Communication through visual contents: Instagram use in the wineries’ strategies

Considering the visual social media diffusion, this research aims at analysing the content of the photos posted by high-end wineries on Instagram. The objective is to evaluate the opportunities in terms of communication strategies by defining content categories and their ability to create engagement. Visual content analysis of 662 pictures is applied. Results show that the majority of the photos still focus on the product and few consider the wine in a holistic way, linking it with elements such as history, art or food even if some of these categories seem promising as far as the engagement is concerned.