The creation of content in social networks as an identity-forming element in young millennials

This article is a case study based on the content generation strategy of a startup, e-commerce platform, dedicated to users looking for or offering shared hosting. The company's content creation strategy was analyzed. The data was obtained from the publications made through its Facebook fanpage in the period from January to December 2019. The results show that this company uses its content in order to promote an identity based on lifestyle of millennials from large cities prone to sharing an apartment, which facilitates generating engagement, and which has allowed it to position itself as the most important in its market. The virtualization of social relationships has a significant identity-forming power that allow the formation of a certain part of the identity of a subject. Information technologies have helped these companies to communicate more efficiently and mainly economically with their users. Content creation, as a marketing strategy, emerges as an easily accessible alternative based on TI, for startups to increase their reach on social networks and for their product to reach more users. However, content creation should not only be perceived as a short-term conversion marketing tool, but also as an identity-forming element through symbolic references that are meaningful to the user at a particular moment.