This research addresses the relationship between Instagram's digital content and the positioning of the ‘Misias pero viajeras’ brand in the minds of young consumers. The study aimed to determine the relationship between digital content on Instagram and brand positioning among young millennials in Lima during 2022. A quantitative methodology with a correlational approach and non-experimental design was used, using surveys as a data collection instrument. The hypothesis stated the existence of a relationship between digital content on Instagram and brand positioning in the minds of young millennials in Lima in 2022, supported by a Spearman correlation coefficient of 0.699, which indicates a positive correlation. In addition, a significant correlation was found, with a significance value of 0.001 (p < 0.05), which confirms the research hypothesis. The sample consisted of 142 respondents. In conclusion, the importance for organizations of having a presence in digital media, developing communication strategies and building loyalty in an online community to achieve a good brand positioning in the market is highlighted.