Engajamento e proteção animal : um estudo de caso do perfil de Instagram da ONG "Proteção Animal Mundial"

Abstract

The growth of Instagram as a communication channel has transformed the way non- governmental organizations (NGOs) relate to their audiences, turning the platform into a strategic space for awareness, mobilization, and the strengthening of social causes. This paper aims to study the digital communication of Proteção Animal Mundial Brasil (World Animal Protection Brazil) on Instagram, identifying the communicational strategies present in its posts and their relationship with the platform's performance indicators. This is a case study, developed from the analysis of 115 posts published on the organization's official profile between January and March 2026, categorized by format, institutional campaign, and cover type, and related to indicators extracted through the Emplifi platform. The results show that post format has a significant influence on performance, with reels outperforming carousels and static posts across all metrics analyzed, and that posting frequency alone does not determine the reach and engagement of content. It is concluded that Instagram has established itself as a strategic space for mobilization and relationship-building between the organization and its audiences, in which choices related to format, theme, and design play a central role in expanding the reach of the animal protection cause in the digital environment.