Typology of content and degree of adaptation to the trends in brand communication on Instagram of the main Spanish fast food companies

Abstract

In recent years, social networks have become a fundamental part of the lives of millions of people. We could even speak of a revolution when it comes to understanding the new interaction relationships that, through screens and smartphones, have been generated: between people, and between people and brands, all of them users of social networks. This article develops its object of study through the analysis of the typology of content, and its degree of adaptation to the marketing trends in social networks, used by the most relevant Spanish fast food brands through Instagram. First, the usual practices and types of content in brand communication through Instagram are presented, which have been previously identified by reference sources in the field of digital marketing. Subsequently, we proceed to analyze and catalog the content published by the Spanish accounts of Burger King, McDonald’s and Telepizza, as the main fast food reference brands in Spain, during a given period of time and based on established reference criteria. To this end, the 20 publications made prior to May 1, 2024 by each of the accounts analyzed will be considered. The results and conclusions will seek to determine whether the content published by the brands has followed the content creation guidelines established as optimal by the expert bibliographic sources consulted.