The Relationship Between Content Typologies and Brand Engagement on Instagram: The Case of Futebol Clube do Porto

The Relationship Between Content Typologies and Brand Engagement on Instagram: The Case of Futebol Clube do Porto

Bárbara Domingues, Jorge Remondes
Copyright: © 2024 |Pages: 34
DOI: 10.4018/979-8-3693-4195-7.ch012
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Abstract

This chapter aims to analyze the relationship between types of content and brand engagement on the social network Instagram, using the official Futebol Clube do Porto account as a case study. Task-oriented, informative, remunerative, and entertainment content was analyzed and related to the metrics that measure brand engagement (likes, comments, impressions, e-score), using the Futebol Clube do Porto account as a case study. It was found that the entertainment category is the one that stands out, as it has the highest percentage of engagement. It was also found that remunerative content was highly favored. Informative content proved to be the most neutral of all. The content that doesn't hold users' attention is task-oriented. It can be concluded that, although there are disparities in the levels of interaction between the various types of content, they all play a very important and necessary role in a good marketing strategy.
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Content Marketing

In 1996, Bill Gates already argued that “content is king” and although more than 25 years have passed, Müller and Christandl (2019) argue that Gates couldn't have been more right. Although this expression was coined more than two decades ago, we can say that it still holds today.

The term content marketing consists of an integrated and targeted action, which builds materials that enlighten consumers about what the company is, its objectives, and what products or services are available, encouraging purchase (Rez, 2012). The Content Marketing Institute (CMI) defines the term as:

“Science with a planned approach, oriented towards the creation and distribution of relevant content to arouse and preserve a previously thought target audience, and also to initiate more profitable activities on the part of consumers. It fosters ideas, encouraging the relationship between company and customer, to influence them”.

As we can see in Figure 1, content marketing is the area with the most commercial impact. It is also the area that appeals least to direct sales.

Figure 1.

Digital marketing commercial impact

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Source: http://www.smartinsights.com

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