This paper has as its theme The use of Instagram as a marketing tool and strategy for analyzing consumers in the city of Lajes / RN. Addressing the following objectives: analyzing the frequency of using Instagram as a marketing tool, understanding the degree of Instagram's influence on marketing and demonstrating opportunities and advantages of using the social network in the companies' marketing plan. Performed in a quantitative and descriptive way, in which attitudes, opinions and behavior of Instagram users were evaluated in the face of advertising / marketing of companies in this city. It reveals from the theoretical framework that each company as well as consumers have unique characteristics regarding the use of Instagram, more generally, the study provides benefits to companies through knowledge and proximity to consumers, generating possible returns. From the information obtained, it is considered that Instagram awakens interests in users, generating greater cost-benefit for the trade.