Longitudinal analysis of Instagram use in Spanish universities

Abstract

Introduction: Universities need to strengthen their brand image by initiating a transformation that incorporates new means of communication. Digital social media, as fast and effective channels for communication and dissemination, have become ideal for identifying and addressing the needs of current and potential students, as well as other stakeholders. The aim of this study is to analyze and evaluate how Spanish universities use Instagram for their strategic communication and to offer the scientific community a solid and replicable methodology to study other contexts. Methodology: This is an eminently quantitative, longitudinal and comprehensive study, as it analyzes 165,497 posts from 89 Spanish university accounts posted from 2012 to 2024 using tools related to the Big Data paradigm: Social Network Analysis, Machine Learning and Artificial Neural Networks. Results and Discussion: The results show that the digital activity of the accounts is consolidating, but not all of them achieve the same acceptance by the digital audience. Therefore, the marketing strategies of those accounts with a low Engagement Rate should be adjusted. The hashtags used allude to a sectorial and collegiate register, mainly educational and/or scientific. However, there is one main topic that generates social consensus in the university community: equality between men and women. Likewise, the conversation takes place in neutral or positive terms, with an absence of polemics and polarization. Conclusions: The study contributes a replicable analytical model for assessing the strategic use of social media by universities or similar institutions.