Influenciadores perdem 41% do alcance de posts na pandemia

Influenciadores perdem alcance em postagens durante pandemia de covid-19 Pixabay

Um estudo mundial sobre o impacto da pandemia no marketing de influenciadores, realizado pela empresa Socialbakers, mostra queda significativa na quantidade de conteúdo patrocinado postado e no número de marcas que fazem parcerias.

Os dados apontam que houve uma queda acentuada no chamado “Influencer Marketing Efficiency”, que é a proporção de interações médias na postagem de um influenciador mencionando uma marca. Em abril de 2020, a eficiência do marketing de influenciadores diminuiu 41% em relação a abril de 2019.

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O uso de hashtags como #ad e #publi, por exemplo, caiu 30% em relação ao ano passado, número considerado muito abaixo do esperado e que estaria apontando para novas tendências no mercado do marketing digital.

Um dos motivos dessa baixa seria o corte nos orçamentos de campanhas de marketing digital. Segundo a Socialbakers, isso não significa uma paralisação nas publicidades, mas uma mudança para perfis menores e mais focadas em assuntos.

“Nano e microinfluenciadores agora são vistos como recursos de alto valor, trazendo alto impacto sem o grande preço dos macro e megainfluenciadores”, explica Alexandra Avelar, gerente da Socialbakers no Brasil. “Como os orçamentos permanecem apertados, as marcas mais experientes provavelmente continuarão a expandir parcerias com esses influenciadores menores, como parte de uma estratégia mais inteligente de mídia social após a pandemia”, continua.

Os dados indicam que o público tem se interessado mais por conteúdos relacionáveis à vida real e ao cotidiano, em vez de postagens “bem cuidadas”. “As pessoas estão gastando mais tempo nas redes sociais durante a pandemia e elas querem saber e sentir que suas marcas preferidas estão se envolvendo para ajudar nesse período de crise”, afirma Yuval Ben-Itzhak, CEO da Socialbakers.

* Estagiário do R7, sob supervisão de Pablo Marques

Veja também: O que fazer nos acidentes com o computador durante o home office

Este texto foi publicado primeiro em http://noticias.r7.com/tecnologia-e-ciencia/influenciadores-perdem-41-do-alcance-de-posts-na-pandemia-03072020

Via RSS publicado em https://vitorolig.tumblr.com/post/622636733839933440

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