Marketing , Posts About Media and Social Networks
The term “ content marketing ” refers to the creation of high-quality, relevant, and valuable content designed to attract leads and engage customers. Its core function is to stimulate curiosity, meet needs, establish credibility, and communicate authentically, rather than inhibiting audiences with direct ads that often “hit the skip button.” This process is an essential part of a broader digital marketing strategy called inbound marketing .
However, content marketing doesn’t always reach the level of relationship marketing . This is because users often feel overwhelmed by too much information and yearn for the closeness that used to zalo database the early days of Instagram, when it was common to see people sharing simple moments like lunches and dinners.
The question is: how do you balance content marketing so as not to harm your relationship with leads? That’s what we’ll explore in this blog post.
Instagram: from socialization to aspiration in digital marketing
Instagram started out as a platform for sharing everyday photos and connecting with friends and family. However, as it grew, it incorporated new features that changed its use. Today, according to Business Insider, one of the most respected news and business sources in the world, the network is more a space for inspiration than for socializing. In other words, people now use the network to get information, discover new places and even shop.
In fact, a large part of Generation Z already replaces Google with social networks such as TikTok and Instagram when doing their research.
This transformation has significantly benefited digital marketing, but it is essential to understand that Instagram, as one of the main marketing platforms, is also the place where people seek inspiration based on real people, whether it be friends, influencers or companies that invest in authentic content that is close to the public. This generates affinity, identification, and an additional reason for interest.
Static and impersonal content: a threat to your relationship with your target audience?
In the quest for humanized digital marketing, creating static and impersonal content on Instagram does not necessarily become obsolete, nor does it pose a threat to your communication. The only point to keep in mind is the following: it is not enough to throw data and facts on the screen; you need to create a connection with the person on the other side. How do you do this? Simple: use elements that show your brand's personality, such as colors, images, emojis and even memes. This way, you can engage your audience in an authentic and fun way.
How to create more humanized content for social media
Humanized digital marketing aims to establish an emotional and authentic connection between the brand and the audience through relevant and personalized content, based on emotion, empathy and ethics. Studies indicate that this strategy can result in greater trust, loyalty, satisfaction and recommendation from customers, strengthening the brand image and differentiating it from the competition.
Especially in today's times, when a significant portion of content producers for social networks are using and abusing artificial intelligence, without giving that essential human touch.
Read also: Will artificial intelligence replace people?
To implement humanized content marketing, it is essential to know the target audience, tell engaging stories, use accessible language and interact with the audience.
Humanized digital marketing: 2 tips for creating relationships on Instagram
Making your communication more human on Instagram is not something out of this world, and you can achieve this by following these tips:
Create a mascot character, whether animated or puppet, that represents the brand's personality and values. An example of our case is the mascot Galinho, from the Galeto Grill restaurant.
Example of 3 posts from the client O Galeto Grill containing the mascot, the rooster, and 3 posts containing photos of dishes and commemorative dates.
Partner with digital influencers who have an affinity with the brand and its target audience. A good example is our client Dover Roll , which always partners with various influencers to boost the digital marketing of its products.
Show someone who talks about the brand's products or services in a more intimate, sincere and fun way. This person could be an employee, a customer or a brand representative, who demonstrates how the products or services can be used in everyday life, highlighting their benefits, advantages and innovations.
The term “ content marketing ” refers to the creation of high-quality, relevant, and valuable content designed to attract leads and engage customers. Its core function is to stimulate curiosity, meet needs, establish credibility, and communicate authentically, rather than inhibiting audiences with direct ads that often “hit the skip button.” This process is an essential part of a broader digital marketing strategy called inbound marketing .
However, content marketing doesn’t always reach the level of relationship marketing . This is because users often feel overwhelmed by too much information and yearn for the closeness that used to zalo database the early days of Instagram, when it was common to see people sharing simple moments like lunches and dinners.
The question is: how do you balance content marketing so as not to harm your relationship with leads? That’s what we’ll explore in this blog post.
Instagram: from socialization to aspiration in digital marketing
Instagram started out as a platform for sharing everyday photos and connecting with friends and family. However, as it grew, it incorporated new features that changed its use. Today, according to Business Insider, one of the most respected news and business sources in the world, the network is more a space for inspiration than for socializing. In other words, people now use the network to get information, discover new places and even shop.
In fact, a large part of Generation Z already replaces Google with social networks such as TikTok and Instagram when doing their research.
This transformation has significantly benefited digital marketing, but it is essential to understand that Instagram, as one of the main marketing platforms, is also the place where people seek inspiration based on real people, whether it be friends, influencers or companies that invest in authentic content that is close to the public. This generates affinity, identification, and an additional reason for interest.
Static and impersonal content: a threat to your relationship with your target audience?
In the quest for humanized digital marketing, creating static and impersonal content on Instagram does not necessarily become obsolete, nor does it pose a threat to your communication. The only point to keep in mind is the following: it is not enough to throw data and facts on the screen; you need to create a connection with the person on the other side. How do you do this? Simple: use elements that show your brand's personality, such as colors, images, emojis and even memes. This way, you can engage your audience in an authentic and fun way.
How to create more humanized content for social media
Humanized digital marketing aims to establish an emotional and authentic connection between the brand and the audience through relevant and personalized content, based on emotion, empathy and ethics. Studies indicate that this strategy can result in greater trust, loyalty, satisfaction and recommendation from customers, strengthening the brand image and differentiating it from the competition.
Especially in today's times, when a significant portion of content producers for social networks are using and abusing artificial intelligence, without giving that essential human touch.
Read also: Will artificial intelligence replace people?
To implement humanized content marketing, it is essential to know the target audience, tell engaging stories, use accessible language and interact with the audience.
Humanized digital marketing: 2 tips for creating relationships on Instagram
Making your communication more human on Instagram is not something out of this world, and you can achieve this by following these tips:
Create a mascot character, whether animated or puppet, that represents the brand's personality and values. An example of our case is the mascot Galinho, from the Galeto Grill restaurant.
Example of 3 posts from the client O Galeto Grill containing the mascot, the rooster, and 3 posts containing photos of dishes and commemorative dates.
Partner with digital influencers who have an affinity with the brand and its target audience. A good example is our client Dover Roll , which always partners with various influencers to boost the digital marketing of its products.
Show someone who talks about the brand's products or services in a more intimate, sincere and fun way. This person could be an employee, a customer or a brand representative, who demonstrates how the products or services can be used in everyday life, highlighting their benefits, advantages and innovations.