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Abstract(s)
Nos últimos anos, a importância das redes sociais na comunicação das marcas alterou por completo o Marketing. As empresas descobriram que os seus consumidores estão online e consequentemente a sua presença nas redes sociais é obrigatória. No entanto, a dinâmica no meio digital obriga a uma constante adaptação e aperfeiçoamento das estratégias de comunicação nas redes sociais, consoante o feedback do público-alvo. O engagement é uma das métricas mais importantes para a gestão de redes sociais e o conhecimento sobre os fatores que influenciam o engagement em marcas de bebidas alcoólicas é muito reduzido.
Neste contexto, é importante determinar quais as melhores formas de utilizar as redes sociais para aumentar o engagement junto do público e perceber quais as diferenças existentes entre as distintas redes sociais. Desta forma, observou-se a comunicação de três marcas de bebidas alcoólicas muito ativas no Facebook e Instagram em Portugal. Com base nos resultados obtidos foi possível averiguar quais os fatores que influenciam o engagement. Alguns fatores como o nível de vivacidade e tipo de conteúdo mostraram influência distinta no Facebook e Instagram. Outras variáveis como a frequência das publicações, nível de interatividade, comentários positivos e respostas aos fãs tiveram resultados semelhantes no engagement das duas plataformas.
O estudo mostra como os Instagram e os Facebook destas marcas de bebidas alcoólicas podem ser utilizados de forma distintas para potenciar o engagement junto do público-alvo e foi possível identificar algumas pistas para a criação de estratégias de comunicação mais eficazes nestas duas redes sociais.
In recent years, the importance of social networks in brand communication has completely changed Marketing. Companies have realized that their consumers are online and consequently their presence on social networks is mandatory. However, the dynamics in the digital environment requires a constant adaptation and improvement of communication strategies in social networks, depending on the feedback from the target audience. Engagement is one of the most important metrics for managing social networks and little is known about the factors influencing engagement in alcohol brands. In this way, it’s important to determine the best ways to use social networks to increase engagement with the public and to understand the differences between different social networks. It was observed the communication of three alcoholic beverages’ brands that are very active in Facebook and Instagram in Portugal. Based on the results obtained, it was possible to determine which factors influence engagement. Some factors such as the level of vividness and type of content showed distinct influence on Facebook and Instagram. Other variables such as frequency of publications, level of interactivity, positive comments and responses to fans had similar results in the engagement on both platforms. The study shows how the Instagram and Facebook pages of these alcohol brands can be used in a different way to enhance engagement with the target audience and it was possible to identify some clues for the creation of more effective communication strategies in these two social networks.
In recent years, the importance of social networks in brand communication has completely changed Marketing. Companies have realized that their consumers are online and consequently their presence on social networks is mandatory. However, the dynamics in the digital environment requires a constant adaptation and improvement of communication strategies in social networks, depending on the feedback from the target audience. Engagement is one of the most important metrics for managing social networks and little is known about the factors influencing engagement in alcohol brands. In this way, it’s important to determine the best ways to use social networks to increase engagement with the public and to understand the differences between different social networks. It was observed the communication of three alcoholic beverages’ brands that are very active in Facebook and Instagram in Portugal. Based on the results obtained, it was possible to determine which factors influence engagement. Some factors such as the level of vividness and type of content showed distinct influence on Facebook and Instagram. Other variables such as frequency of publications, level of interactivity, positive comments and responses to fans had similar results in the engagement on both platforms. The study shows how the Instagram and Facebook pages of these alcohol brands can be used in a different way to enhance engagement with the target audience and it was possible to identify some clues for the creation of more effective communication strategies in these two social networks.
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Keywords
Engagement Facebook Instagram Redes Sociais Marketing Social Media