Influenciadores digitais no Youtube: uma análise das estratégias de comunicação das youtubers Niina Secrets e Camila Coelho

Abstract

The evolution of technology has caused several changes in the lives of individuals. This is due to the practicality it offers its users, precisely because it allows them to perform activities simply and efficiently. This technological progress has resulted in increased access to the digital environment due to the creation of more compact handsets that significantly facilitated access to this network. With these changes came digital influencers, who are like new opinion leaders. They are always connected and informed about the news and pass it on to those who accompany them. Realizing this, brands began to identify in these characters a gateway to attract new audiences, with this, new consumption habits have incorporated the lives of these consumers. Today, they seek support from digital influencers, who attract thousands of followers on various social networks. This paper seeks to understand the behavior of these agents increasingly present in the digital environment. The aim is to present the advertising carried out in this medium, which works the image of these agents strategically, analyzing not only the aesthetics of the content developed by them, but also the techniques used, since they want to convince users that that product really works. . For that, we used as a case study the profiles of youtubers Niina Secrets and Camila Coelho. In this study, it was observed that the numbers are not always sufficient to measure the quality of a message. Brands need to understand that digital platforms are underpinned by participatory culture and understand that to reach audiences in order to win them, they need to feel that they are part of creating that content.