Marketing de contenido en la comunicación política de los candidatos presidencia-les del Ecuador en instagram 2021-2024.

Abstract

Political communication has been adapted to all media outlets, including social media. Instagram is no exception because it is one of the fastest growing networks in the world and in Ecuador. The objective of the research is to know the impact of content marketing related to political communication on Instagram of the four most voted presidential candidates in the 2021 elections in Ecuador. 569 publications were collected on which several study models were selected on the basis of a bibliographic review, thereby raising qualitative and quantitative variables: frequency of publication, types of content and level of engagement generated. Xavier Hervas is the candidate with the most shared publications, using mostly political content, followed by citizens and intimates, obtaining with these strategies the highest level of engagement within the study. It should be noted that Hervas is a candidate with no political trajectory who excelled in the election with a 4th place obtaining 15.68% of votes, something that had not happened in Ecuador 15 years ago. The results show that despite being a careerless politician he manages to create a large community on Instagram for his brand that ends up backing him up in the election. It means that content marketing has a direct impact on political communication in a positive way if it is possible to adapt to a correct communication plan.