{"id":800,"date":"2022-04-28T11:40:50","date_gmt":"2022-04-28T14:40:50","guid":{"rendered":"http:\/\/blog.bpool.co\/bisthenewa\/?p=800"},"modified":"2023-02-13T12:21:48","modified_gmt":"2023-02-13T15:21:48","slug":"featured-story-34-fizz","status":"publish","type":"post","link":"https:\/\/blog.bpool.co\/bisthenewa\/featured-story-34-fizz","title":{"rendered":"Featured Story #34 | Fizz"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">O mercado de influenciadores digitais \u00e9 um dos maiores do mundo e o segmento cresce cada vez mais, de acordo com pesquisa recente do Business Insider, a previs\u00e3o \u00e9 de que, at\u00e9 o final deste ano de 2022, o setor valha US$ 15 bilh\u00f5es (cerca de R$ 79 bilh\u00f5es).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mas, por que a\u00e7\u00f5es com influenciadores est\u00e3o crescendo tanto e o que agregam de valor para as marcas?&nbsp;<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Na Featured Story deste m\u00eas conversamos com a Priscila P\u00e1dua, s\u00f3cia da Ag\u00eancia Fizz, especializada em Marketing de Influ\u00eancia, Marketing Digital e Cross Branding. Confira o nosso bate papo sobre influenciadores digitais e cocria\u00e7\u00e3o como contribui\u00e7\u00e3o de valor para as marcas!<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"115\" src=\"https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-1024x115.png\" alt=\"\" data-id=\"711\" data-full-url=\"https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6.png\" data-link=\"http:\/\/blog.bpool.co\/bisthenewa\/featured-story-28-asminas\/rodape-e-mail-mkt-6\" class=\"wp-image-711\" srcset=\"https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-1024x115.png 1024w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-300x34.png 300w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-768x86.png 768w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-1536x172.png 1536w, https:\/\/blog.bpool.co\/bisthenewa\/wp-content\/uploads\/2021\/09\/Rodap\u00e9-E-mail-mkt-6-2048x230.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q:&nbsp; Priscila, <\/strong><strong>para iniciar nosso bate papo, como voc\u00ea definiria o <\/strong><strong><em>influenciador digital ou o criador de conte\u00fado<\/em><\/strong><strong>?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A: Criadores de conte\u00fado ou influenciadores possuem a capacidade de inserir a publicidade de forma criativa, espont\u00e2nea e com muita propriedade no seu dia a dia. Eles contam hist\u00f3rias, engajam seus seguidores em fotos ou v\u00eddeos, e percorrem as etapas do funil de convers\u00e3o que v\u00e3o desde a gera\u00e7\u00e3o de awareness at\u00e9 a convers\u00e3o em vendas daquele determinado produto ou servi\u00e7o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: Percebemos que a\u00e7\u00f5es com influenciadores vem aumentando cada vez mais. Quais s\u00e3o os principais motivos das marcas estarem aderindo a esse tipo de divulga\u00e7\u00e3o e quais os benef\u00edcios que diferenciam da publicidade tradicional?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A: O mercado de influ\u00eancia realmente tem crescido bastante. Houve uma grande transforma\u00e7\u00e3o nos \u00faltimos 20 anos. Da fase da explora\u00e7\u00e3o dos anos 2000, onde os usu\u00e1rios experimentaram os limites e as possibilidades do novo mundo digital, passando para a era da influ\u00eancia em massa, em 2010, com o surgimento da economia do influenciador, para a fase da a\u00e7\u00e3o, que vivemos hoje. Plataformas foram constru\u00eddas com base nas descobertas, educa\u00e7\u00e3o e criatividade. Viralizar ganhou um novo significado \u00e0 medida que ativismo e absurdo se re\u00fanem no mesmo espa\u00e7o. As postagens, ao mesmo tempo que entret\u00e9m, tamb\u00e9m passam muita informa\u00e7\u00e3o (infotenimento). Mais de 60% das pessoas j\u00e1 compraram algo por terem sido impactadas por estes posts. O marketing de influ\u00eancia re\u00fane atributos poderosos, ao mesmo tempo em que ele pode tornar uma marca conhecida, ele insere genuinamente o produto no dia a dia, gerando endosso e considera\u00e7\u00e3o, e atrav\u00e9s da inspira\u00e7\u00e3o, torna aquele produto ou servi\u00e7o uma necessidade latente. Atrav\u00e9s de links traqueados \u00e9 poss\u00edvel entender quem comprou e quanto foi vendido com uma determinada campanha; \u00e9 poss\u00edvel, inclusive ter feedbacks r\u00e1pidos sobre um determinado produto; al\u00e9m de criar comunidades de brand lovers, gerando conte\u00fado espont\u00e2neo a respeito de uma marca. Com todo este buzz que o marketing de influ\u00eancia gera, a troca \u00e9 muito mais r\u00e1pida e pode ser mais facilmente mensurada a convers\u00e3o do que na publicidade tradicional.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: Os influenciadores tamb\u00e9m s\u00e3o fontes de informa\u00e7\u00e3o para as pessoas, com uma comunica\u00e7\u00e3o mais leve, aut\u00eantica, descontra\u00edda e humana. O que voc\u00eas pensam sobre a cocria\u00e7\u00e3o de conte\u00fados entre marcas e influenciadores? O que isso pode trazer de valor para a empresa?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A: O trabalho de curadoria destes criadores de conte\u00fado que fazemos na Fizz \u00e9 muito importante para o sucesso da a\u00e7\u00e3o. \u00c9 necess\u00e1rio conhecer a fundo o perfil de cada um que far\u00e1 parte da campanha, quais s\u00e3o seus gostos, seus h\u00e1bitos, a constitui\u00e7\u00e3o da sua filha (c\u00f4njuge, n\u00famero de filhos, idade), onde moram etc. Para a campanha passar credibilidade, o criador de conte\u00fado deve realmente consumir aquela categoria\/produto. Neste tipo de mercado, n\u00e3o h\u00e1 espa\u00e7o para fingir consumir uma marca. Al\u00e9m disto, na grande maioria dos projetos que a Fizz atende, fazemos quest\u00e3o dos calls de alinhamento entre marca e influenciador. \u00c9 importante que ele tenha todas as informa\u00e7\u00f5es, formas de consumo, detalhes da marca para que crie um conte\u00fado aut\u00eantico, para que ele mesmo possa defender a marca, caso surjam coment\u00e1rios. Quando este processo \u00e9 respeitado, a chance de gerar valor \u00e9 muito grande, porque a marca passa a ter um f\u00e3, algu\u00e9m que realmente a incorpora ao seu dia a dia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: Al\u00e9m da cocria\u00e7\u00e3o de conte\u00fados entre as partes, algumas marcas trazem os influenciadores tamb\u00e9m para o processo de desenvolvimento de novos produtos e servi\u00e7os. Isso \u00e9 uma tend\u00eancia? O que as empresas buscam com essa estrat\u00e9gia?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A: Exatamente, hoje h\u00e1 v\u00e1rios exemplos de criadores de conte\u00fado que se tornaram s\u00f3cios de marcas, principalmente com as marcas nativas digitais. Esta estrat\u00e9gia faz muito sentido quando se tem um influenciador reconhecido em algum assunto junto \u00e0 uma marca que tem este mesmo tema na sua proposta de valor. A capacidade de personificar a marca \u00e9 um grande atributo, um match, ao qual o criador empresta seu endosso, recomenda\u00e7\u00e3o, genuinidade e espontaneidade, alavancando as vendas, consequentemente gerando mais lucros para ambos os lados.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: Qual o papel da Fizz na comunica\u00e7\u00e3o entre as duas pontas, marca e influenciador, principalmente em rela\u00e7\u00e3o a cria\u00e7\u00e3o de briefings, estrat\u00e9gias, e roteiros e conte\u00fado?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A: A hist\u00f3ria da Fizz, que est\u00e1 prestes a completar 10 anos, coincide com o surgimento da influ\u00eancia em massa, ou seja, somos pioneiras neste assunto, crescemos e nos desenvolvemos junto com o mercado. Somos respons\u00e1veis por toda a estrat\u00e9gia da comunica\u00e7\u00e3o que envolve, curadoria de tend\u00eancias, cria\u00e7\u00e3o das mensagens, mapeamento dos influenciadores, cocria\u00e7ao, calend\u00e1rios de postagens e mensura\u00e7\u00e3o dos resultados, com an\u00e1lises qualitativas e quantitativas de cada campanha.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: Em rela\u00e7\u00e3o a campanhas e inova\u00e7\u00f5es na \u00e1rea, o que devemos esperar desse mercado para os pr\u00f3ximos anos?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A: Este mercado tem se aprimorado muito, mas ainda tem muito a crescer. Os micro e nano influenciadores t\u00eam ganhado muita relev\u00e2ncia e se tornado cada vez mais pe\u00e7as fundamentais nos planos.&nbsp; A intelig\u00eancia artificial \u00e9 tamb\u00e9m uma ferramenta importante para escalar este mercado e a mensura\u00e7\u00e3o dos resultados tamb\u00e9m tem se tornado mais sofisticada, e trabalhamos aqui na Fizz para ajudar na constru\u00e7\u00e3o de padr\u00f5es de informa\u00e7\u00f5es que auxiliem as marcas a tomarem decis\u00f5es baseadas em dados.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O mercado de influenciadores digitais \u00e9 um dos maiores do mundo e o segmento cresce cada vez mais, de acordo com pesquisa recente do Business Insider, a previs\u00e3o \u00e9 de que, at\u00e9 o final deste ano de 2022, o setor valha US$ 15 bilh\u00f5es (cerca de R$ 79 bilh\u00f5es). Mas, por que a\u00e7\u00f5es com influenciadores [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":802,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[3],"tags":[96,111],"class_list":["post-800","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured-stories","tag-agencia","tag-fizz"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Featured Story #34 | Fizz - BIsTheNewA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.bpool.co\/bisthenewa\/featured-story-34-fizz\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Featured Story #34 | Fizz - BIsTheNewA\" \/>\n<meta property=\"og:description\" content=\"O mercado de influenciadores digitais \u00e9 um dos maiores do mundo e o segmento cresce cada vez mais, de acordo com pesquisa recente do Business Insider, a previs\u00e3o \u00e9 de que, at\u00e9 o final deste ano de 2022, o setor valha US$ 15 bilh\u00f5es (cerca de R$ 79 bilh\u00f5es). 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