Marketing de influência no Instagram: as estratégias dos influenciadores tocantinenses

Abstract

This dissertation has as its general theme the marketing strategies and the use of resources and features of the Instagram platform by digital influencers from Tocantins. The research objective was to identify influencer marketing strategies in the profiles of Tocantins-based digital influencers on the Instagram platform. The research problem was formulated as follows: how do digital influencers from Tocantins use influencer marketing strategies and Instagram platform features in the production of digital content? The theoretical framework was drawn from current literature on marketing, digital marketing, and the Instagram platform. The work was carried out within the framework of basic research, combining the use of descriptive-explanatory methodology, bibliographic and documentary research, and empirical data collection procedures conducted directly on the selected profiles to gain a sufficient understanding of the subject. The empirical sample was selected based on the classification of profiles according to the level of reach they achieve. As a result of the research, it was found that Tocantins digital influencers employ explicit influencer marketing strategies in their Instagram content to gain followers, such as the use of hashtags, maintaining a regular posting schedule, carefully curating their feed, understanding audience preferences, creating relevant content within their niche, strategically selecting geolocation, and collaborating with other profiles by mentioning them in their posts.