| Sumario: | This study aims to shed light on the visual aspect of digital storytelling during elections and its effects on a candidate's overall campaign narrative. Focusing on Turkey's 2019 mayoral elections, the study examines how Ekrem İmamoğlu from the main opposition Republican People's Party (CHP), who was elected mayor of Istanbul used visual imagery in terms of political storytelling on Instagram.The study utilises an image type analysis and reports findings from 261 Instagram posts shared on İmamoğlu's verified Instagram account during the last month of the initial election on 31 March 2019 (n = 167) and the rerun election on 23 June 2019 (n = 94). This approach reveals that İmamoğlu mostly adopted campaign works, contact with public, and positioning image types. Utilising these image types, he mainly pursued unifying and personal/biographical political storytelling narratives through visuals on Instagram. During the re-election period, he also pursued an incumbent strategy in addition to existing storytelling strategies.
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