Owned media, influencer marketing, and unofficial brand ambassadors: differences between narratives, types of prescribers, and effects on interactions on Instagram

In the current era of the attention economy, users find themselves in social networks over-saturated with advertising that tends not to catch the public’s attention or have great credibility. In this sense, brands are trying to get closer to their audiences by using non-invasive, user-generated storytelling strategies with a more natural and experience-focused message. This research aims to compare which narrative elements used by the official accounts of 5 Ibero-American nation brands on Instagram and by the users (UGC) of hashtags promoted from those official accounts generate greater organic interaction on that social network (likes and comments). With a correlational view, we seek to compare whether the promotion of countries generates greater interaction between those generated by owned media and by users (UGC). For this purpose, two analysis sheets were designed and validated to perform quantitative, descriptive, and correlational content analysis and were applied, on the one hand, to 5 official profiles of Ibero-American countries (Argentina, Ecuador, Mexico, Panama, and Venezuela) and on the other hand, using the hashtags promoted from these official accounts, the 100 posts of user-generated content (UGC) with greater relevance according to the platform were chosen. The main results show that Reels reach almost five times higher than any other type of posts in UGC accounts, while on the contrary, in corporate accounts, they are the types of content with the least interactions. Unlike what one might think, contests (giveaways) on official accounts generated fewer likes and social responsibility content, and posts featuring influencers and celebrities also failed to achieve significant interactions. Overall, official accounts generate the same amount of likes as UGC but significantly fewer comments. Brands only outperform UGC in likes in individual Photographs or Photo Rolls, while UCG outperforms brands in Reels for both metrics.