Estratégia para o Instagram da marca ESC Online

Abstract

Com a relevância que as redes sociais online têm vindo a ganhar ao longo dos anos, a importância das marcas estarem presentes nas mesmas, torna-se cada vez mais crucial para conseguirem acompanhar a evolução do mundo digital. Desta forma, é importante perceber o que os utilizadores pretendem ver e o que pode ser melhorado, de forma a entregar a melhor experiência aos usuários. Com este Trabalho Projeto é delineada uma estratégia para o Instagram da marca ESC Online, que pertence à Estoril Sol Digital (ESD), Online Gaming Products and Services, S.A.. A ideia do tema, prende-se com o facto de ter tido a oportunidade de estagiar nesta empresa e de ter passado por todos os departamentos da mesma, o que fez com que refletisse sobre o que tem de ser melhorado na mesma, chegando à conclusão que são as redes sociais online. Ao realizar um benchmark, observa-se que o principal foco tem de ser o Instagram, uma vez que, para além desta rede social online ser a mais utilizada pelas empresas para comunicarem com os clientes, é também a plataforma onde a ESC Online, regista uma grande discrepância de seguidores e engagement, quando comparada com a concorrência. Ao procurar saber as preferências de conteúdo do público-alvo, através de um inquérito online e de estudos realizados, delineia-se uma estratégia para o Instagram da ESC Online, com o objetivo da marca acompanhar a evolução que o mundo digital regista, e criar uma maior ligação com o público, consolidando ainda mais, o nome ESC Online no mercado.

With the growing relevance that online social networks have gained over the years, the importance of brands being present on these platforms has become increasingly crucial for them to keep up with the evolution of the digital world. In this context, it is important to understand what users want to see and what can be improved in order to provide the best experience for the audience. This project outlines a strategy for the Instagram account of the ESC Online brand, which belongs to Estoril Sol Digital (ESD), Online Gaming Products and Services, S.A. The idea for this topic stems from the opportunity I had to undertake an internship at this company and to work across all its departments, which led me to reflect on what needed improvement and to reach the conclusion that online social networks are the area requiring attention. By conducting a benchmark, it was concluded that the main focus must be Instagram, as this online social network is not only the most commonly used by companies to communicate with their clients, but also the platform where ESC Online displays a significant gap in followers and engagement compared to its competitors. By seeking to understand the target audience's content preferences through an online survey and existing studies, a strategy for ESC Online's Instagram has been outlined, aiming to help the brand keep pace with the evolution of the digital world and create a stronger connection with its audience, further consolidating the name ESC Online in the market.With the growing relevance that online social networks have gained over the years, the importance of brands being present on these platforms has become increasingly crucial for them to keep up with the evolution of the digital world. In this context, it is important to understand what users want to see and what can be improved in order to provide the best experience for the audience. This project outlines a strategy for the Instagram account of the ESC Online brand, which belongs to Estoril Sol Digital (ESD), Online Gaming Products and Services, S.A. The idea for this topic stems from the opportunity I had to undertake an internship at this company and to work across all its departments, which led me to reflect on what needed improvement and to reach the conclusion that online social networks are the area requiring attention. By conducting a benchmark, it was concluded that the main focus must be Instagram, as this online social network is not only the most commonly used by companies to communicate with their clients, but also the platform where ESC Online displays a significant gap in followers and engagement compared to its competitors. By seeking to understand the target audience's content preferences through an online survey and existing studies, a strategy for ESC Online's Instagram has been outlined, aiming to help the brand keep pace with the evolution of the digital world and create a stronger connection with its audience, further consolidating the name ESC Online in the market.