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Advisor(s)
Abstract(s)
A sociedade em que nos inserimos hoje é resultado de um avanço tecnológico
constante e necessário, e que se efetuou previsível com a evolução dos tempos. Se há
15 anos nos dissessem que estaríamos hoje perante formas de comunicação,
promoção, divulgação (e tantos outros) como aquelas a que atualmente temos acesso,
provavelmente não acreditaríamos. Mas é aí que está “magia” da evolução.
Alterou-se o tipo de relações entre pessoas e as ambições passaram também a ser
outras. Aqueles que nos fazem querer ter e ser deixaram de estar distantes e de ser
aspirações impossíveis e identificam-se como sendo iguais a “nós”. Criou-se uma
proximidade entre a marca e o seu público, mediada, em muitos casos, por pessoas
cuja credibilidade e influência é muitas vezes momentânea e por fases. Falamos de
influenciadores digitais ou celebridades online. E, consequentemente, da importância
de aferir como e o porquê desta influência perdurar no tempo e designar-se, a longo
prazo, uma estratégia duradoura para as marcas que decidem investir na mesma.
O YouTube, por si só, sempre teve um impacto significativo devido a tudo aquilo que
permite e por ser uma plataforma inovadora. Atualmente, e devido ao seu crescimento
exponencial (no mundo, como em Portugal), justificado pelas diversas utilizações e
fins que possibilita, ganhou uma importância que se considera relevante analisar.
Por essa razão, neste trabalho propusemo-nos a perceber de que forma o YouTube
pode, efetivamente, ser uma mais valia para criar valor, através dos influencers, por
meio do conteúdo oferecido por estes a nível nacional. Para tal, focar-nos-emos no
segmento de Moda, Beleza e Lifestyle, género de conteúdo que ocupa um lugar de
destaque no que diz respeito aos vídeos disponibilizados e consumidos na plataforma.
Assim, pretendeu-se estudar as características predominantes deste conteúdo, de
forma a produzir conhecimento útil e valioso para a área, através de uma pesquisa
exploratória, com recurso ao método qualitativo por meio de uma análise de conteúdo.
Concluiu-se que existem fatores que influenciam a recetividade, o sucesso e o
interesse, sendo importante ter isto em conta antes da criação de conteúdo na
plataforma.
ABSTRACT: The society we are in today is the result of a constant and needed technological improvement, which has become predictable with the evolution of time. If 15 years ago we were told that today we would be faced with ways of communication, promotion, dissemination (and so on) like those we can access today, we probably wouldn’t belive. But this is where the “magic” of evolution lies. The type of relationships between people has changed and the ambitions become others. Those who make us want to have and be are not distant anymore and stopped being impossible aspirations, identifying themselves as being equal to “us”. It was created a proximity between the brand and its audience, mediated several times by persons whose credibility and influence is often transitory and not consistent. We talk about digital influencers or online celebrities. And, consequently, about the importance of assessing how and why this influence lasts over time and, in the long term, why is a lasting strategy for the brands that decide to invest in it. YouTube, by itself, has always had a significant impact due to everything it allows and for being an innovative platform. Currently, and because its exponential growth (in the world as in Portugal), justified by the many uses and purposes it enables, has gained an importance considered relevant to analyze. For this reason, in this work we aim to understand how YouTube can, effectively, be an advantage to create value, through the influencers and content they create, at a national level. To this end, we will focus on Fashion, Beauty and Lifestyle segment, one of the most uploaded and consumed content on the platform. Thus, it was intended to study the predominant features of this content, in order to produce useful and valuable knowledge for the area, through an exploratory research and a qualitative method by means of a content analysis. In the end, this study has concluded that there are some factors that influence the receptivity, the success and the audience’s interest, so it is important to take this into account before creating content for the platform.
ABSTRACT: The society we are in today is the result of a constant and needed technological improvement, which has become predictable with the evolution of time. If 15 years ago we were told that today we would be faced with ways of communication, promotion, dissemination (and so on) like those we can access today, we probably wouldn’t belive. But this is where the “magic” of evolution lies. The type of relationships between people has changed and the ambitions become others. Those who make us want to have and be are not distant anymore and stopped being impossible aspirations, identifying themselves as being equal to “us”. It was created a proximity between the brand and its audience, mediated several times by persons whose credibility and influence is often transitory and not consistent. We talk about digital influencers or online celebrities. And, consequently, about the importance of assessing how and why this influence lasts over time and, in the long term, why is a lasting strategy for the brands that decide to invest in it. YouTube, by itself, has always had a significant impact due to everything it allows and for being an innovative platform. Currently, and because its exponential growth (in the world as in Portugal), justified by the many uses and purposes it enables, has gained an importance considered relevant to analyze. For this reason, in this work we aim to understand how YouTube can, effectively, be an advantage to create value, through the influencers and content they create, at a national level. To this end, we will focus on Fashion, Beauty and Lifestyle segment, one of the most uploaded and consumed content on the platform. Thus, it was intended to study the predominant features of this content, in order to produce useful and valuable knowledge for the area, through an exploratory research and a qualitative method by means of a content analysis. In the end, this study has concluded that there are some factors that influence the receptivity, the success and the audience’s interest, so it is important to take this into account before creating content for the platform.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Influencer marketing Conteúdo Social media YouTube Content
Citation
Ferreira, A.C. F. (2021). As caraterísticas mais valorizadas no conteúdo produzido pelos YouTubers de moda, beleza e lifestyle, em Portugal. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13092
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social