Rasgos de los storytellings de emprendedores chilenos en Instagram durante la pandemia

The aim of this study was to describe the elements that make up the audiovisual storytellings used by entrepreneurs in the region of Valparaíso, Chile, in the promotion and marketing of their products and services on Instagram. The research starts from the premise that during the pandemic, the Chilean business environment experienced a strong social and economic crisis, which affected entrepreneurs the most. In this context, digital platforms were alternatives for ventures that sought to disseminate messages to their audiences, where Instagram stood out. Unlike other markets, in Chile there is a limited use of advertising storytellings, which are brief but powerful audiovisual tools, so an analysis of what kind of storytellings are being used in social networks is justified. The methodology has a qualitative approach, with descriptive scope. The sample is constituted by 152 audiovisual storytellings published between 2020 and 2022. The analysis is composed of constituent elements such as the archetype, the message carried by subject, plot, trigger, conflict, climax and resolution. The findings indicate that there is a certain use of storytelling by the younger brands, that there is presence of territory and regional coverage. The analysis concluded that rather than storytellings we are facing proto-storytellings, due to the scarce development of the canonical narrative.