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Abstract
Audiovisual content in digital media have gained significant prominence in recent years due to their influence and impact on audiences. The main causes of the problem addressed by this research lie in the insufficient theoretical and technical knowledge of current new communication formats and styles. Therefore, analyzing the audiovisual contents on the Loja Provincial Government’s Facebook page is essential to understand how these resources influence audience interaction and engagement in the context of institutional communication. The methodology employed was a mixed-methods approach with a correlational purpose and a non-experimental design, involving an analysis of audiovisual content on the Facebook page of the Provincial Government of Loja. Expert interviews were conducted, and interaction metrics were analyzed along with an evaluation of audience engagement, which yielded more comprehensive findings. In conclusion, the results demonstrated that audiovisual production on Facebook significantly influences audience engagement in the institutional communication of public organizations.
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