Narrativa visual en Instagram de las marcas líderes de maquillaje en Ecuador

Abstract

Abstract: This study analyzes the visual narrative of the Instagram publications of two leading makeup brands in Ecuador; Yanbal and Avon. It has a descriptive qualitative approach where the posts issued in December were analyzed. The work was divided into two stages; the first focused on analyzing the narrative and visual composition and the second on knowing similarities and differences. It has different strategies since Avon highlights the benefits of its skin care products, while Yanbal focuses on makeup tips and life lessons through influencers. The diversity of content evidences the need for balance between direct promotion and emotional connections. Both brands use effective visual principles, but greater diversification and more elaborate storytelling is recommended for Avon. Interactivity and continuous adaptation to trends are essential. It is suggested to explore new visual strategies and evaluate the use of symbols to enhance the connection with the audience. These recommendations seek to strengthen the presence on Instagram, adapting to changing expectations and maximizing visual impact.