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Abstract
This research analyzes graphic design as a strategic communication tool on the Instagram platform and its relationship with engagement rates among small and medium-sized enterprises (SMEs) in Quito, Ecuador. The study arises from the need to understand how visual elements used in digital content are associated with interaction metrics in an environment characterized by high information saturation and the centrality of images as a communication resource. To this end, a mixed methodological approach was adopted, with a descriptive correlational scope and a non-experimental cross-sectional design, combining the analysis of engagement metrics on the Instagram accounts of SMEs selected through non-probabilistic convenience sampling with interviews with experts in graphic design and strategic communication. The results show patterns of association between visual consistency, the aesthetic quality of posts, and observable levels of interaction, without establishing causal relationships. Similarly, qualitative analysis complemented these findings with expert assessment of graphic design as a communicative component. It is concluded that graphic design is a relevant element in the management of digital communication by SMEs on Instagram, providing information for future research aimed at deepening the analysis of engagement from a visual and strategic perspective.
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