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Starbuck’s Instagram account has something to show us.  

We spend a bunch of time on social media. We get into Instagram at any time, even if it is just to end boredom, to communicate with friends, or to publish parts of our lives and show others how instagrammable our lunches or the places we visit are.  

Along with this logic, we tend to look for topics that matter to us to incorporate to our lives. For example, we look around what some influencer is wearing in certain occasion, what are the filters that they use, or where are they going out.  

If we move to the professional side and talk about imitating, there are many brands that own a very particular signature on Instagram, and they prove to the market that they are as present today as ever before with their hallmark and creativity.  

Starbucks is a fine example of the expression “If there is a will, there is a way”. This brand has an impressive Instagram profile and, therefore, they have many characteristics to imitate.  

Here you have 5 characteristics from Starbucks’ profile on Instagram that have been really a boom 👇 

Originality and seasonality 

Starbucks is original by itself, but their content distinguishes the brand when they add several phrases or hashtags to drinks and specific times of the day, and according to their engagement, this is clearly successful.  

Moreover, they are always updated about what is going on in the world: Christmas, Halloween, summer season or any other special date, they will never fail to surprise users with content created particularly for each occasion.  

Visual uniformity 

The images come along with a very specific and distinctive color palette. Certain colors such as white, black, magenta, yellow and pastel colors have a stronger presence than others. Likewise, regarding the content, their classic disposable cups for macchiatos, frappuchinos, iced coffees, mochas, among others, can be seen in almost every single picture.  

Creative writing 

From Starbucks they have a clear idea on what to say to their audience and how. Apparently, explanatory and literal narrative is no longer in vogue. For a while now, they have given creativity a chance. Through their profile they show how willing they are to invest in more dynamic, witty and, why not, literary content. 

A clear example for creative writing is the post they made on Veterans’ Day in the US. “Serving those who serve: Honoring veterans, military members on Veterans Day”. 

Creation, not invasion.  

Does having a large number of followers mean constantly posting? Starbucks has the answer and it is no. Their global Instagram account does not produce more than one piece of content per day since November 15th 2021, even though they have almost 20 million followers.  

Interaction by means of repost 

Lastly, one of the more significant characteristics of the Starbucks profile is that they get their followers involved all the time by posting their pictures. Thus, they boost their followers to create content, which gives visibility to the brand.  

Thanks for reading | NC Team. 



Carlos is a National Certified Public Accountant from UBA (University of Buenos Aires), with over 40 years of experience in domestic and international in the tax and accounting field. He provides consultancy to companies and individuals on tax and financial management. 

Verónica Ríos Borgogni

General Account Director

Verónica holds a BA in journalism and she has been working on Nueva Comunicación for over 20 years in the area of planning, development and implementation of corporate communication plans with sector associations, domestic and international companies. Moreover, she is a member of the Counseling for Spokespersons team, in which she coordinates courses of Media-Coach. 

María Belén Millán


Belén holds a BA in Journalism (USAL university) and she has an extensive experience in corporate communication counselling and brand PR, marketing and digital content, and crisis management and communication. She delivers training programs in Media Training and Personal Branding. She was granted a scholarship in U.S.A. by USIA (United States Information Agency). 

Luis Leyro


Luís holds a BA in Political Science and has specialized in political, institutional and corporate communication matters. He has over 25 years of experience in Nueva Comunicación in the development of accounts related to public services sector, industrial, consumers and finance sectors, among others. 

Marcela Ibiricu


Marcela holds a BA in Public Relations (UADE university). She has over 30 years of experience within the field of corporate strategic communication and media management. General Account Director is her role in Nueva Comunicación and she is in charge of the accounts of several customers related to the corporate sector, retail, health and mass consumption, among others. Concerns, Petitions, Complaints and Grievances in Social Media. 

Matteo Goretti

General Account Director

Matteo is a political scientist. He is a specialist in business and institutional communication, image and campaigns. Besides his 20 years’ experience as a director in Nueva Comunicación, he is Chairman in Fundación CEPPA (Research Center for Applied Public Policies).

Daniel Gonzalez


Daniel holds a BA in Sociology and postgraduate studies in Methodologies and Statistics in Social Sciences. He has been a Research Manager in Nueva Comunicación for over 20 years now. 

Iván Damianovich


Iván holds a BA in Journalism, granted by Del Salvador University. He has been working in Nueva Comunicación for over 20 years and he has specialized solidly in public identity (image, reputation and development) of business accounts, business associations and political campaigns.

Corina Tareni


Corina holds a BA in Public Relations. She works in Nueva Comunicación since 1985. As an executive director there, she has led communication and cross-platform comprehensive strategies for their domestic and international customers. Her expertise blends corporate, institutional and brand communication with public relations, digital marketing and concerns, petitions, complaints and grievances in social media.

César Mansilla


César is founder and chairman in Nueva Comunicación. He has built his professional career providing counseling to top national and foreign companies on communication, Public Affairs and Lobbying for over 30 years


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