A Content Analysis on Brand Communication on Instagram During the Pandemic

Yıl 2025, Cilt: 9 Sayı: 2

A. Mücahid Zengin , Güldane Zengin

Öz

Instagram is one of the most used social media platforms and is one of the important
tools for brands to communicate with consumers. With the beginning of the pandemic,
brands have started to share posts on their social media accounts regarding this
process. This study conducted a content analysis of pandemic-related Instagram posts
from five brands listed among Türkiye's most valuable brands in Brand Finance’s
2020 ranking, in terms of advertising appeals, themes used and creative strategies.
Ziraat Bank, Garanti BBVA, Turkcell, Arçelik and Türk Telekom, were included in
the study. It was found that the brands made a total of 501 posts until September 1,
2020 and 171 of these (34,1%) contained components related to the pandemic. It is
seen that health appeal is present in 51,5% of the posts, followed by convenience
appeal (36,3%) and security/precaution appeal (19,3%). Staying at home (46,8%) and
social distancing (29,2%) stand out among the themes discussed. Among the creative
strategies, use occasion stands out with a ratio of 43,9%. It was observed that after
June 1, 2020, brands significantly reduced the number of posts containing pandemicrelated
components. While nearly 60% of the Instagram posts before June 1, 2020
contained components related to the pandemic, this ratio decreased to 5% between
June 1, 2020 and September 1, 2020.

Anahtar Kelimeler

Brand Communication , Message Strategies , Advertising Appeals , Pandemic , Social Media , Digital Branding , Covid-19 Communication.

Kaynakça

• Aaker, D. A., & Norris, D. (1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22(2), 61-70.
• Altınbilek Yalçınkaya, D., & Sabuncuoğlu İnanç, A. (2021). Covid-19 pandemi döneminde kullanılan reklam çekicilikleri üzerine göstergebilimsel bir inceleme. Sakarya İletişim, 1(1), 70-89.