A study carried out in partnership with Content Co. also showed that advertising content is also well accepted by the audience of the pages
A study commissioned by Banca Digital and carried out in partnership with Content Co. showed that profiles managed by the agency have more positive comments (46%) than negative (13%) and neutral (43%).
The survey, which evaluated more than 14 thousand mentions between April 2023 and March 2024, was carried out with the objective of understanding the perceptions, attitudes, patterns and behaviors of people who interact with pages such as Nazaré Amarga, Nana Rude, Miga Sua Loca, Geshow, Babados, Sincero Oficial, Caso Família, Xuxa Nave, Arthur Antunes, Saquinho de Lixo, O Muso João and InstaCinefilos.
In total, positive comments accounted for 6.5 million, while neutral comments accounted for just over 5.7 million. Regarding negative comments, the study showed that the low rate was observed in all profiles analyzed and that only 0.43% of the criticisms achieved relevant engagement.
“The profiles analyzed have an entertainment bias and it is positive that the conversations arise organically and focus on this objective. We know that negative comments may exist, but we work to ensure that they are not the central point of the conversation. We increasingly encourage responsible interactions, both on the part of the creators and the public”, explained Vinicius Magalhães, director of strategy and commercial support at Banca Digital.
Furthermore, the research also showed that advertising posts also receive positive mentions, showing that this type of content is well received by the public.
In total, the 6.3 thousand posts flagged as advertising that were analyzed generated 90 thousand mentions by almost 60 thousand unique authors, including 60% positive citations and only 1.2% negative.
“Advertising is already part of profiles, but to obtain positive results, it must be understood that the post should not stray from what is already published naturally. The famous #PubliPost must also speak to the public and maintain the standard of language and editorial aesthetics of the pages”, concluded Magalhães.
