O uso de influenciadores digitais em estratégias de comunicação: um olhar dos profissionais de comunicação do Rio Grande do Sul

Abstract

The production of content on digital platforms it is each time more a common practice to any person. Those platforms that dedicate themselves to create content frequently, with thematic and relevance, stand out and attract the looks of thousands of people. This power of influence, of the so called “digital influencers”, has been noticed by communication marks and professionals. This way, this project searches to analyze and understand how communication professionals of Rio Grande do Sul treat the presence of digital influencers in their strategies. To make the understanding of the subject easier, questions that treated about the concept of digital influencers, their inclusion on communication planning, profile selection process, types of developed actions and mensuration formats, have been related. To help the reach of the proposed objectives, the method of exploratory research has been chosen, for treating itself as a field of study that is still recent and with little investigation, in which the questions that have been brought up would not have the conditions of being answered by other sources, other than the subjects of this market. The research was made by interviews with semi structured questionnaries together with communication professionals. As results, we identified that most of the actions with influencers happen, punctually. The profile choosing is made manually and the main criterion is the identifying with the mark. The most common type of action are the digital campaigns and the actions mensuration is realized without the use of the proper tools to this end.