The humanizing communication on Instagram: Content analysis of a B2B pharmaceutical company

Abstract

Introduction: The digitalization of corporate communication and the emergence of communication channels such as social media pose increasing challenges to B2B companies, particularly in the pharmaceutical sector. In this specific sector, factors such as trust and proximity are essential for consumer satisfaction and loyalty. On social media, Instagram stands out as a strategic platform for adopting humanization strategies, and mitigate digital impersonality.

Objectives: This study analyzes the application of humanization techniques by a B2B pharmaceutical company on Instagram, identifying the frequency and nature of these techniques, their relationship with content formats, and their impact on performance indicators.

Methodology: A content analysis of feed posts on the Instagram account of a B2B pharmaceutical company was conducted during March 2025. Ten humanization techniques identified in the literature were coded and analyzed, both quantitatively and qualitatively, with digital metrics recorded.

Results: The analyzed company applies humanization techniques in a fragmented manner, predominantly using emojis and storytelling, with limited bidirectional interaction. A direct relationship was observed between the number of techniques applied and the performance of the posts. Moreover, the Reels format stood out for its high degree of humanization and better results.

Conclusion: The study underscores the importance of a humanized communication strategy for corporate evolution and success, achieved through the integrated adoption of multiple techniques that reinforce trust, engagement, and digital reputation in the B2B pharmaceutical sector.