his study investigates the relevance of Instagram as the main digital promotion channel for entertainment events in Brazil, focusing on communication strategies and sales conversion. With Instagram s consolidation as a central platform in digital marketing, events like Réveillon dos Corais, chosen as the success case in this research, have been leveraging updated tools to reach segmented audiences, build anticipation, and effectively drive ticket sales. The research analyzes how tools such as short and engaging Reels, immersive carousels, and real-time coverage via Stories are essential in fostering engagement and encouraging purchase behavior. Additionally, the study highlights the increasing role of Public Relations (PR) in events, particularly through collaborations with digital influencers and content creators, who act as amplifiers of the event s brand and experience. User-generated content, strategic reposts and mentions, and consistent visual storytelling help strengthen the event s identity and build emotional connections with the audience. This organic and integrated communication, often reinforced through on-site activations targeting opinion leaders, transforms Instagram into a platform not only for visibility but for direct conversion. The research also addresses the behavior of today s digital consumer, who is increasingly guided by personalized experiences and social recommendations. Réveillon dos Corais, a mid-sized event with strong aesthetic, sensory, and aspirational appeal, exemplifies how well-executed Instagram campaigns, supported by real-time content, influencer partnerships, and PR strategies, can generate significant commercial results through strategic investment. Finally, this study contributes both theoretical and practical insights to the field of digital marketing and event management, demonstrating how Instagram, combined with contemporary content and PR approaches, stands out as a powerful tool for promotion, engagement, and sales conversion.