Jornalismo local no Instagram: formatos, estratégias e dinâmicas de circulação de notícias em perfis jornalísticos do Cariri.

Abstract

This study analyzes the use of Instagram as a platform for the circulation of journalistic content by local news outlets in the Cariri region, considering visibility dynamics and engagement-related metrics associated with post performance. It aims to understand how the outlets Miséria, No Cariri Tem, and News Cariri use the platform to distribute news content and how formats, themes, and engagement strategies relate to reach and interactions. The research adopts a qualitative and descriptive approach, supported by quantitative data, based on the analysis of 90 posts (30 from each outlet) collected from their official profiles between October 1 and December 31, 2025, excluding promotional or institutional posts not directly related to journalistic practice. The posts were organized in a spreadsheet and classified into analytical categories, including format, theme, engagement strategies, and performance metrics (reach, likes, comments, and shares). The findings indicate that the outlets adapt language and presentation to Instagram’s features, with emphasis on audiovisual formats and the use of calls to action that encourage interaction; moreover, thematic priorities and publishing strategies vary across profiles, and the isolated use of resources such as hashtags does not, by itself, ensure high performance. It is concluded that Instagram influences the circulation of local journalism by shaping choices related to content production and distribution, within the limits of the time frame and corpus analyzed.