This study focuses on the growing importance of digital marketing as a strategic tool for restaurants, with special emphasis on the Instagram platform. Digital presence has become necessary for companies to be successful, directly influencing customer engagement and perception of the brand. The study aimed to analyze how restaurants use Instagram as a strategic tool, based on the 8 Ps method of digital marketing. For structuring, a qualitative approach is developed, using the netnographic exploration technique. The analysis was carried out on ten restaurant profiles located in Manaus, showing, through images, how the 8 Ps are used in practice. After analyzing the profiles, it was possible to see that using the 8 Ps method of digital marketing is essential to help restaurants understand their target audience and how to attract them effectively.
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