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A relevância dos conteúdos educativos nas redes sociais mediante a perceção da geração Z em Portugal
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| 8.81 MB | Adobe PDF |
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Abstract(s)
Esta dissertação investigou de que forma os conteúdos
educativos no Instagram como vídeos curtos, carrosséis
infográficos e publicações com dicas de estudo são considerados
úteis pela Geração Z em Portugal. Recolheram-se dados através
de um inquérito online a 190 jovens com idades entre 18 e 28
anos em Portugal, que utilizam o Instagram com regularidade.
Os resultados mostram que a maioria considera os conteúdos
educativos nas redes sociais úteis para aprender algo novo ou
esclarecer dúvidas. Entre os formatos analisados, os vídeos
curtos destacaram-se como os preferidos, sendo considerados
especialmente úteis por facilitarem a memorização da
informação. No que toca às legendas, a maioria dos participantes
revela ver os vídeos até ao fim quando estas estão presentes, o
que evidencia o seu impacto positivo na retenção da atenção.
Elementos interativos, como quizzes, também se revelaram
eficazes para aumentar o envolvimento com o conteúdo. Já os
sinais de popularidade, como gostos, partilhas e comentários,
demonstraram ter pouca influência na perceção de utilidade. Em
resumo, o estudo demonstra que integrar vídeos curtos
legendados, um design cativante e quizzes rápidos é a abordagem
mais eficaz para captar a atenção da Geração Z portuguesa no
Instagram, pois aumenta o envolvimento, a capacidade de
memorização e a utilidade atribuída ao conteúdo.
This dissertation investigated how educational content on Instagram such as short videos, infographic carousels, and posts with study tips is perceived as useful by Generation Z in Portugal. Data were collected through an online survey of 190 young people aged 18 to 28, who use Instagram regulary. The results show that the majority consider educational content on social media useful for learning something new or clarifying doubts. Among the formats analysed, short videos stood out as the most preferred, being considered especially useful for facilitating information retention. Regarding captions, most participants said they tend to watch videos until the end when text appears on screen, reinforcing the positive role of captions in maintaining attention when content is subtitled. Interactive elements, such as quizzes, also proved effective in increasing engagement with the content. In contrast, popularity signals such as likes, shares, and comments showed little influence on perceived usefulness. In summary, the study demonstrates that integrating short captioned videos, appealing design, and quick quizzes is the most effective approach to capturing the attention of Portuguese Generation Z on Instagram, as it enhances engagement, memory retention, and the perceived usefulness of the content.
This dissertation investigated how educational content on Instagram such as short videos, infographic carousels, and posts with study tips is perceived as useful by Generation Z in Portugal. Data were collected through an online survey of 190 young people aged 18 to 28, who use Instagram regulary. The results show that the majority consider educational content on social media useful for learning something new or clarifying doubts. Among the formats analysed, short videos stood out as the most preferred, being considered especially useful for facilitating information retention. Regarding captions, most participants said they tend to watch videos until the end when text appears on screen, reinforcing the positive role of captions in maintaining attention when content is subtitled. Interactive elements, such as quizzes, also proved effective in increasing engagement with the content. In contrast, popularity signals such as likes, shares, and comments showed little influence on perceived usefulness. In summary, the study demonstrates that integrating short captioned videos, appealing design, and quick quizzes is the most effective approach to capturing the attention of Portuguese Generation Z on Instagram, as it enhances engagement, memory retention, and the perceived usefulness of the content.
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Keywords
Conteúdo educativo Redes sociais Design visual Geração Z