Por que os influenciadores digitais parecem desconectados da realidade

Observar alguns ícones da influência digital no Brasil se tornou um convite para o assombro. Faturas de cartão de crédito infames expostas, tatuagens inusitadas em partes do corpo ainda mais surpreendentes, famílias felizes em fotos enquanto devem milhões em impostos, influenciadora fitness casada com pagodeiro despejada por aluguel atrasado.

Os atores que já passaram pela Globo em algum momento e que agora disparam bobagens nas redes sociais são uma categoria à parte no hall da influência, assim como as ex-bailarinas e assistentes de palco de programas de TV, possivelmente superados somente pelos ex-participantes de .

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Em comum, além de muitos seguidores no Instagram, essa turma acumula polêmicas. Recentemente, Gabi Brandt, de 26 anos, revelou em uma live nas redes sociais que o boleto do mês de junho ficou em R$ 377 mil. Posteriormente a influenciadora explicou que não gasta isso todos os meses. Não foi um caso isolado, outros influenciadores fizeram o mesmo. Como destacou o colunista Fefito, os .

Os influenciadores são um tapa na cara do brasileiro já tão cansado de apanhar. Mas essa falta de sensibilidade, e principalmente, de , é apenas um sintoma de um problema maior.

Influenciadores estão se tornando irrelevantes

A influência digital tradicional, na qual o simples fato de uma pessoa ter milhares de conexões em uma rede social era suficiente para fechar contratos e ganhar milhares de reais, está em crise.

O TikTok deixou o mundo da influência de pernas no ar. Se no Instagram eram os famosos e subcelebridades que reinavam, no TikTok o destaque vai para o conteúdo produzido por milhões de anônimos.

Saímos da era das conexões e entramos na era dos interesses. Cada vez mais as pessoas consomem os temas que as interessam e menos o conteúdo que as pessoas que elas estão conectadas publicam. Como disse o marqueteiro e influenciador Gary Vee, o TikTok faz sucesso porque optou por um gráfico de interesse e não um gráfico social como as redes sociais antes da rede social chinesa explodir.

You?ll always stay longer if it?s about things you?re into NOW versus people who were interested WHEN

O envolvimento dos usuários no Instagram tem caído em todos os aspectos. O engajamento geral no aplicativo diminuiu cerca de 44% desde 2019, de acordo com um novo estudo da empresa de mídia social , que analisou aproximadamente 81 milhões de postagens no Instagram feitas entre janeiro de 2019 e fevereiro de 2022.

A queda no engajamento aumentou quando o Instagram lançou o Reels em agosto de 2020. O recurso de vídeo de formato curto tinha o objetivo de ajudar a Meta (dona do Instagram e ) a competir com o TikTok. Na semana passada, o Instagram anunciou mudanças para acelerar esse processo. Mas um dia após o Instagram anunciar a novidade, as influenciadoras Kylie Jenner e Kim Kardashian, que juntas têm 686 milhões de seguidores na plataforma, lançarem uma campanha contra a mudança.

As irmãs compartilharam uma mensagem dizendo “Make Instagram Instagram Again” (faça o Instagram Instagram de novo), reclamando que a rede de Zuckerberg estava “tentando ser TikTok” em vez de se concentrar no compartilhamento de fotos.

Para as irmãs, que nem de longe têm a mesma relevância no TikTok, um algoritmo de interesses e não relacionado ao número de seguidores implica uma considerável diminuição de relevância.

TikTok e a influência dos anônimos

A mudança do Instagram é uma resposta à fuga de usuários e anunciantes que estão migrando para o TikTok. Apenas um dia depois do anúncio da mudança e após o feedback negativo de muitos usuários, o CEO do Instagram, Adam Mosseri, postou um mea culpa em seu perfil do Twitter reconhecendo que a mudança da plataforma para o vídeo “ainda não era boa”.

Mas o executivo destacou que as mudanças eram uma resposta ao novo modo que as pessoas consomem conteúdo nas redes sociais. Mosseri afirmou que a empresa “continuará a oferecer suporte a fotos”, mas observou que acredita “que cada vez mais o Instagram se tornará vídeo”, independentemente de a empresa mover-se proativamente nessa direção.

“Se você observar o que as pessoas compartilham no Instagram, isso está mudando cada vez mais para o vídeo ao longo do tempo”, disse ele. “Se você observar o que as pessoas gostam, consomem e visualizam no Instagram, isso também está mudando cada vez mais para o vídeo ao longo do tempo, mesmo quando paramos de mudar alguma coisa. Então, vamos ter que nos apoiar nessa mudança.”

Ou seja, o sucesso do TikTok está forçando todas as redes sociais a copiá-lo. E essa fórmula põe em segundo plano grandes influenciadores como Kylie Jenner e Kim Kardashian. No Brasil não é diferente.

O TikTok revolucionou a maneira como consumimos o conteúdo, mas também a maneira como o conteúdo é produzido. E boa parte do que existe no Instagram não funciona no TikTok e nem vai funcionar na nova versão do Instagram.

Como aponta reportagem de , “a era de ouro dos influenciadores digitais parece estar com seus dias contados. Isso porque os profissionais de marketing das grandes marcas e as agências digitais têm alocado cada vez mais verbas de mídia social para conteúdo gerado pelo usuário (UGC, na sigla em inglês)”.

Apelação para chamar a atenção?

Os influenciadores não perderam a noção, eles estão desesperados. O que funcionava até pouco tempo tem sido cada vez menos efetivo para gerar engajamento e visualizações nas redes sociais. A alternativa cada vez mais se torna apelar ao absurdo.

Você pode argumentar que os influenciadores são ricos, mas leve em conta que essa turma também se acostumou a viver gastando rios de dinheiro. Menos alcance nos perfis significa menos dinheiro na conta. Se é um problema para nós, os anônimos, para os influenciadores é ainda pior.

Festas nababescas e shows de ostentação com artigos de luxo se tornaram parte da fórmula para atrair os curiosos nas redes. Uma bota ridícula ou camiseta de marca rasgada compradas por milhares de reais garantiam ao influenciador as chamadas dos sites de entretenimento para atrair mais seguidores. Os comentários indignados eram os mais efetivos para gerar engajamento. Agora, no TikTok, ninguém lê comentários.

A fórmula ficou tão desgastada que a ostentação precisa se tornar cada vez mais chocante para funcionar, o que obviamente leva a exageros. E estar na mídia é cada vez mais importante para compensar a queda do alcance dentro da própria plataforma.

Vale notar ainda que para uma parcela de influenciadores que investiu na criação de produtos e marcas, ou de fato entrega algo de valor e que vá além da notoriedade pelo fato de ter muitos seguidores, a vida segue com um público menor, mas ainda fiel.

O dilema das redes

Os números evidenciam o tamanho do problema. O Instagram não é um caso isolado. O YouTube teve seu pior resultado de receita de anúncios desde que a empresa começou a relatar esses números em 2019. O faturamento aumentou apenas 4,8% em relação ao ano anterior, para US$ 7,34 bilhões, a estimativa dos analistas era que chegasse a US$ 7,52 bilhões.

Há um ano, a receita do YouTube saltou 84%, e o único trimestre anterior que teve um crescimento de um dígito foi o segundo período de 2020, quando as vendas aumentaram apenas 5,8%, pois os profissionais de marketing pausaram os gastos nas primeiras semanas da pandemia.

Susan Wojcicki, CEO do YouTube, disse ao anunciar os resultados que as incertezas na economia estavam impactando os investimentos dos anunciantes na plataforma. Mas Prabhakar Raghavan, vice-presidente sênior do , disse no início deste mês que estudos da empresa mostraram que quase 40% dos jovens estavam cada vez mais recorrendo ao TikTok ou ao Instagram para fazer pesquisas. Um problema para o Google, que além dos anúncios no YouTube, monetiza publicidade em mapas e buscas. Para conter o TikTok o Google lançou o YouTube Shorts, a sua versão de rede sociais de vídeos semelhante ao TikTok.

O Twitter, que teve prejuízo de R$ 1,5 bilhão no último trimestre e também viu sua receita cair e irá cortar custos e fechar escritórios pelo mundo.

O que acontece quando todos são influenciadores

Mesmo não sendo uma profissão regulamentada, segundo levantamento da empresa de pesquisas Nielsen, o . Número superior a dentistas formados (374 mil) e engenheiros civis (455 mil). O contingente de influenciadores empata com o número de médicos, que chega a 502 mil.

Nada indica que isso deve diminuir à medida que o TikTok transforma a todos em influenciadores. E quando todos somos influenciadores, ninguém é influente o suficiente para justificar o investimento dos anunciantes ou seu tempo dando like para essa pessoa.

A guerra pela atenção se tornou ainda mais desafiadora para quem cria conteúdo. No mar de informação com que somos bombardeados constantemente, uma jovem de 26 anos pagar uma fatura de cartão de crédito de R$ 377 mil em um país polarizado e com grande parte da população abaixo da linha de pobreza chama atenção.

Arthur Picoli ao se dizer chocado com as faturas expostas por outras personalidades, mostrou a sua de apenas R$ 85,18. De outro modo, usou do mesmo artifício dos colegas. Afinal, quem imagina o ex- gastando apenas isso no cartão?

Da mesma forma que muitos galãs de Malhação ganharam milhares de reais em bailes de formatura e com presença em eventos para depois serem obrigados a se virar quando a moda passou, algo semelhante deve acontecer com os influenciadores digitais.

Os melhores vão se reinventar e seguir relevantes, mas grande parte vai se tornar apenas uma imagem esquecida e pitoresca do passado digital. Mas antes disso, muitos irão se apoiar em situações cada vez mais constrangedoras para tentar chamar a atenção e “fechar as contas”, já que são famosos apenas pelo fato de terem muitos seguidores movidos pela mera curiosidade.

Siga a coluna no , , e .

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    primarily used by bodybuilders or athletes for bulking or cutting.
    It is generally valued for its capability to offer incredible energy via its exercise on purple
    blood cells.

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  30. In different international locations, such as Mexico and Thailand,
    the legal standing of steroids is extra lenient.
    In some circumstances, anabolic steroids may be bought over-the-counter with no prescription, making them more accessible to each
    medical and non-medical users. Nevertheless, these nations may
    still have anti-doping regulations in place to prevent their
    use in sports activities.
    They’re also rising in popularity as creams or gels which you’ll apply to
    your skin. The .gov means it’s official.Federal authorities
    web sites typically end in .gov or .mil. Before sharing sensitive information, make certain you’re on a federal government site.
    BDPT doesn’t provide medical advice, prognosis, or therapy.

    The Oxandrolone hormone maintains your power and mass and
    offers you sufficient energy to help your physical motion and exertion. The
    hormone additionally boosts body metabolism which depart the body firm, toned and rock strong.
    Anavar is an orally energetic steroid that’s androgenic in nature
    which means results aren’t going to be too impressive all
    the time for men. Nevertheless, women can easily use Anavar on off season cycles and
    see great results as a outcome of their our bodies reply higher to it.
    As a outcome, the steroid is a preferred mode
    of seeing epic outcomes for female athletes or physically lively girls.

    Being caught doping affects more than just sports activities performance.
    It can result in misplaced endorsement deals, sponsorships, and fan support.
    The unfavorable stigma can also hurt an athlete’s legacy
    and trigger lasting psychological results.
    Anadrol is understood to increase the number of red blood cells within the body.
    This means that it can have tremendous benefits to anemic patients.
    In fact, this anabolic steroid was developed as a remedy for anemia.
    If you could have a low pink blood cell count, you
    presumably can easily get a physician to write down a prescription for steroids.
    Unfortunately, the dose will be much decrease than you would wish for performance enhancement.

    Regardless Of Plucknett’s punishment, American athletes
    didn’t cease taking the drugs. In 1983 the Pan Am Video Games in Venezuela descended into chaos when a surprise drug
    test resulted in the withdrawal of dozens of athletes.
    Including a dozen American athletes who withdrew from the
    competition and returned to the united states without clarification. Something was up
    and it wouldn’t be long before a real scandal hit
    North America. If the past half century had seen steroids utilized in abundance by
    athletes, the next many years would see organisers try to reveal such athletes.
    In 1972 the IOC instigated giant scale drug testing for all narcotics, resulting in the disqualification of seven athletes.

    The drug or other substance has a presently accepted medical use in remedy in the us Equally
    problematic was the fact that the interest in steroids grew exponentially within the Nineties.
    Rather than curtail this interest, the Act sent the steroid
    commerce underground with legal outcomes. To be on counted under the Managed Substances
    Act, steroids wanted to produce some form of physical dependence or psychological, which these our bodies
    felt was not but evident within the literature. No, I’m not
    being facetious and no, I’m not endorsing weight gainer steroids [Finlay].

    I am, nonetheless, asking why steroids had been banned within the United States in 1990.
    We know from Dr. John Fair’s fantastic work on Bob Hoffman and US Olympic Weightlifting that
    steroids had been getting used within the Usa as early as the 1950s.

    Anavar is a controlled substance within the US, categorised as a Schedule
    III drug as a end result of its potential for misuse
    and abuse. It is essential to note that utilizing Anavar with no prescription is
    considered illegal and can lead to severe legal consequences.
    The penalties for possessing or distributing steroids range relying
    on the nation, state, or area. In the United States, for example,
    possession of steroids without a valid prescription may end
    up in fines and imprisonment. Distribution of steroids may find yourself in extra severe
    penalties, including fines of as a lot as $250,000 and imprisonment of up to 5 years.
    In some nations, steroids can be found over-the-counter (OTC) or
    through on-line pharmacies, while in others, they require a prescription from a licensed medical skilled.

    Apparently, Grimek was a well-known weightlifter and considered one of bodybuilding’s first stars,
    making his use of Dianabol a foreshadowing of what was to come for the bodybuilding.
    In the US, this was seen informally with the start of Captain America in 1941,
    who went from puny to brawny because of a secret serum from Dr.
    Josef Reinstein. Thereby making Captain America the
    primary known juicer within the US. The Legislation Dictionary (TLD) strives to be the most trusted supply for free authorized data on-line.

    TUDCA (tauroursodeoxycholic acid) is a supplement with potent liver rejuvenating properties, according to varied medical trials
    (4, 5). Consequently, a lot of our sufferers take TUDCA to scale back their risk
    of growing peliosis hepatis. Thankfully, different options can help you
    enhance your exercises and get larger legally and safely.
    You can take steroids in tablet kind or by injecting
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