September 30, 2026
In the battle for attention: content marketing and organic performance in an independent Instagram magazine
In the Battle for Attention: Content Marketing and Organic Performance on Independent Instagram Magazines
Ana Gleicia da Silva Mello; Marcelo Ramalho
DOI: 10.22167/2675-6528-202602644
Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.
Summary
In a scenario of informational abundance on Instagram, independent digital magazines employed content marketing to give visibility to alternative narratives and minority voices. The study aimed to analyze and compare the performance of organic reach and engagement metrics among editorial categories of an independent magazine on Instagram, from July to October 2025. A quantitative descriptive-comparative approach was adopted, through an instrumental case study. 318 posts extracted from Instagram Insights were analyzed, manually classified into six thematic categories. Data treatment prioritized the median for greater descriptive robustness and distortion reduction. The results indicated relevant differences between the categories, with distinct roles in the editorial strategy, varying in reach, engagement, and follower conversion. The Politics and Entertainment categories showed greater distribution capacity, while Minority Voices demonstrated greater engagement potential at specific moments. Viral content was also identified in the Politics category, in the Reels format, with significantly superior performance. The comparative analysis of thematic categories highlighted the mapping of differentiation editorial strategies for independent media, showing how the distribution of specific content boosted audience involvement.
Keywords: Attention Economy; Engagement; Instagram; Content Marketing.
1. Introduction
The digital landscape is characterized by an immense volume of information, in which user attention has become a scarce and contested resource. According to the “Global Digital Report” (2025), released by We Are Social and Hootsuite, the number of social media users is projected to exceed five point six billion in 2026. In this scenario, Instagram stands out as a platform of great relevance, registering five point five five billion monthly visits and being used by fifty-five point eight percent of active users to stay updated on news and events.
Faced with this informational saturation, digital alternative media find a space to compete for public attention and offer narratives that question the dominant approaches of traditional media (Assis et al., 2017; Lima et al., 2022). These publications, even with limited resources, play a crucial role in giving visibility to minority voices, including women, indigenous peoples, LGBTQIA+, and anti-racist movements (Assis et al., 2017). Some of these digital magazines are classified as “social magazines” because their content is processed by algorithms that identify behavioral configurations and specific user interests (Gonzales and Santos, 2023).
In this context, attention emerges as a central element for the functioning of digital platforms. These platforms employ various strategies, such as notifications and infinite scrolling, to encourage continuous user engagement. The Attention Economy, therefore, is contested through interaction and the use of social metrics, such as likes, followers, and shares, which allow for the measurement of user engagement and keep them connected to the platforms (Alcantara, 2026). This theoretical approach serves as an interpretive lens to analyze the performance of independent digital media on Instagram, understanding the platform’s metrics as indicators of engagement and visibility in an algorithm-driven environment.
To ensure brand relevance amidst the “dictatorship of the algorithm” (Gonzales and Santos, 2023), content marketing emerges as a fundamental strategy. Kotler et al. (2017) define content marketing as an approach focused on creating and sharing valuable and relevant materials for a target audience, with the purpose of attracting, engaging, and strengthening relationships between the brand and its audience. Additionally, Donner (2025) emphasizes that content marketing goes beyond mere publication creation, requiring strategic planning, a deep understanding of the persona, consistency over time, and the generation of real value for the audience.
This study focuses on the content marketing evaluation stage, analyzing the relationship between editorial categories and organic performance metrics on Instagram. Editorial categories represent the different thematic approaches adopted by the magazine to increase its visibility and circulation on the platform. Performance metrics, which include reach, likes, comments, shares, and saves, are understood as empirical indicators of engagement and content circulation. From the perspective of the Attention Economy, these metrics can be interpreted as indirect signals of the capacity of certain content to attract interest and stimulate user interaction in an algorithm-mediated environment.
Given the need to understand how content marketing strategies contribute to the engagement and organic growth of an independent digital magazine on Instagram, this study is justified. The guiding question of the research is: What are the organic engagement patterns observed in the different content categories published by an independent digital magazine on Instagram? Thus, the objective of this study is to analyze and compare the performance of organic engagement metrics among the editorial categories of an independent digital magazine on Instagram, in the period from July 23, 2025, to October 23, 2025.
2. Material and Methods
To meet the proposed objective, a quantitative methodological approach of a descriptive-comparative nature was adopted. This design focused on the observation and analysis of the organic performance patterns of the posts, without the intention of establishing causal relationships or performing statistical inferences. The research was configured as an instrumental case study, according to Gil’s (2017) classification, whose main interest was not limited to the analyzed journal, but rather to the use of content marketing as a differentiation tool in social networks.
The empirical object of the study was an independent digital magazine, located in Rio de Janeiro, which operates in the Brazilian independent media market. Primary data collection occurred directly from the magazine’s profile’s “Instagram Insights” tool, between July 23, 2025, and October 23, 2025. Access to this information was granted with the authorization of the team responsible for the profile, due to the researcher’s involvement with the organization’s social media operations.
The methodological procedure was structured in three main stages. Firstly, the analysis period was defined and content analysis of the posts was carried out. Secondly, the data was categorized. Finally, the third stage involved the processing and analysis of the data for comparing the performance of the metrics.
In the collection stage, data were extracted by downloading the spreadsheet made available by the Instagram platform. Initially, 374 posts were collected in static image and “Reels” formats. The “Stories” format was excluded from the analysis due to its ephemeral nature and the unavailability of access to corresponding metrics.
Inclusion and exclusion criteria were adopted to refine the sample. Posts published within the defined period, belonging to the predefined editorial categories and with complete data for all performance metrics, were included. As a result, 318 posts met these criteria.
Exclusion criteria disregarded posts of an institutional or promotional nature, publications with errors in metric extraction, content that did not fit the editorial categories analyzed, and posts made in collaboration with other profiles. In these cases, metrics such as reach and number of followers per post were not available individually. The views metric was also excluded, as it corresponded to the total number of displays, including repetitions, which made it inadequate for evaluating organic performance.
The classification of the posts was carried out using a hierarchical encoding protocol. The post caption was the primary criterion for classifying the content, as it was the element that best explained the thematic focus. In situations of multiple interpretations or inclusion in more than one category, the analysis of the image associated with the post and, subsequently, the origin of the content on the magazine’s website were used as tie-breaking criteria.
The posts were grouped into six editorial categories. The Politics category gathered content on public policies, citizenship, civil rights, and collective demands. Religion and Spirituality covered themes of faith and spiritual practices, including marginalized religious manifestations. Health and Beauty focused on self-care, mental health, and the promotion of “real beauty”.
The Sports category addressed sports practice as a tool for social inclusion. Entertainment included pop culture, cinema, music, visual arts, digital trends, and cultural events. Finally, Minority Voices encompassed narratives and debates related to feminism, anti-racism, LGBTQIA+ rights, people with disabilities, neurodivergent people, rare diseases, and indigenous peoples.
The data processing was carried out in spreadsheets, using Excel software. Each row of the spreadsheet represented an analyzed post, and each column corresponded to a specific performance metric, such as reach, likes, comments, shares, saves, and number of followers per post.
To measure the performance of publications, the organic engagement rate was calculated, as described by Samora (2021). This metric relates the total interactions generated (likes, comments, shares, and saves) to the reach obtained by each post, being considered more robust by weighting the number of unique accounts that viewed the content, neutralizing algorithmic distortions.
In data processing, the median calculation was adopted instead of the mean. This methodological choice aimed to provide greater descriptive robustness and reduce the influence of extreme values, such as viral posts (outliers), which could artificially inflate the results and distort the representation of the central value of the dataset in each category.
The existence of operational biases inherent in the research was recognized. To mitigate these biases, specific procedures were adopted, such as conducting analyses segmented by content format and internal comparisons. The unobservable nature of algorithmic impulses was explicitly acknowledged, and the temporal delimitation was justified and assumed as a limitation of the study.
Subjectivity in categorization was addressed through coding based on the editorial line and post captions, with a second review step for category definitions to verify classification consistency. A protocol was constructed to guide the use and execution of data collection instruments, ensuring procedural standardization.
3. Results and Discussion
The analysis of content marketing and organic performance of the independent digital magazine on Instagram revealed complex patterns of reach and engagement, reflecting the dynamics of the Attention Economy on digital platforms. The study focused on a magazine from Rio de Janeiro, founded in 2023, with an editorial line focused on themes of social relevance, human rights, and historically silenced voices, such as feminism, anti-racism, LGBTQIA+ rights, atypical individuals, rare diseases, and indigenous peoples. The organization operates independently and decentralized, with volunteer work and an internship program, maintaining a daily updated digital portal. This structure and editorial focus are crucial for understanding the results obtained on the platform.
The magazine’s distribution strategy is multichannel, using its official website, Instagram, TikTok, and a digital edition to attract readers and commercial partners. Institutional data from August 2026 indicated a base of approximately fifty thousand followers on Instagram and ten thousand on TikTok, generating an average of ten thousand eight hundred monthly clicks from direct organic search on the site. These numbers suggest that users actively seek out the publication, which, from a content marketing perspective, demonstrates the relevance and perceived value of the material offered (Kotler et al., 2017).
Demographic profile of followers
Mapping the demographic profile of followers is fundamental for creating relevant content and for effective brand communication, as highlighted by Kotler et al. (2017). The independent digital magazine has a mature community, with approximately seventy percent of the audience being female and sixty percent of followers being over forty-five years old. Specifically, in the age group of forty-five to fifty-four years, twenty percent are women and nine percent are men. For the group of fifty-five to sixty-four years, twenty-two percent are women and eight percent are men, and over sixty-five years old, fifteen percent are women and four percent are men.
These demographic data are important for interpreting reach and engagement metrics, as different audience profiles react in distinct ways to content stimuli. Topics that resonate with the interests and identity of this audience, such as female issues, social rights, and life experiences, can generate greater engagement. Although it is not possible to establish a direct causal relationship, this correlation suggests an alignment between the magazine’s editorial line and the characteristics of its audience, enhancing interaction and content circulation on the platform.
Organic reach by editorial category
The analysis of organic reach by editorial category revealed significant variations over the period from July to October 2025. Digital platforms, such as Instagram, seek to capture users’ attention and prolong their stay, prioritizing content that generates greater interaction (Alcantara, 2026). In the interval from July to September, all categories showed growth in median reach. The Religion and Spirituality category registered the most expressive increase, with a growth of three hundred and ninety-three point five percent, rising from seventy-seven to three hundred and eighty accounts reached. In contrast, the Politics category had the lowest growth, with a variation of nine point eight percent, increasing from two hundred and twenty-five to two hundred and forty-seven accounts.
Other categories also showed remarkable growth in this initial period: Health and Beauty increased by one hundred and twenty-five point two percent (from one hundred and forty-seven to three hundred and thirty-one accounts), Sports grew by one hundred and thirty-nine point five percent (from one hundred and fourteen to two hundred and seventy-three accounts), Entertainment expanded by one hundred and eighty point one percent (from two hundred and forty-one to four hundred and seventy-nine accounts), and Minority Voices had an increase of one hundred and twenty-one point one percent (from one hundred and thirty to two hundred and eighty-eight accounts). This data indicates a phase of general expansion of the magazine’s visibility on Instagram, with different categories contributing to the broadening of the audience reached.
However, in the subsequent interval, from August to October, a decrease in median reach was observed across all categories. The Politics category showed the smallest negative variation, with a drop of only two percent, remaining at two hundred and forty-two accounts reached. The other categories registered more pronounced drops: Religion and Spirituality decreased by thirty-six point three percent (from three hundred and eighty to two hundred and forty-two), Health and Beauty fell by thirty-one point four percent (from three hundred and thirty-one to two hundred and twenty-seven), Sports reduced by thirteen point four percent (from two hundred and seventy-three to two hundred and thirty-six), Entertainment had a retraction of forty-nine point seven percent (from four hundred and seventy-nine to two hundred and forty-one), and Minority Voices decreased by thirty-seven point six percent (from two hundred and eighty-eight to one hundred and seventy-one).
These results suggest the absence of a consistent reach pattern, which can be attributed to the complexity of Instagram’s algorithms, which rank content relevance based on not fully transparent criteria (Santos, 2022). The interest criterion, for example, causes the platform to prioritize content similar to what the user has already consumed, which can lead to the formation of filter bubbles and reduce user autonomy (Freitas et al., 2016). The datification of behaviors feeds this system, allowing the algorithm to identify and amplify patterns of interest that are not always evident (Santos, 2022).
The expressive growth of a category in a period does not necessarily indicate a genuine audience preference, but can be influenced by multiple variables, such as publication time, content format, and algorithm fluctuations. The unobservable nature of the Instagram algorithm, as recognized in the methodology, prevents full control over content distribution. The trend of reduced reach in the second period can be explained by the increase in content volume on the platform and greater competition, resulting in a smaller proportion of followers viewing each publication (Santos, 2022).
The digital magazine engagement
Engagement in social media publications reflects the active and voluntary actions of users in response to content, such as likes, comments, shares, and saves (Santos, 2022). In the Attention Economy, where users are exposed to multiple informational stimuli, legitimate involvement is manifested through deliberate interactions. Liking, commenting, saving, or sharing a post are measurable indicators of this interest and the user’s attentional investment (Volpato, 2022). The analysis of these indicators allows us to understand the magazine’s ability to capture and retain the attention of its audience.
Engagement rate by editorial category
The median engagement rate per editorial category also showed variations over the three periods analyzed. In the July to September interval, there was a general decrease in median engagement across all categories. The Religion and Spirituality category registered the largest drop, with a variation of minus sixty-six point eight percent, going from eleven point eighty-seven percent to four point eighty-six percent. In contrast, the Sports category showed the smallest negative variation, with a decrease of minus ten point one percent, falling from nine point forty percent to eight point forty-five percent.
The other categories also registered significant drops in median engagement during this period: Politics decreased by twenty-two point fifty-four percent (from eight point ninety-six percent to six point ninety-four percent), Health and Beauty fell by twenty-three point eighty-three percent (from eight point seventy-seven percent to six point sixty-eight percent), Entertainment reduced by thirty-five point twenty-seven percent (from eight point forty-two percent to five point forty-five percent), and Minority Voices decreased by forty-five point eighty-two percent (from eight point zero seven percent to seven point eighteen percent). This generalized downward trend in engagement may be influenced by factors such as increased reach to less segmented audiences, which dilutes the proportion of interactions relative to the total number of users reached.
In the period from August to October, most categories continued to show a decrease in engagement. The Politics category maintained the smallest negative variation, with a drop of only two point zero two percent, remaining at six point eight percent. Religion and Spirituality fell twenty-two point fifty-nine percent (from four point eighty-six percent to three point ninety-three percent), Health and Beauty decreased forty-one point seventeen percent (from six point sixty-eight percent to four point eighty-six percent), Sports had a retraction of fifty-seven point one percent (from eight point forty-five percent to three point zero five percent), and Entertainment decreased forty-nine point seventy-two percent (from five point forty-five percent to three point ninety-four percent).
In contrast to the general trend, the Minority Voices category demonstrated distinct behavior from August to October, registering a growth of forty-seven point seven percent in engagement, remaining at seven point eighteen percent. Of the thirty-three contents published in this category during the period, fifteen addressed themes related to women and female leadership, representing approximately forty-five percent of the total. This data suggests a possible editorial alignment with the audience profile, which is predominantly female and with a prevalence of users over forty-five years old, which may strengthen engagement, although the causal relationship has not been statistically tested. This pattern indicates the consolidation of a highly engaged niche community, reinforcing the idea that identity-based content tends to strengthen bonds with audiences belonging to historically marginalized groups (Santos, 2022).
The results also indicate that categories with greater reach do not always present proportional engagement. The Religion and Spirituality category, for example, had the largest growth in reach (three hundred and ninety-three point five percent) from July to September, but registered the largest negative variation in engagement (minus sixty-six point eighty-one percent) in the same period. This corroborates the perspective of Kotz et al. (2025) that variables such as analyzed metrics, post format, and knowledge areas influence engagement. Instagram’s algorithm tends to amplify content with increasing engagement patterns, creating a feedback loop that favors categories with good historical performance (Santos, 2022).
Engagement rate by content format
The analysis of the engagement rate by content format revealed significant differences. Carousels presented the highest median engagement rate, at eleven point forty-eight percent, with a median reach of three hundred and twenty-two accounts for thirty-six posts. Static images came in second place, with seven point zero four percent median engagement, reaching one hundred and eight accounts for one hundred and ninety-six posts. Reels, on the other hand, registered the lowest median engagement rate, at five point ninety-seven percent, despite having the highest median reach, of one thousand one hundred and fifty-nine accounts for eighty-six posts.
This result demonstrates that a wider reach does not necessarily imply a proportionally greater audience interaction with the publication. Although Reels have the capacity to reach a larger number of users, carousels and images seem to generate more concentrated and effective engagement. This observation is crucial for content marketing planning, suggesting that the choice of format should consider not only visibility but also the quality of interaction desired with the audience, aligning with the specific objectives of each campaign or editorial category.
Follower count variation
The analysis of the variation in the number of followers by editorial category used the total sum of new followers, instead of the median, due to the predominance of null values in most posts. This approach allowed the identification of categories with the greatest capacity for converting new followers. The Politics category stood out with the highest performance, gaining a total of three hundred and eighty-eight new followers, positioning it as the main driver of the magazine’s audience base expansion. This result underscores the strategic importance of political content in attracting new users to the profile.
The Entertainment category also demonstrated strategic relevance, accumulating one hundred and seventy-five new followers, indicating its role in audience attraction and retention. The Religion and Spirituality category showed intermediate performance, converting one hundred and six followers. On the other hand, the Health and Beauty, Minority Voices, and Sports categories registered lower direct follower conversion, with thirty-seven, thirty-five, and twenty-two new followers, respectively. These findings suggest that not all categories that generate engagement necessarily possess a high capacity for follower conversion, indicating that engagement may have different purposes and impacts on the magazine’s overall strategy.
Viral content analysis in the Politics category
During the analyzed period, content classified in the Politics category, disseminated in the Reels format, showed significantly superior performance to others, characterizing itself as a viral event. This publication reached three million eight hundred and ninety-two thousand one hundred and fifty-three accounts, registered five hundred and twenty-eight thousand five hundred and thirty-three likes, twenty-seven thousand six hundred and seventy-four comments, nine thousand four hundred and forty-one saves, and one hundred and three thousand two hundred and ninety-seven shares, in addition to an engagement rate of seventeen point nineteen percent. Due to its exceptional nature, this post was excluded from the central statistical analyses to avoid distortions, but its analytical relevance justifies a specific approach.
Qualitatively, the performance of this content can be attributed to a combination of factors, such as the Reels format, the theme addressed, the sociopolitical context at the time of publication, and the audience’s potential for emotional and informational mobilization. Content of this nature tends to be more shared, significantly expanding its reach through organic diffusion networks. The high number of shares and comments indicates active audience behavior in the circulation and discussion of the content, which, from the perspective of the Attention Economy, can be interpreted as a high attentional investment. Unlike passive interactions, sharing and commenting imply greater user involvement in the dissemination and debate of the content.
This viral case demonstrates that, although analyses based on aggregated metrics are fundamental to understanding general patterns, exceptional events can play a decisive role in the growth of digital profiles. The occurrence of viral content highlights the importance of considering not only the consistency of the editorial strategy but also the ability to produce materials with the potential for broad impact. However, it is essential to emphasize that, despite its relevance, it is not possible to generalize this type of performance to all publications, and it should be interpreted as a specific phenomenon, influenced by multiple external and contextual factors.
Detailing of the limitations observed in the research
The research presents some important limitations that should be considered when interpreting the results. Firstly, the three-month time frame, from July 23, 2025, to October 23, 2025, establishes a seasonal limitation. The results reflect a specific period of exponential growth that may have been influenced by momentary trends or specific adjustments in the Instagram algorithm. Thus, the study is not capable of representing audience behavior over a full year, which restricts the temporal generalization of the findings.
Secondly, as it is an instrumental case study focused on a single independent digital magazine from Rio de Janeiro, the identified results and engagement patterns do not allow for statistical generalizations to the publishing market as a whole. The findings serve as a description of the phenomenon in the specific context of the analyzed organization, and are not applicable to other independent media without additional validation. This characteristic of the instrumental case study, according to Gil (2017), focuses on the in-depth understanding of a phenomenon in its particular context, without the pretension of broad statistical inferences.
Furthermore, the research, of an exploratory and descriptive nature, has an interpretive bias in the process of manually categorizing the three hundred and seventy-four analyzed posts. This stage, carried out by a single researcher based on the analysis of captions, images, and original editorials, involves a degree of subjectivity. Although a hierarchical coding protocol and a second review of the category definitions were employed to minimize inconsistencies, the interpretive nature of theme classification constitutes an inherent limitation of the process, which must be acknowledged in the evaluation of the results.
In summary, the research results indicated that the editorial categories of independent digital magazines on Instagram play distinct roles in content marketing strategy, varying in their capacity for reach, engagement, and follower conversion. The Politics and Entertainment categories demonstrated greater distribution potential, while Minority Voices, despite a smaller reach, revealed more qualified and growing engagement at specific moments, suggesting a more loyal community. The comparative analysis of thematic categories and content formats, such as carousels and Reels, highlighted the importance of mapping differentiated editorial strategies for independent media, demonstrating how the distribution of specific content can enhance audience involvement and respond to the objective of analyzing and comparing the performance of organic engagement metrics.
4. Conclusion
This study sought to analyze and compare the performance of organic reach and engagement metrics among the editorial categories of an independent digital magazine on Instagram, in the period from July to October 2025. It was found that the Politics and Entertainment categories demonstrated a greater capacity for distribution and follower conversion, while Minority Voices, despite a lower median reach, revealed more qualified and growing engagement at specific moments, suggesting the consolidation of a loyal niche community. It was observed that the carousel format presented the highest engagement rate, while Reels, although with greater reach, recorded lower proportional engagement. Additionally, viral content was identified in the Politics category, in the Reels format, which reached millions of accounts and generated a high number of interactions, evidencing the potential of exceptional events in the growth of digital profiles. The comparative analysis of thematic categories and content formats highlighted the importance of mapping differentiated editorial strategies for independent media, enhancing audience involvement and brand relevance in an Attention Economy environment.
However, the research presents limitations inherent to its design. The three-month temporal scope imposes a seasonal restriction, not allowing generalizations for a full year. Because it is an instrumental case study focused on a single magazine, the results are not statistically generalizable to the publishing market. Furthermore, the interpretive bias in the manual categorization of posts, carried out by a single researcher, constitutes a methodological limitation. It is suggested that future studies deepen the analysis, including segmentation by media type and comparison with market benchmarks, in order to broaden the understanding of engagement dynamics on digital platforms and improve strategic guidelines for content management.
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