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A importância da humanização da comunicação digital nas redes sociais da marca PortDance: aplicação ao Instagram
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A transformação digital impôs novas dinâmicas na forma como as marcas se posicionam e interagem com os seus públicos. Neste cenário, especialmente marcado pela crescente predominância das redes sociais, a comunicação assume um papel central na expansão e sustentabilidade de qualquer negócio online, tornando-se imperativo a adoção de estratégias que privilegiem a proximidade, empatia e autenticidade. A humanização surge como um alicerce fundamental no equilíbrio sobre o impacto destas transformações, viabilizando a construção de vínculos autênticos e envolventes. Este elemento-chave molda a forma como nos posicionamos e nos relacionamos no mundo digital, ao incorporar propósito e conexão nas suas interações as marcas conseguem criar ligações relevantes e personalizadas com os seguidores, tornando-se uma prioridade, uma necessidade estratégica e um desafio de enorme relevância para dar resposta à diversidade de exigências dos consumidores que, atualmente, exploram além de produtos, ambicionam identificação, valores e experiências. Este projeto tem como objeto de estudo a PortDance, marca portuguesa de referência no setor do calçado de dança, reconhecida internacionalmente pela sua identidade única, visão inovadora e qualidade exclusiva que reflete tendências atuais permitindo cada pessoa expressar-se com máxima liberdade e confiança. Destaca-se pelo seu percurso de sucesso empresarial, alicerçado numa forte capacidade de dinamização e equipa experiente, altamente qualificada, que assegura elevados padrões de excelência. Através de uma análise cuidada das necessidades dos consumidores, a marca adapta-se com precisão à diversidade de exigências e estilos de dança, oferecendo o equilíbrio ideal entre performance, conforto e sofisticação. Apesar do crescimento exponencial e trajetória consolidada no âmbito internacional, a presença digital no contexto nacional revela-se pouco estratégica, principalmente no Instagram, plataforma social que predomina parte expressiva do seu público-alvo. A ausência de uma comunicação digital com foco emocional e relacional limita o envolvimento dos seguidores. Sob esta ótica, propõe-se o desenvolvimento de um plano de comunicação digital para o Instagram da marca que privilegie conteúdos que realcem histórias, experiências e a dimensão emocional do universo da dança. O objetivo principal visa reforçar a interação dos seguidores nacionais, através de uma presença digital mais humanizada e consistente, ao elencar valores como a empatia e a transparência. Esta estratégia evidencia o potencial da PortDance em aprofundar a envolvência ao conectar sentimentos, interesses e preferências. Para alcançar as metas definidas, a investigação recorreu a uma metodologia mista, que explana uma análise qualitativa e quantitativa, exploratória e não conclusiva. Esta abordagem permitiu explorar a visão interna, através de entrevistas semiestruturadas ao CEO e ao gestor das redes sociais, assim como a perceção dos seguidores nacionais da PortDance, através de um inquérito online. Com base nos dados recolhidos foi possível identificar as principais fragilidades e oportunidades de melhoria permitindo delinear uma proposta de conteúdos que dinamize o perfil da marca, fortaleça o seu posicionamento e fomente uma relação mais próxima com o público nacional. Este trabalho insere-se no âmbito do Mestrado em Gestão de Marketing do Instituto Português de Administração de Marketing (IPAM) e evidencia a importância da humanização como ferramenta essencial na construção de estratégias digitais mais autênticas e eficazes, alinhadas com as necessidades dos consumidores contemporâneos. A relevância de um plano de comunicação digital consistente e humanizado, como recurso estratégico para a viabilidade e crescimento sustentável da marca, visa proporcionar uma compreensão que impulsione e otimize negócios criativos, especialmente no setor da dança.
Digital transformation has introduced new dynamics in how brands position themselves and interact with their audiences. In this context, particularly marked by the growing dominance of social media, communication plays a central role in the expansion and sustainability of any online business, making it imperative to adopt strategies that prioritize proximity, empathy, and authenticity. Humanization emerges as a fundamental pillar to balance the impact of these transformations, enabling the construction of genuine connections. This key element shapes how we position ourselves and relate in the digital world; by incorporating purpose and connection into their interactions, brands can create relevant and personalized relationships with their followers. It has thus become a priority, a strategic necessity, and a highly relevant challenge to respond to the diverse demands of consumers who, nowadays, seek not only products but also identification, values, and experiences. This project focuses on PortDance, a Portuguese reference brand in the dance footwear sector, internationally recognized for its unique identity, innovative vision, and exclusive quality that reflects current trends, allowing each person to express themselves with maximum freedom and confidence. It stands out for its successful business trajectory, supported by a strong capacity for dynamism and a highly qualified and experienced team that ensures high standards of excellence. Through a careful analysis of consumer needs, the brand precisely adapts to the diversity of demands and dance styles, offering the ideal balance between performance, comfort, and sophistication. Despite its exponential growth and established international presence, the brand’s digital presence in the national context proves to be less strategic, especially on Instagram—a social platform where a significant portion of its target audience is concentrated. The absence of communication focused on emotion and relationship-building limits follower engagement. From this perspective, the development of a digital communication plan for the brand’s Instagram is proposed, prioritizing content that highlights stories, experiences, and the emotional dimension of the dance universe. The main goal is to strengthen interaction with national followers through a more humanized and consistent digital presence, by promoting values such as empathy and transparency. This strategy highlights PortDance’s potential to deepen audience engagement by connecting emotions, interests, and preferences. To achieve the proposed objectives, the research employed a mixed methodology, comprising both qualitative and quantitative exploratory approaches. This allowed for the exploration of internal perspectives through semi-structured interviews with the CEO and the brand’s social media manager, as well as an analysis of national followers’ perceptions through an online survey. Based on the data collected, it was possible to identify the main weaknesses and opportunities for improvement, enabling the design of a content proposal that energizes the brand’s profile, strengthens its positioning, and fosters a closer relationship with the national audience. This work is part of the Master's in Marketing Management at the Instituto Português de Administração de Marketing (IPAM) and highlights the importance of humanization as an essential tool in building more authentic and effective digital strategies, aligned with the needs of contemporary consumers. The relevance of a consistent and humanized digital communication plan as a strategic resource for the brand’s viability and sustainable growth aims to foster understanding that drives and optimizes creative businesses, particularly in the dance sector.
Digital transformation has introduced new dynamics in how brands position themselves and interact with their audiences. In this context, particularly marked by the growing dominance of social media, communication plays a central role in the expansion and sustainability of any online business, making it imperative to adopt strategies that prioritize proximity, empathy, and authenticity. Humanization emerges as a fundamental pillar to balance the impact of these transformations, enabling the construction of genuine connections. This key element shapes how we position ourselves and relate in the digital world; by incorporating purpose and connection into their interactions, brands can create relevant and personalized relationships with their followers. It has thus become a priority, a strategic necessity, and a highly relevant challenge to respond to the diverse demands of consumers who, nowadays, seek not only products but also identification, values, and experiences. This project focuses on PortDance, a Portuguese reference brand in the dance footwear sector, internationally recognized for its unique identity, innovative vision, and exclusive quality that reflects current trends, allowing each person to express themselves with maximum freedom and confidence. It stands out for its successful business trajectory, supported by a strong capacity for dynamism and a highly qualified and experienced team that ensures high standards of excellence. Through a careful analysis of consumer needs, the brand precisely adapts to the diversity of demands and dance styles, offering the ideal balance between performance, comfort, and sophistication. Despite its exponential growth and established international presence, the brand’s digital presence in the national context proves to be less strategic, especially on Instagram—a social platform where a significant portion of its target audience is concentrated. The absence of communication focused on emotion and relationship-building limits follower engagement. From this perspective, the development of a digital communication plan for the brand’s Instagram is proposed, prioritizing content that highlights stories, experiences, and the emotional dimension of the dance universe. The main goal is to strengthen interaction with national followers through a more humanized and consistent digital presence, by promoting values such as empathy and transparency. This strategy highlights PortDance’s potential to deepen audience engagement by connecting emotions, interests, and preferences. To achieve the proposed objectives, the research employed a mixed methodology, comprising both qualitative and quantitative exploratory approaches. This allowed for the exploration of internal perspectives through semi-structured interviews with the CEO and the brand’s social media manager, as well as an analysis of national followers’ perceptions through an online survey. Based on the data collected, it was possible to identify the main weaknesses and opportunities for improvement, enabling the design of a content proposal that energizes the brand’s profile, strengthens its positioning, and fosters a closer relationship with the national audience. This work is part of the Master's in Marketing Management at the Instituto Português de Administração de Marketing (IPAM) and highlights the importance of humanization as an essential tool in building more authentic and effective digital strategies, aligned with the needs of contemporary consumers. The relevance of a consistent and humanized digital communication plan as a strategic resource for the brand’s viability and sustainable growth aims to foster understanding that drives and optimizes creative businesses, particularly in the dance sector.
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Keywords
Trabalho de Projecto Comunicação digital Redes Sociais Humanização Instagram Plano de ação