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Advisor(s)
Abstract(s)
As redes sociais mudaram o mundo. Há cada vez mais utilizadores nas diferentes redes
sociais, sendo que as mesmas são utilizadas por diferentes grupos etários e para
variados contextos. As redes sociais mudaram a forma como as pessoas comunicam
entre si e como se relacionam. O sucesso das redes sociais, fez com que várias empresas
se juntassem às diferentes plataformas, utilizando as mesmas como parte integral das
suas campanhas de Marketing. As estratégias de Marketing para as redes sociais, têm
como objetivo criar uma imagem de marca, através da construção de relações e
comunicações com os consumidores. O Instagram é uma rede social bastante popular
entre o público mais jovem. O facto de funcionar à base de imagens e vídeos, torna a
mesma mais apelativa para as marcas, de forma a comunicarem através desses formatos
com os seus clientes.
Esta investigação inicia-se com a revisão de literatura, que aborda a evolução da web, as
diferenças entre os meios sociais e as redes sociais, a atual situação do Marketing, que
se encontra direcionado para os meios digitais, e como as diferentes técnicas e
estratégias do Marketing podem ser aplicadas ao Instagram.
Recorrendo às entrevistas exploratórias e à análise de conteúdo do Instagram da Dr.
Bayard, foi possível verificar que existem diferentes estratégias que ajudam a Dr.
Bayard a ter mais sucesso nesta rede social. A combinação de imagens criativas,
inovadoras e únicas são convidativas para os seguidores, que têm mais tendência a
interagir. Os resultados também demonstraram que os Influenciadores são uma boa
técnica de dar a conhecer a marca, desde que sejam utilizados de forma correta. Ficou
claro que os objetivos da presença da marca no Instagram e os conteúdos estão
interligados.
Social Media changed the world. Groups of different ages use different social networking sites, choosing the ones that fulfil their needs. Social Media also affected how people communicate and interact between themselves. Brands started to acknowledge the popularity of social media and decided to use them as a strategy for their Marketing campaigns. Social Media Marketing strategies have the goal to build brand awareness, through building relationships and communicating with customers. Instagram is amongst the most popular social media sites, specially for the younger generations. Brands are using Instagram as a Marketing platform, as it focuses more on images and videos, as it enables the creation of more appealing content. This thesis starts with a revision of the existing literature regarding the evolution of the web, the differences between social media and social network sites, as well as the current Marketing situation, that is moving towards the digital age and how all Marketing strategies and techniques could be applied to Instagram. Taking into consideration the performed interviews, as well the analysis made to Dr. Bayard’s Instagram, we came to the conclusion that Instagram offers immense opportunities to a business digital marketing strategy. According to the results the use of creative and unique images are the ones that have more interactions from Dr. Bayard’s followers, as they tend to interact with these contents. It was also possible to see, that if Influencers are used accordingly, they can work as a huge boost for the brand they represent. It was also made clear, that there is an existing connection between established goals and content published in Instagram.
Social Media changed the world. Groups of different ages use different social networking sites, choosing the ones that fulfil their needs. Social Media also affected how people communicate and interact between themselves. Brands started to acknowledge the popularity of social media and decided to use them as a strategy for their Marketing campaigns. Social Media Marketing strategies have the goal to build brand awareness, through building relationships and communicating with customers. Instagram is amongst the most popular social media sites, specially for the younger generations. Brands are using Instagram as a Marketing platform, as it focuses more on images and videos, as it enables the creation of more appealing content. This thesis starts with a revision of the existing literature regarding the evolution of the web, the differences between social media and social network sites, as well as the current Marketing situation, that is moving towards the digital age and how all Marketing strategies and techniques could be applied to Instagram. Taking into consideration the performed interviews, as well the analysis made to Dr. Bayard’s Instagram, we came to the conclusion that Instagram offers immense opportunities to a business digital marketing strategy. According to the results the use of creative and unique images are the ones that have more interactions from Dr. Bayard’s followers, as they tend to interact with these contents. It was also possible to see, that if Influencers are used accordingly, they can work as a huge boost for the brand they represent. It was also made clear, that there is an existing connection between established goals and content published in Instagram.
Description
Keywords
Marketing digital Redes sociais Instagram Dr. Bayard Media sociais Digital marketing Social Media Social networking sites