A diferença entre o Instagram e o TikTok na promoção de produtos de beleza e cosmética : um estudo comparativo entre micro e macro influencers
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2024
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Os influencers exercem um poder transformador no mercado de beleza e cosmética, ao moldar tendências, estabelecer padrões estéticos e ampliar a influência da indústria. Estes conectam-se diretamente com um público ávido por descobrir novos produtos e recomendações, inspirando e influenciando, assim, as escolhas e preferências dos consumidores. O foco desta dissertação incide na comparação das estratégias de marketing entre micro e macro influencers nas plataformas TikTok e Instagram, com uma atenção específica ao setor de beleza e cosmética. O objetivo principal é extrair conclusões pertinentes acerca das campanhas publicitárias promovidas por estes influencers e o seu impacto nas interações dos utilizadores. A metodologia adotada baseou-se numa análise detalhada de todos os elementos presentes nas publicações, englobando o conteúdo visual e textual. Este método permitiu uma compreensão das estratégias de conteúdo. Adicionalmente, a investigação abordou as interações dos seguidores, analisando as diferentes formas de envolvimento, com o intuito de compreender de que modo o conteúdo influencia as ações e reações dos seguidores, revelando padrões de comportamento e preferências. As conclusões obtidas oferecem insights valiosos sobre a eficácia das campanhas publicitárias conduzidas por micro e macro influencers, contribuindo para uma melhor compreensão das dinâmicas do marketing de influência, permitindo a melhoria das estratégias tanto das marcas como dos influencers no mercado de beleza e cosmética, especialmente nas plataformas TikTok e Instagram. Palavras-Chave: influenciadores; marca; redes sociais; publicidade; beleza
Influencers exert transformative power in the beauty and cosmetics market, by shaping trends, establishing aesthetic standards and expanding the industry's influence. These connect directly with an audience eager to discover new products and recommendations, which inspire and influence consumer choices and preferences. The focus of this dissertation is comparing marketing strategies between micro and macro influencers on the TikTok and Instagram platforms, with specific attention to the beauty and cosmetics sector. The main objective is to draw relevant conclusions about the advertising campaigns promoted by these influencers and their impact on user interactions. The methodology adopted was based on a detailed analysis of all the elements present in the publications of the influencers, encompassing visual and textual content. This method allowed a thorough understanding of content strategies. Additionally, the investigation addressed follower interactions, analyzing different forms of involvement, with the aim of understanding how content influences followers' actions and reactions, revealing patterns of behavior and preferences. The conclusions obtained offer valuable insights into the effectiveness of advertising campaigns carried out by micro and macro influencers, contributing to a better understanding of the dynamics of influencer marketing, allowing the improvement of strategies for both brands and influencers in the beauty and cosmetics market, especially on the TikTok and Instagram platforms. Keywords: influencers; brand; social media; advertising; beauty
Influencers exert transformative power in the beauty and cosmetics market, by shaping trends, establishing aesthetic standards and expanding the industry's influence. These connect directly with an audience eager to discover new products and recommendations, which inspire and influence consumer choices and preferences. The focus of this dissertation is comparing marketing strategies between micro and macro influencers on the TikTok and Instagram platforms, with specific attention to the beauty and cosmetics sector. The main objective is to draw relevant conclusions about the advertising campaigns promoted by these influencers and their impact on user interactions. The methodology adopted was based on a detailed analysis of all the elements present in the publications of the influencers, encompassing visual and textual content. This method allowed a thorough understanding of content strategies. Additionally, the investigation addressed follower interactions, analyzing different forms of involvement, with the aim of understanding how content influences followers' actions and reactions, revealing patterns of behavior and preferences. The conclusions obtained offer valuable insights into the effectiveness of advertising campaigns carried out by micro and macro influencers, contributing to a better understanding of the dynamics of influencer marketing, allowing the improvement of strategies for both brands and influencers in the beauty and cosmetics market, especially on the TikTok and Instagram platforms. Keywords: influencers; brand; social media; advertising; beauty
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COMMUNICATION, ADVERTISING, TRADEMARKS, SOCIAL NETWORKS, BEAUTY, MESTRADO EM COMUNICAÇÃO, MARKETING E MEDIA DIGITAIS, COMUNICAÇÃO, MARKETING, PUBLICIDADE, MARCAS COMERCIAIS, REDES SOCIAIS, BELEZA, Mestrado em Comunicação, Marketing e Media Digitais