Особливості цифрової комунікації в Instagram

Abstract

The article discusses the main aspects of communication on Instagram, focusing on how the social network has transformed from a platform for entertainment into a powerful tool for business and social activity. Special attention is given to the visual elements of communication, such as photos, videos, Reels, and Stories, as well as the importance of emotional engagement with the audience. The authors analyze the advantages and risks of Instagram, including "pseudo-communication" and social pressure arising from dependence on approval. Additionally, the role of social responsibility of brands and organizations on the platform is explored. The article emphasizes the importance of a strategic approach to communication on Instagram.