Abstract
During the COVID-19 pandemic, the use of the Internet grows. In this context, the University of Creative Age, an extension project aimed at the elderly, migrated its activities to the digital world, intensifying the use of its page on the social network Instagram. This article aimed to analyze the engagement of the Instagram page of the University of Creative Age. For that, the metrics of the Insights tool were described and analyzed. The results revealed a growth in engagement and that feed posts were the ones that had the most reach. The posts in stories were the ones with the lowest performance and engagement. It was noted that the elderly audience is not the one who most interacts with the page. It is considered that the planning of actions on Creative Age's Instagram promote stimuli for the engagement of the elderly public. It is concluded that Instagram is a platform that contributes positively to the dissemination of the activities of the University of Creative Age.
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