Longitudinal analysis  of Instagram use in Spanish universities

Enara Zarrabeitia-Bilbao; Izaskun Alvarez-Meaza; Rosa María Río-Belver

doi:10.4185/rlcs-2026-2518

Autores/as

Enara Zarrabeitia-Bilbao University of the Basque Country https://orcid.org/0000-0002-2347-3885
Izaskun Alvarez-Meaza University of the Basque Country https://orcid.org/0000-0002-2110-0719
Rosa María Río-Belver University of the Basque Country https://orcid.org/0000-0002-4244-9098

DOI:

https://doi.org/10.4185/rlcs-2026-2518

Palabras clave:

Instagram, Social Media Intelligence, Data Mining, big data, corporate communication, university, Spain

Resumen

Introduction: Universities need to strengthen their brand image by initiating a transformation that incorporates new means of communication. Digital social media, as fast and effective channels for communication and dissemination, have become ideal for identifying and addressing the needs of current and potential students, as well as other stakeholders. The aim of this study is to analyze and evaluate how Spanish universities use Instagram for their strategic communication and to offer the scientific community a solid and replicable methodology to study other contexts. Methodology: This is an eminently quantitative, longitudinal and comprehensive study, as it analyzes 165,497 posts from 89 Spanish university accounts posted from 2012 to 2024 using tools related to the Big Data paradigm: Social Network Analysis, Machine Learning and Artificial Neural Networks. Results and Discussion: The results show that the digital activity of the accounts is consolidating, but not all of them achieve the same acceptance by the digital audience. Therefore, the marketing strategies of those accounts with a low Engagement Rate should be adjusted. The hashtags used allude to a sectorial and collegiate register, mainly educational and/or scientific. However, there is one main topic that generates social consensus in the university community: equality between men and women. Likewise, the conversation takes place in neutral or positive terms, with an absence of polemics and polarization. Conclusions: The study contributes a replicable analytical model for assessing the strategic use of social media by universities or similar institutions.

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Biografía del autor/a

Enara Zarrabeitia-Bilbao, University of the Basque Country

Ingeniera en Organización Industrial y Doctora por la UPV/EHU. Es profesora asociada de la Escuela de Ingeniería de Bilbao (Universidad del País Vasco).

Izaskun Alvarez-Meaza, University of the Basque Country

Izaskun Álvarez-Meaza es Doctor en Ingeniería, con especialidad en Ingeniería Industrial. Tras cuatro años en un Centro Tecnológico, actualmente trabaja como Profesor Titular de la Escuela Técnica Superior de Ingeniería de Bilbao (Universidad del País Vasco).

Rosa María Río-Belver, University of the Basque Country

Rosa María Río-Belver es Doctora en Ingeniería Industrial, especialidad en Organización. Máster en Ciencias y Tecnología Ambientales (UPV/EHU) y Máster en Gestión de la Innovación (AENOR). Es Catedrática de Universidad en la Universidad del País Vasco/Euskal Herriko Unibertsitatea (UPV/EHU).

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