Netflix Brasil no Twitter: produção de conteúdo e narrativa de marca na pandemia

Abstract

The new coronavirus pandemic, established in mid-2020, brought significant changes to many people and thus impacted many contexts. In this reality, organizations adapted by investing heavily in cyber advertising by building new communication strategies, improving content production on social networks, as well as developing new brand narratives that spoke to this atypical moment. The present work, therefore, aims to select and analyze the tweets made by Netflix Brasil during the beginning of the pandemic from April 2nd to May 2nd, 2020, given the time of one month after the brand's first post on the network. The methodological framework uses ethnography in social media and netnography. This study becomes important given the special condition of developing digital content in a pandemic scenario, making advertising maintain persuasive approaches, in line with the company's positioning. Conclusively, it is identified how the online advertising strategies adopted by Netflix Brasil fulfilled the objective of strengthening the narrative about the brand, supported by the portrayal of the routine of individuals with the onset of the pandemic, also allowing to educate and guide the public with tips and actions of health health.