Publicação
Ser ou Não Ser Belo(a): Os Influenciadores Digitais e os Produtos de Beleza no TikTok
| Resumo: | Digital influencers are becoming increasingly important, and their success depends on audience engagement to generate income and establish partnerships with brands. In this context, TikTok could be an important platform, as it differentiates itself by producing and consuming short videos and has experienced explosive growth, especially among young audiences. In this sense, it is of particular interest to analyse the activity of digital influencers and audience interaction on this social network, to better understand the strategies adopted and audience responses. For this reason and looking at the specific case of the beauty segment, in this work we analysed the activity of nine digital influencers, considering the characteristics of their activity and their reach and interaction. The results point to a less than homogeneous scenario, with a variety in both the number of posts and the average length of the videos. The existence of publications produced at home is the element common to all. Finally, the analysis suggests that reach does not necessarily translate into greater interaction. |
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| Autores principais: | Teixeira, Nuno |
| Outros Autores: | Almeida, Ana Margarida Carvalho; Góis, Filomena |
| Assunto: | Advertising TikTok Influencers Digital Brands Publicidade TikTok Influenciadores Digital Marcas Publicidad TikTok Influencers Digital Marcas |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | unknown |
| Instituição associada: | Associação Portuguesa de Ciências da Comunicação |
| Idioma: | português |
| Origem: | Revista Comunicando |
| Resumo: | Digital influencers are becoming increasingly important, and their success depends on audience engagement to generate income and establish partnerships with brands. In this context, TikTok could be an important platform, as it differentiates itself by producing and consuming short videos and has experienced explosive growth, especially among young audiences. In this sense, it is of particular interest to analyse the activity of digital influencers and audience interaction on this social network, to better understand the strategies adopted and audience responses. For this reason and looking at the specific case of the beauty segment, in this work we analysed the activity of nine digital influencers, considering the characteristics of their activity and their reach and interaction. The results point to a less than homogeneous scenario, with a variety in both the number of posts and the average length of the videos. The existence of publications produced at home is the element common to all. Finally, the analysis suggests that reach does not necessarily translate into greater interaction. |
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