Micro-influenciadores: percepção da relação com os seus seguidores e ações comerciais que aumentam sua participação
DOI:
https://doi.org/10.7764/cdi.57.63765Palavras-chave:
Micro-influenciadores; marketing de influência; seguidores; participação; ações comerciais; publicidade.Resumo
Os influenciadores são uma parte fundamental do setor da publicidade. Entre eles, os que têm menos de 100 000 seguidores conseguem excelentes níveis de interação, estabelecendo uma relação mais próxima e credível com o seu público. Esta investigação questionou 290 micro-influenciadores sobre a sua relação com os seus seguidores, bem como sobre as ações comerciais que lhes permitem aumentar a interação. Os resultados mostram que as pequenas comunidades são, de fato, úteis para as marcas. Assim, de acordo com as pessoas inquiridas, os seguidores dos micro-influenciadores compartilham preocupações e gostos; aceitam e valorizam positivamente os conteúdos comerciais que publicam e estão conscientes de que as marcas oferecem os produtos ou serviços de que falam nos seus conteúdos. Além disso, não é consensual que mais seguidores tornem o seu trabalho mais complexo e acreditem que há sectores onde é mais fácil criar conteúdo digital. Por último, os formatos comerciais que conseguem um melhor engajamento - segundo a sua percepção- são os formatos audiovisuais em que aparece o produto, bem como os que permitem a interação, como a fórmula pergunta-resposta.
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