Entre seguidores, curtidas e comentários: o papel dos influenciadores digitais na comunicação de marketing

Abstract

The objetive of this study is the analysis of the role played by digital influencers as channels of marketing communication. The research methodology’s nature is classified as qualitative; as to the means as bibliographical and field, as to the ends, as exploratory and descriptive. The interviews conducted with four digital influencers from Instagram were analyzed based on this analyses content, based on Bardin (2016). The results show digital influencers play a significant role in the marketing communication of brands, once they work as channels to disseminate both their own experiences as well as messages transmitted by the brand. It can be seen that tools that allow a close integration with the audience (like the Stories) are considered very important to the interviewees. The metrics to evaluate the influencer’s performance are provided by the Commercial Instagram Profile resource, which are not considered satisfactory, once it does’t prove the influence generated. Despite the difficulty on measuring results, the brands that were interviewed reported they achieved positive results from their partnership with digital influencers, such as: increased sales and increased number of followers on their Instagram account. They also get more precise data through discount codes e through print screens sent by clients.