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Digital Influencers em tempo de pandemia: a experiência de micro e macro influenciadoras portuguesas na área do lifestyle
| Name: | Description: | Size: | Format: | |
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| 10.68 MB | Adobe PDF |
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Abstract(s)
Durante o período pandémico tendo em conta a situação de confinamento obrigatório que obrigou o mundo a parar e forçou a população a limitar as suas atividades profissionais e de lazer à sua habitação, evidenciou-se, de uma forma geral, uma maior adesão temporal de algumas gerações, às plataformas digitais e às redes sociais - cerca de 61% durante a primeira fase da pandemia. (Mota, 2022)
O presente estudo surge da motivação de se procurar compreender de que forma os influenciadores digitais alteraram a sua estratégia de comunicação durante o período correspondente ao início da primeira quarentena obrigatória provocada pela pandemia Covid-19 em Portugal (março/abril de 2020) para promoverem a interação com os seus seguidores, tentando estabelecer uma comparação com uma altura anterior (janeiro/fevereiro de 2020).
Neste sentido, pretendeu-se compreender estes fenómenos através da realização de entrevistas a quatro influenciadoras digitais e de análise de conteúdo às respetivas páginas oficiais de Instagram nos períodos anteriormente referidos.
Os resultados obtidos mostraram, por um lado, que os conteúdos produzidos se ajustaram ao contexto pandémico, tornando-se mais intimistas, e por outro, que as lives foram a principal aposta. Percebeu-se ainda que esta fase foi o ponto de partida para a produção de conteúdos em formato vídeo, nomeadamente com a chegada de reels às contas das criadoras de conteúdo, o que se traduziu num maior envolvimento por parte dos seus seguidores.
During the pandemic period, taking into account the situation of mandatory confinement that forced the world to stop and forced the population to limit their professional and leisure activities to their homes, a greater temporal adherence of some generations to digital platforms and social networks - about 61% during the first phase of the pandemic - was generally evidenced. (Mota, 2022) This study arises from the motivation of trying to understand how digital influencers changed their communication strategy during the period corresponding to the beginning of the first mandatory quarantine caused by the Covid-19 pandemic in Portugal (March/April 2020) to promote interaction with their followers, trying to establish a comparison with a previous time (January/February 2020). In this sense, it was intended to understand these phenomena by conducting interviews to four digital influencers and content analysis to their respective official Instagram pages in the periods previously mentioned. The results obtained showed, on one hand, that the content produced was adjusted to the pandemic context, becoming more intimate, and on the other hand, that the lives were the main focus. It was also perceived that this phase was the starting point for the production of contents in video format, namely with the arrival of reels to the content creators' accounts, which translated into a greater involvement from their followers.
During the pandemic period, taking into account the situation of mandatory confinement that forced the world to stop and forced the population to limit their professional and leisure activities to their homes, a greater temporal adherence of some generations to digital platforms and social networks - about 61% during the first phase of the pandemic - was generally evidenced. (Mota, 2022) This study arises from the motivation of trying to understand how digital influencers changed their communication strategy during the period corresponding to the beginning of the first mandatory quarantine caused by the Covid-19 pandemic in Portugal (March/April 2020) to promote interaction with their followers, trying to establish a comparison with a previous time (January/February 2020). In this sense, it was intended to understand these phenomena by conducting interviews to four digital influencers and content analysis to their respective official Instagram pages in the periods previously mentioned. The results obtained showed, on one hand, that the content produced was adjusted to the pandemic context, becoming more intimate, and on the other hand, that the lives were the main focus. It was also perceived that this phase was the starting point for the production of contents in video format, namely with the arrival of reels to the content creators' accounts, which translated into a greater involvement from their followers.
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Keywords
marketing de influência estratégia influenciadores digitais conteúdo pandemia Covid-19 influencer marketing strategy digital influencers content Covid-19 pandemic