O Uso da rede social Instagram por estabelecimentos do setor de alimentação em Palmas/TO

Abstract

Using digital marketing efficiently in food and nutrition units plays a strong role in consumer decision making. Thus, the present work aimed to describe the efficient use of the Instagram social network by establishments in the food sector in Palmas/TO. For this, a descriptive and field approach was used, with the application of an observational script in 43 restaurant profiles on Instagram, analyzing the criteria of biography, stories, highlights and feed. Among the main results found, it’s possible to highlight: the use of basic digital marketing by less than half of the analyzed profiles. The items that showed better adhesion by the profiles according to the criteria were: Public and commercial profile; Dish of the day/sale; Customer feedback; Good quality photos, sharp and with good lighting. The items with lower adherence were: Days and hours of operation; Daily life of the company; Transparency in the kitchen regarding the stages of production, food selection, hygiene, choice of producers, or Good Manufacturing Practice; Post about the people behind the scene: professionals responsible for food quality (nutritionist, food engineer, or any other branch with specialization in the area of food quality). In conclusion, it is suggested that establishments better explore digital marketing to encourage engagement, and point out social network platforms as a job opportunity for nutritionists.