{"id":60873,"date":"2022-08-23T00:00:00","date_gmt":"2022-08-22T22:00:00","guid":{"rendered":"https:\/\/llyc.global\/2022\/08\/23\/a-hipermetropia-das-marcas-os-influenciadores-invisiveis\/"},"modified":"2025-02-14T12:58:24","modified_gmt":"2025-02-14T11:58:24","slug":"a-hipermetropia-das-marcas-os-influenciadores-invisiveis","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/a-hipermetropia-das-marcas-os-influenciadores-invisiveis\/","title":{"rendered":"A HIPERMETROPIA DAS MARCAS: OS INFLUENCIADORES INVIS\u00cdVEIS"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; 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horizontal_offset_tablet=&#8221;0&#8243; z_index_tablet=&#8221;0&#8243;]<\/p>\n<p>Provavelmente, voc\u00ea nunca se perguntou: &#8220;Voc\u00ea acha que sua marca precisa de \u00f3culos?&#8221;. Embora essa pergunta pare\u00e7a ser um jeito estranho de come\u00e7ar um texto de marketing, seu sentido metaf\u00f3rico \u00e9 muito \u00fatil para expressar um dos grandes desafios do gerenciamento de marketing de influenciadores hoje em dia: <strong>a hipermetropia das marcas.<\/strong><\/p>\n<p>Segundo dados da Statista, em 2021 a ind\u00fastria de marketing de influenciadores na Am\u00e9rica Latina foi avaliada em 13 bilh\u00f5es de d\u00f3lares, e a proje\u00e7\u00e3o \u00e9 que aumente entre 20% e 30% este ano. Desde o surgimento das redes sociais, as empresas comerciais dobraram seus esfor\u00e7os econ\u00f4micos para associarse a grandes celebridades ou personalidades bem relevantes, devido \u00e0 sua capacidade de influenciar o pensamento e o comportamento de seus p\u00fablicos.<\/p>\n<p>Por\u00e9m, nessa mesma premissa, entraria em cena outra comunidade que nem sempre \u00e9 considerada nas estrat\u00e9gias de <em>marketing de influ<\/em><em>\u00ea<\/em><em>ncia<\/em>: os l\u00edderes e colaboradores da empresa. Por que eles quase nunca s\u00e3o notados, embora estejam t\u00e3o pr\u00f3ximos? Ser\u00e1 que as marcas precisam graduar sua vis\u00e3o para ver melhor de perto?<\/p>\n<p>A integridade e credibilidade de uma marca est\u00e1 principalmente na percep\u00e7\u00e3o que seus pr\u00f3prios colaboradores t\u00eam dela. Eles podem se tornar os melhores (ou piores) embaixadores da marca l\u00e1 fora. Por isso, as fronteiras entre a comunica\u00e7\u00e3o externa e interna j\u00e1 n\u00e3o s\u00e3o t\u00e3o claras, e \u00e9 importante n\u00e3o mant\u00ea-las como esferas independentes.<\/p>\n<p>Se h\u00e1 algo que caracteriza a era do consumo em que vivemos \u00e9 a transfer\u00eancia de poder aos indiv\u00edduos, que s\u00e3o capazes de captar o mesmo ou mais elevado n\u00edvel de aten\u00e7\u00e3o que uma marca ou uma institui\u00e7\u00e3o. Nesse contexto, capacitar os participantes da organiza\u00e7\u00e3o agrega valor \u00e0s estrat\u00e9gias de comunica\u00e7\u00e3o digital, aumenta exponencialmente as oportunidades de conex\u00e3o e reduz os riscos em casos de crise.<\/p>\n<p>Obviamente, essa n\u00e3o \u00e9 uma tarefa f\u00e1cil. Para conectar-se aos colaboradores, \u00e9 preciso agir com base em seus interesses, ouvilos e entender sua individualidade dentro do coletivo. Isso n\u00e3o significa compartilhar conte\u00fados sem sentido ou controlar suas postagens nas redes sociais, mas fazer com que participem do prop\u00f3sito da marca como elemento coeso e motivacional, para que se sintam inspirados e emocionalmente conectados aos seus valores.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_vertical_length_tablet=&#8221;0px&#8221; text_text_shadow_blur_strength=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_blur_strength_tablet=&#8221;1px&#8221; link_text_shadow_horizontal_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; link_text_shadow_vertical_length=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_vertical_length_tablet=&#8221;0px&#8221; link_text_shadow_blur_strength=&#8221;link_text_shadow_style,%91object Object%93&#8243; link_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ul_text_shadow_horizontal_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ul_text_shadow_vertical_length=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ul_text_shadow_blur_strength=&#8221;ul_text_shadow_style,%91object Object%93&#8243; ul_text_shadow_blur_strength_tablet=&#8221;1px&#8221; ol_text_shadow_horizontal_length=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; ol_text_shadow_vertical_length=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_vertical_length_tablet=&#8221;0px&#8221; ol_text_shadow_blur_strength=&#8221;ol_text_shadow_style,%91object Object%93&#8243; ol_text_shadow_blur_strength_tablet=&#8221;1px&#8221; quote_text_shadow_horizontal_length=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; quote_text_shadow_vertical_length=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_vertical_length_tablet=&#8221;0px&#8221; quote_text_shadow_blur_strength=&#8221;quote_text_shadow_style,%91object Object%93&#8243; quote_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_text_shadow_horizontal_length=&#8221;header_text_shadow_style,%91object Object%93&#8243; [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":60875,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[87],"class_list":["post-60873","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v27.7) - 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