A curadoria de conteúdos como estratégia de marketing: estudo de caso da Netflix Brasil

Abstract

This research aims to identify how the content curation is being used by companies in Brazil, especially by the company Netfix Brazil. Thus, in order to achieve the main objective of this research, theoretical foundations related to the new context that emerges the information society, web 2.0. In addition, the topic of content curation from its origin, through its transformations and how it has been inserted in the market strategy aspect has been addressed. In addition, it wanted to draw the current Brazilian panorama, in what concerns the curation of contents in the use of content marketing and the pretensions of the organizations that opt for this strategy, in which, its data would serve as a theoretical basis for methodological analysis. From this, the research aimed to understand how content curation is being used by companies in Brazil, especially by the company Netfix. With specific objectives: a) To characterize the content curation applied to market strategies; b) Identify the engagement of the audience obtained by content curation; c) Identify the type of value aggregation used in Netflix content curation. Therefore, the research was based on the observation of the case study, in the social media Facebook, Twitter and Instagram of the company Netflix. Using direct observation, documentary research, bibliographic research and content analysis as collection techniques. Through this, it was observed that in Brazil the use of curatorship by organizations occurs through content marketing, where it presents itself in a basic way, but it is observed the pretension of expansion in the market. Finally, the analysis of social media indicated that Netflix, curates content by adapting its content according to social media that will be used for dissemination. By using more often the aggregation model to aggregate value to the cured content.