Exploring the dynamics of information content and consumption on Instagram in the context of Chilean youth

Abstract

Social media has changed the way the media presents information to its audiences, giving greater power to visual appeal to attract and interact with users who are increasingly active in content production. New consumers show a clear preference for engaging, short-form digital content; therefore, this study examines Instagram as a source of information alongside its inherent entertainment value, given that the platform has seen the fastest growth in user numbers in recent years. The mixed-methods approach incorporates content analysis of Chilean media posts on Instagram and a non-probabilistic survey of young people regarding their news consumption habits on social media. The findings show that, while the media have managed to maintain their digital presence, they are not yet in tune with what users expect, as these users are active on social media and show interest in engaging with news in these spaces. It is concluded that the value proposition for the media lies in building loyalty and creating communities; therefore, they must rethink the role of social media beyond that of mere intermediaries between websites and audiences, but rather as a new space for interaction, connection, and participation, aligning with the expectations of their followers and the profession’s quality standards.