Businesswoman and influencer Malu Perini highlighted the importance of authenticity in content creation; WSGN pointed out new consumer profile
Businesswoman and influencer Malu Perini, creator of the Materializa slimming and healthy habits program, in addition to the Vibrio virtual sex shop and the Os Sócios podcast, along with her husband Bruno Perini, was one of the highlights of the second day of lectures at Gramado Summit 2022. She reinforced the idea that to engage the audience on the internet and sell products it is necessary to create a community.
According to her, the first step is to have authenticity in content creation. “You have to have a strong mindset. You will find a group of people who will identify with you, you just can’t be lukewarm. And it’s no use trying to win over everyone, there will always be someone who doesn’t like you, your brand”, pointed out Malu.
Another tip to create a sense of belonging for people is that the community must have its own language and rituals, such as weekly boards, for example. “People want to know what’s going to happen, you have to explore the niche.”
Finally, a community needs to bring value and benefits to the audience, such as relevant information and problem solving. “A sale without community is just a sale. A sale with a community is the beginning of a long-term relationship”, concluded the businesswoman.
Founding partner of Curseria, João Pedro Motta also talked about creating content that converts. According to his thinking, more important than wanting to increase the number of followers on social networks, is to think about selling well to the audience that the company already has. “They are the ones who will bring in other followers. Don’t expect millions of followers to sell”, he reinforced.
Emphasizing that people don’t just want to consume, they want to get involved with stories, he stressed the need to get to know the audience in depth in order to create strategies. “Do you know who follows you? How much time do you spend planning to get to know your audience? Have you ever asked your audience why they follow you?
consumer of the future
VP of WSGN Latin America, Daniela Dantas brought discomfort to the audience at Gramado Summit by talking about the feelings on the rise these days, detected by the study “The consumer of the future”, carried out by the research and trend forecasting company.
One of the feelings pointed out is apprehension about the future, due to rapid changes in society and technology, especially with the pandemic. The second highlight is the excess of stimuli, with a feeling of overload; followed by realistic optimism, leaving the “toxic reality” behind; and the rise of enchantment, a feeling of fascination that has lingered in the background in recent years.
The executive highlighted in her presentation the new consumer profile, treated as regulators. “This is a group that has created an aversion to change, wants a routine, a more fluid journey, with less changes”.
According to a Gartner study, people’s ability to deal with change is now 50% lower than it was pre-pandemic. Daniela observes that we live in a society out of sync, where people no longer do the same things at the same time. “Prime time is over. Change is the only certainty,” she highlighted.
Therefore, according to her, brands need to make changes more fluid, with technologies that improve customer logistics and facilitate their purchase journey, with simplification. “No one has the energy to download a complex app anymore, this ends up creating frustration”.
