Quando começamos a estudar sobre marketing digital, a fim de aprimorar as estratégias comunicativas do nosso negócio, logo nos deparamos com pesquisas que mostram que atualmente as pessoas tendem a consumir conteúdos com pouco ou nenhum texto, dando prioridade a fotos e imagens no estilo selfie.
O próprio algoritmo de redes sociais como Facebook e Instagram já reconhecem imagens com mais de 20% de texto e realizam a entrega desses conteúdos de maneira diferente do restante das postagens, além de não deixar que as mesmas sejam impulsionadas.
Mas no dia a dia da empresa nem sempre é possível realizar posts com pouco texto ou imagens em selfie para garantir esse tal engajamento, e então, o que fazer se você é fã dos textos mais longos ou percebe que poucas palavras não são o suficiente para passar o que sua empresa representa?
Calma! Você não precisa se render ao algoritmo para alcançar seu público-alvo, mas é muito importante reconhecer a necessidade desse público, porque mais importante que a quantidade de palavras que você escreve é saber o que as pessoas que estão do outro lado da tela realmente querem consumir.
Se você quer divulgar sua dissertação do mestrado, iniciou uma empresa nova ou afins, é importante perceber o que há de inovador e interessante dentro do seu produto que possa atrair o olhar dos consumidores, como por exemplo: quem iria gostar de ler minha tese? De que maneira essas pessoas gostariam de serem atingidas?
Quando você consegue encontrar um público que conversa com o seu serviço, é mais provável que ele também consuma a comunicação feita pela marca. Tudo percorre o espaço de entender o outro, afinal é disso que tanto falamos na comunicação, né?
Não adianta querer apenas falar sem ouvir o outro lado, um diálogo não se constrói sem pontes, “Isso inclui confiar no método, no processo e na possibilidade de contemplar diferentes perspectivas”, como diria Mayra no último post da Bebotê no Instagram.
E tenho a certeza que a partir do momento em que você consegue construir uma ponte com a sua audiência, qualquer coisa pode ser dita, porque vocês já estarão falando a mesma língua, seja em textos longos ou em meias palavras.
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