@operacaosapajus: Análise do engajamento nas redes sociais
DOI:
https://doi.org/10.62015/np.2024.v30.837Keywords:
Instagram, robust capuchin monkey, primates, social mediaAbstract
We present a qualitative and quantitative analysis of public engagement with @operacaosapajus over the first three years since the creation of the Instagram page. We analyzed 488 posts classified into 12 categories. The Insights tool was used to obtain page engagement indices. We used linear models to detect significant differences in engagement between post types, and cluster analysis to group post types by similarity in median overall engagement values. The profile reached a ceiling of eleven thousand followers, made up mostly of Brazilian women, between 24 and 35 years old. Three clusters were significantly different from each other. Publications with a critical approach had significantly more likes, but not more shares, indicating a form of soft activism. Publications on scientific topics and denouncements were significantly more saved, indicating that the function of scientific dissemination is being achieved. Posts of animals in captivity and “free/wild” categories engaged substantially less, suggesting that this strategy may not be the most efficient to promote an aesthetic change from “loving as pets” to “loving free wildlife”.
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