With the rise of social medias, journalism has had to change its journal production strategies to coexist with them in their financing mechanism and to extend its informative work to new distribution channels. Instagram is a social media that has helped media outlets adapt to new formats, learn new ethical parameters and, in turn, overcome the financing crisis by generating content to attract new audiences. La Opinión de Cúcuta is the regional newspaper of Norte de Santander, Colombia, and has had to adapt to these new practices of content distribution. The purpose of this study was to analyze how la Opinión de Cúcuta has adapted to the distribution of information through Instagram. This was done through content analysis of 1069 posts made during the last quarter of 2021 and the first quarter of 2022. By analyzing the content of news published on Instagram, @opinioncucuta, the hierarchy of la Opinion’s themes on Instagram was established. In addition, with the helps of interviews with the media director and the different editors of la Opinion’s sections, changes in la Opinion’s news agenda were identified at the time that information was published on Instagram. The interviews also helped identify the strategies and tools used to track content distribution on Instragram. La Opinión prioritizes and uses its specialization in generating local content as a differentiating element. Because of this, it seeks to generate a sense of belonging in its audience and also generate loyalty. Likewise, the content on Instagram is constantly adapted to lead traffic of its website and thus retain the user.
