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This article addresses the effectiveness of the political communication strategies used in the Instagram of national political parties in the 2019 Portuguese legislative campaign. To accomplish this goal, a content analysis of 164 Instagram posts of four political parties (PS, PSD, Iniciativa Liberal and Livre), published between 22 September and 4 October 2019, was carried out. The broadcasting, mobilization and personalization strategies, in which the engagement rate was measured,weredoi:10.21747/16463153/43a2 fatcat:2t26vj4pc5d6ljmznoolyhjnzy