Análisis de contenido cultural al perfil de Instagram ´Soy Llanero’.

Abstract

The objective of this essay is to analyze the cultural content of the Instagram profile "Soy Llanero", evaluating how content marketing strategies, especially storytelling, are used to educate, preserve and promote the Llanero culture. This analysis is part of a mixed research that combines quantitative and qualitative methods to offer a comprehensive vision of the impact of the profile on its audience. The justification for this study lies in the need to understand how social networks can be effective tools for cultural promotion and strengthening the sense of belonging among the inhabitants of a region. "Soy Llanero" is presented as a relevant case study due to its success in creating content that resonates with the cultural identity of the Orinoquía, and its ability to attract and maintain an engaged audience. The methodological framework of the analysis includes detailed observation of 70 posts made in the first five months of 2024, using social media analysis tools to measure metrics such as follower growth, engagement rate, and post reach. In addition, a qualitative analysis of the content was carried out to evaluate the effectiveness of storytelling and interaction with the audience. The main conclusions of the essay highlight that the "Soy Llanero" profile has achieved significant growth in followers and a high participation rate, evidencing the effectiveness of its content strategy. The use of storytelling has not only served to entertain, but also to educate the audience about key aspects of llanera culture. It is proposed, as a future projection, the creation of a chair in educational institutions based on the contents of the profile, with the objective of recovering and strengthening the culture and sense of belonging of the region.