Content strategies in digital advertising: Content analysis of Instagram ads for cosmetic stores

This study aims to examine the content strategies used by cosmetic brands in their Instagram advertisements through a multidimensional interpretive content analysis approach. The research evaluates the digital advertising content of Flormar, Sephora, Yves Rocher, and Kiko Milano brands based on visual elements, linguistic structure, rhetorical strategies (ethos, pathos, logos), framing, iconography, and user interaction data. The study reveals that these brands not only promote products but also construct aesthetic values, build identity, present lifestyles, and establish emotional connections through digital advertising. The findings indicate that the brands adopt different strategic positioning on Instagram. Flormar uses a more emotional and everyday life-oriented communication style; Sephora builds an inclusive and global beauty authority through its multi-brand structure; Yves Rocher develops a sustainability-based brand discourse centered on naturalness and scientific expertise; and Kiko Milano creates an aesthetic brand identity focused on "accessible luxury" and fashion. This differentiation demonstrates that content strategies in digital advertising are directly related to a brand's positioning goals. Analyses also reveal that visual aesthetics, packaging design, and social media engagement levels play a decisive role in consumer perception. In particular, the combination of high visual quality, concise and direct language, and emotional associations is among the key factors influencing consumer behavior. In the cosmetics industry, Instagram ads are considered not only a product promotion space but also a strategic communication area where cultural meaning is produced, consumer ideology is shaped, and brand identity is constructed.