Informative reels on Instagram in the face of new ways of reporting to attract new audiences

Abstract

In recent years, the current media ecosystem has been transformed owing to the adaptation to digital media, affecting all genres and audiovisual formats. As a result, from the point of view of participation, the viewer-user has acquired an unprecedented protagonism owing to the possibility now offered by social networks. The informative genre, far from turning its back on this reality, has allied itself with it and is exploring new ways of reaching audiences, and one of the latest trends has to do with informative television channels and the use of Instagram reels. This research focuses on the case of RTVE Noticias (@rtvenoticias), with the purpose of analyzing the use and communication strategy that they make of Instagram reels on this platform, precisely because it is the feature that has achieved more popularity of late. The findings show that RTVE Noticias does not currently have a clear strategy when it comes to informing through this medium, which translates into content being reused from other media without really taking advantage of the narrative potential of the network, resulting in low interaction with followers. The main results obtained allow us to continue a rich academic debate related to the media’s use of social networks from the perspective of information and consumption, mainly among the youngest users.