The Transformation of Digital Video Formats on Instagram and Their Impact on Brand Interaction and Communication

Abstract

Digital transformation has changed how communication between a brand and its audience is developed, especially on Instagram. Consequently, the evolution of video formats has been a key aspect of brand visibility and positioning. Considering this context, it is important to analyze how these changes have influenced user relationships, content creativity, and the construction of digital positioning. Therefore, there is a need to explore in depth the evolution of video formats on Instagram and their impact on brand communication strategies. Especially, it is essential to understand how brands have adapted to these changes and how these formats influence audience engagement, the consolidation of their brand identity, and their positioning within the digital environment. The methodology adopted a mixed-methods approach, combining quantitative and qualitative techniques to analyze how video formats on Instagram influence brand communication. The study is correlational, non-experimental, and cross-sectional, examining variables such as interaction, content authenticity, and brand perception. The population includes communicators and digital creators. Interviews, social media metrics analysis, and secondary data will be used. This research aims to understand how brands align with audiovisual trends and platform best practices to achieve a stronger connection with their audience, and to adjust their strategies for more meaningful positioning. It is essential to analyze this adaptation and how it aligns with their digital communication.