Plan de contenidos en Instagram para la empresa Marathon Sports dela ciudad de Quito para el cuarto trimestre del 2025

Abstract

Abstract:This research project presents an Instagram content strategy for Marathon Sports in Quito, designed for implementation during the final quarter of 2025. Its main objective is to boost digital engagement and strengthen the brand s connection with young adults aged 20 to 30. Through a communication analysis, including audits, surveys, and interviews, Instagram was identified as the platform with the greatest potential compared to the brand s other channels. The study is descriptive, non-experimental, and employs a mixed-methods approach. Findings reveal a need to enhance content consistency and implement an editorial calendar with measurable goals. The proposed concept, Move with Style, combines sports and fashion to deliver relevant messages that resonate with the target audience. The strategy is built around SMART objectives, aiming to increase engagement by 15% and followers by 3% within 60 days. To achieve this, the plan prioritizes the use of reels, stories, and carousels, along with collaborations and ongoing performance evaluation. The proposal is both viable and sustainable, leveraging the company s internal resources to cultivate a stronger and more creative digital community.