A publicidade no contexto da marca Only Designs: um guia de recomendações para branded content no Instagram

Abstract

This paper, developed as an experimental project, aims to debate and ponder over the structural components of branded content as an advertising strategy for e-commerce in social medias and to understand how Branded Content and advertising are linked, and how the first is an evolution of the second one. Aiming, mainly, to understand the foundations of a well succeed brands on Instagram, firstly was done an exploratory research on e-commerce to define the fundamental strategies for a more efficient communication model on social medias. Based on this context, Branded Content designed for the Only Designs brand on Instagram was designed to strengthen the brand image in order to test and validate the search results. Subsequent to the analysis of the results, it became possible to develop an Instagram Recommendations Guide, in a way to share with small entrepreneurs who also use Instagram as the main channel for their digital business, the information raised by this study.