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As estratégias de autopromoção através do Instagram: o caso de estudo da influenciadora digital Glória Dias
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O usos das redes sociais está em exponencial crescimento desde os últimos anos e, por consequência, o social media marketing e o marketing de influência são umas das grandes tendências do marketing digital. O Instagram e os influenciadores digitais têm vindo a ganhar uma grande importância nos últimos tempos motivado pelo facto de as pessoas utilizarem bastante esta rede social para fins de entretenimento e de confiarem mais na opinião de pessoas comuns, com quem se identificam, do que nas marcas. Por isto, o Instagram e os influenciadores digitais, são uma forte estratégia por parte das marcas que deixam a cargo do influenciador a comunicação, para que esta chegue ao seu público-alvo de uma forma muito mais direta, natural e eficaz.
Assim sendo, o principal objetivo desta investigação é fornecer uma visão geral das principais estratégias de autopromoção através do Instagram tendo em conta o caso de estudo da influenciadora digital Glória Dias, analisando a sua atividade nesta rede social e a sua relação com as marcas, agência e seguidores, de forma a compreender as estratégias mais eficazes.
No que diz respeito à metodologia utilizada neste estudo, optou-se pôr-se realizar uma metodologia mista pela combinação de técnicas qualitativas - entrevistas à influenciadora digital Glória Dias, à sua agência de publicidade e a uma marca sua parceira, e também quantitativas - um questionário aos seguidores de Glória Dias no Instagram.
Como resultados desta dissertação foi possível concluir que existem diversas estratégias de autopromoção através do Instagram que se revelam eficazes para o sucesso dos influenciadores digitais e, consequentemente, para os profissionais de marketing digital e para as marcas, além de que, quando sincronizadas por todos os players envolvidos permitem superar mais ainda os seus objetivos individuais.
Assim, as principais estratégias de autopromoção através do Instagram que se concluíram eficazes foram: o awareness, isto é, aumentar a notoriedade da marca; a honestidade, a sinceridade e o espírito de trabalho; a autenticidade (o facto se ser diferente das demais influenciadoras); a dedicação ao seu público; a estratégia de conteúdos muito bem definida e direcionada para o seu público-alvo; a consistência, ou seja, a cadência de publicação definida e constante; a comunicação unilateral; e partilha da realidade.
The use of social networks has been growing exponentially in recent years and, consequently, social media marketing and influencer marketing are one of the great trends in digital marketing. Instagram and digital influencers gained great importance in recent times, motivated by the fact that people use this social network a lot for entertainment purposes and trust more in the opinion of ordinary people with whom they identify than in brands. For this reason, Instagram and digital influencers are a strong strategy for brands that leave the communication to the influencer, so that it reaches their target audience in a much more direct, natural, and effective way. Therefore, the main objective of this research is to provide an overview of the main self-promotion strategies through Instagram, considering the case study of the digital influencer Glória Dias, analysing her activity on this social network and her relationship with brands, agency, and followers, in order to understand the most effective strategies. Regarding the methodology used in this study, it was decided to carry out a mixed methodology by combining qualitative techniques - interviews with the digital influencer Glória Dias, her advertising agency and a partner brand, and quantitative interviews - a questionnaire to Glória Dias followers on the Instagram. As a result of this dissertation, it is possible to conclude that there are several self-promotion strategies through Instagram that prove to be effective for the success of digital influencers and, consequently, for digital marketing professionals and for brands. In addition to that when synchronized by all players involved allow to surpass even more their individual objectives. The main self-promotion strategies through Instagram that proved to be effective were: awareness, that is, increasing brand awareness; honesty, sincerity and the spirit of work; authenticity; dedication to your audience; the content strategy very well defined and directed to target audience; consistency (a defined and constant cadence of publication); one-way communication and sharing reality.
The use of social networks has been growing exponentially in recent years and, consequently, social media marketing and influencer marketing are one of the great trends in digital marketing. Instagram and digital influencers gained great importance in recent times, motivated by the fact that people use this social network a lot for entertainment purposes and trust more in the opinion of ordinary people with whom they identify than in brands. For this reason, Instagram and digital influencers are a strong strategy for brands that leave the communication to the influencer, so that it reaches their target audience in a much more direct, natural, and effective way. Therefore, the main objective of this research is to provide an overview of the main self-promotion strategies through Instagram, considering the case study of the digital influencer Glória Dias, analysing her activity on this social network and her relationship with brands, agency, and followers, in order to understand the most effective strategies. Regarding the methodology used in this study, it was decided to carry out a mixed methodology by combining qualitative techniques - interviews with the digital influencer Glória Dias, her advertising agency and a partner brand, and quantitative interviews - a questionnaire to Glória Dias followers on the Instagram. As a result of this dissertation, it is possible to conclude that there are several self-promotion strategies through Instagram that prove to be effective for the success of digital influencers and, consequently, for digital marketing professionals and for brands. In addition to that when synchronized by all players involved allow to surpass even more their individual objectives. The main self-promotion strategies through Instagram that proved to be effective were: awareness, that is, increasing brand awareness; honesty, sincerity and the spirit of work; authenticity; dedication to your audience; the content strategy very well defined and directed to target audience; consistency (a defined and constant cadence of publication); one-way communication and sharing reality.
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Marketing dgital Marketing de influência Autopromoção Instagram Keywords: Digital Marketing Influence Marketing Self-promotion