O uso de storytelling como estratégia de comunicação no recurso stories do Instagram
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2022
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A introdução das redes sociais e a produção de conteúdo, como estratégias de
marketing digital, vem revolucionando as dinâmicas da comunicação há alguns anos. Existem
cada vez mais estudos que se aprofundam nessas plataformas e suas relações com as marcas e
o público, principalmente após os anos de 2010. Nesta dissertação, o Instagram é o principal
foco da pesquisa, mais especificamente o Instagram Stories. O objetivo é perceber como a
prática do storytelling se aplica neste contexto efêmero e quais dinâmicas e ferramentas é
preciso considerar na produção de uma comunicação mais efetiva, onde se busca gerar um
relacionamento próximo com a audiência e transmitir uma imagem forte de marca. O
propósito é gerar ações que sejam positivas para a empresa. Adicionalmente, através dos
resultados obtidos nos estudos aplicados, este trabalho espera contribuir para o
reconhecimento dos Stories e outros recursos efêmeros como importantes elementos dentro da
estratégia de comunicação, de forma a facilitar sua inserção na elaboração de um plano. Além
do estudo teórico, com uma revisão de fontes secundárias essenciais para o desenvolvimento
do conhecimento adquirido para a pesquisa, dois estudos práticos foram realizados com o
objetivo de recolher informações e testar as dinâmicas mais comuns e eficazes de se aplicar na
plataforma. Os resultados demonstram a importância de adaptar o storytelling para este
formato efêmero e da construção de narrativas pensadas para se criar identificação, tendo em
conta o que mais atrai a audiência. O propósito está em entreter e criar uma conexão forte
com as pessoas, de forma que seja, preferencialmente, vantajosa para a marca.
The introduction of social media and content production as digital marketing strategies has been revolutionizing the dynamics of communication for a few years now. There are more and more studies that delve into these platforms and their relationship with brands and the public, especially after the years of 2010. In this dissertation, Instagram is the main focus of the research, more specifically Instagram Stories. The goal is to understand how the practice of storytelling applies in this ephemeral context and which dynamics and tools one must consider in the production of a more effective communication, where one seeks to generate a close relationship with the audience and transmit a strong brand image. The purpose is to generate actions that are positive for the company. Additionally, through the results obtained in the applied studies, this work hopes to contribute to the recognition of Stories and other ephemeral resources as important elements within the communication strategy, in order to facilitate their insertion in the elaboration of a plan. In addition to the theoretical study, with a review of secondary sources essential for the development of the knowledge acquired for the research, two practical studies were carried out with the aim of gathering information and testing the most common and effective dynamics to apply to the platform. The results demonstrate the importance of adapting storytelling for this ephemeral format and of constructing narratives designed to create identification, taking into account what attracts the audience the most. The purpose is to entertain and create a strong connection with people, in a way that is preferably advantageous to the brand
The introduction of social media and content production as digital marketing strategies has been revolutionizing the dynamics of communication for a few years now. There are more and more studies that delve into these platforms and their relationship with brands and the public, especially after the years of 2010. In this dissertation, Instagram is the main focus of the research, more specifically Instagram Stories. The goal is to understand how the practice of storytelling applies in this ephemeral context and which dynamics and tools one must consider in the production of a more effective communication, where one seeks to generate a close relationship with the audience and transmit a strong brand image. The purpose is to generate actions that are positive for the company. Additionally, through the results obtained in the applied studies, this work hopes to contribute to the recognition of Stories and other ephemeral resources as important elements within the communication strategy, in order to facilitate their insertion in the elaboration of a plan. In addition to the theoretical study, with a review of secondary sources essential for the development of the knowledge acquired for the research, two practical studies were carried out with the aim of gathering information and testing the most common and effective dynamics to apply to the platform. The results demonstrate the importance of adapting storytelling for this ephemeral format and of constructing narratives designed to create identification, taking into account what attracts the audience the most. The purpose is to entertain and create a strong connection with people, in a way that is preferably advantageous to the brand
Descrição
Orientação: Ana Figueiras
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, IMAGEM DE MARCA, INSTAGRAM, STORYTELLING, COMMUNICATION, BRAND IMAGE, INSTAGRAM, STORYTELLING