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Engagement gerado através dos conteúdos partilhados na Redes Sociais da marca Clara de Sousa
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| 1.6 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A comunicação digital é um elemento essencial para as empresas, e graças ao marketing
de conteúdos foi possível uma nova forma de transmissão da mensagem por parte das
organizações, este tipo de comunicação é recompensada e medida com base no
engagement, este elevado grau de interação com o consumidor origina a tão desejada
lealdade e fidelidade dos consumidores perante a marca. Este relatório tem o intuito de
aprofundar os conhecimentos do curso de marketing digital retratados no estágio
realizado na agência de marketing digital, Oxy Agency, através da análise da marca
pessoal Clara de Sousa Cozinha e Bricolage. O propósito deste relatório será estudar e
analisar o engagement gerado através do marketing de conteúdos dos posts partilhados
nas redes sociais Facebook e Instagram, por outras palavras esta oportunidade de
investigação foca nas interações e comportamentos dos consumidores. A fim de
completar a investigação será utilizado um método de pesquisa qualitativo, que irá
auxiliar na compreensão da amostra caracterizada pelos posts e conteúdos partilhados nas
redes sociais das páginas da marca Clara de Sousa Cozinha e Bricolage. No que diz
respeito à análise em si e aos resultados verificados, ambas as redes sociais possuem o
mesmo tipo de conteúdo nas suas páginas, no entanto a rede social com mais engagement
é o Instagram, ao contrário do que se esperava, visto que o Facebook possui mais
seguidores e mais publicações por mês. Os conteúdos com mais impacto nos seguidores
são os posts sobre sobremesas no caso do Instagram, e na página do Facebook são os
vídeos nos quais a Clara de Sousa participa, pois transmite ao público uma sensação de
intimidade, autenticidade e confiança. Um dos resultados fundamentais encontrados
consiste no facto da jornalista ser vista como uma media persona, por ser uma das pessoas
com mais poder influenciador não só dentro da sua área profissional mas em Portugal,
consegue alcançar os resultados foram do comum para a sua marca pessoal Clara de Sousa
Cozinha e Bricolage, que conta com uma taxa de engagement total de 3%. Apesar dos
resultados já se destacarem é sempre possível melhorar a estratégia utilizada, por isso a
marca da jornalista deve focar principalmente no Instagram, que possui potencialidade
de alcançar melhores resultados que o Facebook, e desse modo apostar em conteúdos de
doces e bolos regularmente.
Digital communication is an essential element for companies, and due to content marketing, a new form of message transmission by organizations has been made possible. This type of communication is rewarded and measured based on engagement, this high degree of interaction with the consumer rise the much-desired loyalty of consumers towards the brand. This report aims to deepen the knowledge of the digital marketing course portrayed in the internship carried out at the digital marketing agency, Oxy Agency, through the analysis of the personal brand Clara de Sousa Cozinha e Bricolage. The purpose of this report will be to study and analyse the engagement generated through the content marketing of the posts shared on the social networks Facebook and Instagram, in other words, this research opportunity focuses on the interactions and behaviours of consumers. In order to complete the investigation, a qualitative research method will be used, which will help to understand the sample characterized by the posts and content shared on the social networks of the Clara de Sousa Cozinha e Bricolage brand pages. Regarding the analysis itself and the results verified, both social networks have the same type of content on their pages, however the social network with more engagement is Instagram, contrary to what was expected, since Facebook has more followers and more posts per month. The content with the greatest impact on followers is the posts about desserts in the case of Instagram, and on the Facebook page are the videos in which Clara de Sousa participates, as it conveys to the public a feeling of intimacy, authenticity and trust. One of the fundamental results found is the fact that the journalist is seen as a media persona, as she is one of the people with the most influential power not only within her professional area but in Portugal, and for that reason she manages to achieve the results were common to this personal brand Clara de Sousa Cozinha e Bricolage, which has a total of engagement rate of 3%. Despite the results already stand out, it is always possible to improve the strategy used, so the journalist's brand should focus mainly on Instagram, which has the potential to achieve better results than Facebook, and thus bet on content of sweets and cakes regularly.
Digital communication is an essential element for companies, and due to content marketing, a new form of message transmission by organizations has been made possible. This type of communication is rewarded and measured based on engagement, this high degree of interaction with the consumer rise the much-desired loyalty of consumers towards the brand. This report aims to deepen the knowledge of the digital marketing course portrayed in the internship carried out at the digital marketing agency, Oxy Agency, through the analysis of the personal brand Clara de Sousa Cozinha e Bricolage. The purpose of this report will be to study and analyse the engagement generated through the content marketing of the posts shared on the social networks Facebook and Instagram, in other words, this research opportunity focuses on the interactions and behaviours of consumers. In order to complete the investigation, a qualitative research method will be used, which will help to understand the sample characterized by the posts and content shared on the social networks of the Clara de Sousa Cozinha e Bricolage brand pages. Regarding the analysis itself and the results verified, both social networks have the same type of content on their pages, however the social network with more engagement is Instagram, contrary to what was expected, since Facebook has more followers and more posts per month. The content with the greatest impact on followers is the posts about desserts in the case of Instagram, and on the Facebook page are the videos in which Clara de Sousa participates, as it conveys to the public a feeling of intimacy, authenticity and trust. One of the fundamental results found is the fact that the journalist is seen as a media persona, as she is one of the people with the most influential power not only within her professional area but in Portugal, and for that reason she manages to achieve the results were common to this personal brand Clara de Sousa Cozinha e Bricolage, which has a total of engagement rate of 3%. Despite the results already stand out, it is always possible to improve the strategy used, so the journalist's brand should focus mainly on Instagram, which has the potential to achieve better results than Facebook, and thus bet on content of sweets and cakes regularly.
Description
Keywords
Comunicação Digital Redes Sociais Marketing de Conteúdos Engagement Marca Pessoal