Uma campanha publicitária utiliza a mesma peça publicitária nas diferentes redes sociais digitais? análise de peças de bancos no Instagram, Tiktok e Youtube

Abstract

This study aims to verify whether an advertising campaign—using videos published on different digital social networks—utilizes the same videos across the different platforms. To achieve this objective, a bibliographic research approach was used to address concepts such as digital social networks and the algorithms of Instagram, TikTok, and YouTube; the banks Caixa Econômica Federal, Itaú, and Nubank; social media and its mass use by the Brazilian public, as well as the consumption of video content on these networks; the role of advertisers and advertising in the development of campaigns, and their presence in the online world. The analysis was structured in the following steps: selection, analysis, and conclusion, presented in tables for each campaign of each bank. The selected campaigns were: "Em 2024, acredita e vem" by Caixa Econômica Federal; "Feito de Futuro" by Itaú; and "Planos no Papel" by Nubank. Based on the analysis, it became clear that the same videos are indeed published across different social networks. However, not all videos are the same, and another important point is that cuts from a larger video are used as material for other videos and possibly other social networks. Moreover, it is noticeable that the campaigns are increasingly being conceived in a unified way, with a single production adapted for different networks.