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A Televisão e as Plataformas Digitais: Um Estudo de Caso sobre a Gestão do Instagram do Canal V+ TVI
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O presente relatório de estágio é uma análise do fenómeno das redes sociais e dos
factores que contribuíram para a sua relevância. A rede social Instagram é a plataforma
mais atractiva para os canais de televisão na área do entretenimento pelas suas
características visuais e por isso foi interessante abordar a mesma neste estudo de caso.
Devido ao potencial desta plataforma, vista como aliada de marketing e estratégia
dos canais de televisão para divulgar o seu trabalho e potenciar a sua marca, este tema foi
escolhido porse tratar de um espaço cada vez mais livre e criativo. Estes padrões elaboram
um ambiente mais propício à criação e produção de conteúdos, algo que está mais
limitado do ponto de vista das plataformas tradicionais de conteúdos, como é o caso da
televisão.
O mundo do entretenimento está a mudar e a possibilidade de integrar um estágio
no departamento digital do grupo possibilitou compreender que o Instagram tem mais
possibilidades de inovação, sendo um espaço mais moldável e aberto a novas ideias. Após
esta conclusão, surgiu o interesse em estudar esta plataforma e os seus métodos.
O Instagram é fundamental para a estratégia das marcas e o funcionamento desta
plataforma é mais complexo do que publicar fotografias, receber gostos e comentários.
Nos bastidores desta aplicação, que serve como formato de entretenimento para muitos
utilizadores com conta no Instagram, existem várias estratégias pensadas pelas marcas.
Apesar do foco principal ser o conteúdo, existe uma preparação prévia antes da publicação
do mesmo. O processo começa muito antes, quando é estudado o público-alvo e as
partilhas são concretizadas em momentos específicos do dia. O Instagram tem meios
especialmente concebidos para o sucesso das empresas como o Instagram Insights. Tanto
esta rede social, como as empresas que a incluem nos seus planos de marketing, retiram
vantagens recíprocas para os seus negócios.
The theme of this internship is about the phenomenon of social media, in particular, Instagram and how it is used by television channels in the entertainment area. The potential of this platform, as a marketing and strategy ally for television channels to promote their work and their brand, was chosen as the theme because it is an increasingly free and creative space. These standards create a more interesting environment for the creation and production of content, something that is more limited from the point of view of traditional content platforms, such as television. The world of entertainment is changing and the possibility of joining an internship in the group's digital department made it possible to understand that the options for innovating on Instagram represent a space that is more open to new ideas and more adaptable, not exclusive to the television. After this conclusion, I became interested in studying Instagram and its methods, as it represented more options and consequently it was interesting to explore this topic, which was new to me and about which I wanted to learn more. So far, we know that Instagram is fundamental to a brand's strategy and that it is very unlikely that any company will not be represented on this social media, as the benefits are quite evident. The way this platform works is more complex than just posting photos and receiving likes and comments. Behind an application that serves as entertainment for many users with an Instagram account, there is a strategy thought up by brands, the main thing is the content, but it cannot just be published. The process starts much earlier, when the brand produces content based on its target audience and shares it at specific times of the day, with the help of Instagram, which has media specially designed for the success of companies such as Instagram Insights. Both this social network and the companies that include it in their marketing plans benefit from each other for their business.
The theme of this internship is about the phenomenon of social media, in particular, Instagram and how it is used by television channels in the entertainment area. The potential of this platform, as a marketing and strategy ally for television channels to promote their work and their brand, was chosen as the theme because it is an increasingly free and creative space. These standards create a more interesting environment for the creation and production of content, something that is more limited from the point of view of traditional content platforms, such as television. The world of entertainment is changing and the possibility of joining an internship in the group's digital department made it possible to understand that the options for innovating on Instagram represent a space that is more open to new ideas and more adaptable, not exclusive to the television. After this conclusion, I became interested in studying Instagram and its methods, as it represented more options and consequently it was interesting to explore this topic, which was new to me and about which I wanted to learn more. So far, we know that Instagram is fundamental to a brand's strategy and that it is very unlikely that any company will not be represented on this social media, as the benefits are quite evident. The way this platform works is more complex than just posting photos and receiving likes and comments. Behind an application that serves as entertainment for many users with an Instagram account, there is a strategy thought up by brands, the main thing is the content, but it cannot just be published. The process starts much earlier, when the brand produces content based on its target audience and shares it at specific times of the day, with the help of Instagram, which has media specially designed for the success of companies such as Instagram Insights. Both this social network and the companies that include it in their marketing plans benefit from each other for their business.
Descrição
Palavras-chave
Redes sociais social media Instagram Marketing Instagram Insights Instagram Insights Marcas Brands Televisão Television Entretenimento Entertainment Público-alvo Target audience