The objective of this study was to identify the characteristics of messages in photographs posted on Instagram.We analysed four famous sports brands to determine which type of photographs generate the greatest number of "likes" based on engagement with and admiration for a brand.The researchers themselves undertook a data collection and analysis through a netnographic process.We randomly analysed a total of 100 publications from the fan pages of each sports brand and then performed an analysis to determine the relation between the number of likes and the variables proposed as generators of engagement with and admiration for a brand.The results show that the publications with the highest number of likes by brand followers on Instagram present content related to brand identity and products; additionally, the brands generate specific content for the market segments in which they compete.