O storytelling como marketing de conteúdo nas redes sociais: o caso Malu Gabatti

Abstract

The main focus of this research is to observe how the narrative comparison in content marketing strategy on social media, taking as a case the launch campaign of the song "Deve Ser Horrível Dormir Sem Mim" by Manu Gavassi on Instagram. The specific objectives are: theoretical understanding, the concept of storytelling and its relationship with advertising and associations in contemporary times, understanding the characteristics of content marketing in the context of a participatory culture of fans on social media and analysis of the Manu Gavassi case in light of the perspective of storytelling as content marketing, through document research and content analysis. To carry out this analysis, it was necessary to understand, at first, concepts considered more relevant to the research topic, such as storytelling, content marketing, participatory culture, fan culture and hybrid advertising. In a second moment, we developed a documental research through content analysis as a way to separate, categorize and analyze all posts made by the artist during the period of the song's release and, with this, observe how storytelling characteristics are made gifts. It was possible to conclude that storytelling offers specific aspects that allow for the inclusion of the contemporary scenario of advertising dissemination, in which constructive information is exchanged horizontally, establishing true trends and, thus, reaching its ultimate goal of captivating the public's attention.