Content marketing has become a strategic tool for brands to strengthen consumer relationships in highly competitive markets. Social media platforms, particularly Instagram, have become essential for companies to develop informative, educative, and entertaining content strategies that drive user engagement and brand awareness. This study investigates the effectiveness of IKEA’s content marketing on Instagram as a driver of electronic word-of-mouth (eWOM) and brand awareness. Using a quantitative approach, data were collected through a survey that was applied to 223 valid respondents who follow IKEA on Instagram. A descriptive analysis was performed using SPSS to characterize the sample and assess knowledge levels regarding content marketing. At the same time, Partial Least Squares Structural Equation Modelling (PLS-SEM) was applied to validate the proposed research model. Results demonstrate that educative and entertainment content marketing significantly impact eWOM, which in turn positively influences brand awareness. The study highlights the importance of content marketing as a multifaceted tool that extends beyond product promotion, enhancing consumer engagement and brand recognition. The findings offer theoretical contributions to the field of digital marketing and practical insights.