Mediatech is structured to support brands and agencies to introduce sports strategies within influencer marketing
With just over a year in operation and positioned as a mediatech, Resenha Digital claims to currently have the largest Brazilian network of content profiles linked to sport. The company has more than 50 content creators distributed across the country and operating on a multiplatform basis, reaching an audience of 40 million people. Among the pages managed by Resenha are: Curiosities about the ball, Bad player’s manual, That day was crazy, Dona Lcia xexa, Ol do Brasil, Mundo ball, Trairagem FC and Fut das minas.
The Review is structured to support brands and agencies to introduce sports strategies within influencer marketing, carrying out all the management.
The influencers own the pages, they create the content, and Resenha collaborates from a legal and commercial point of view, with advertising sales. Based on client strategies, we land content on these pages. At the end of the day, we manage these communities so that customers have the greatest possible engagement, explains the CEO of Resenha Digital, Gilberto Zurita.
One of mediatech’s strategies is to bring together impersonal pages, that is, pages with sports content and not exactly personal profiles of influencers. Sport is a business that drives passion. And we have a glass ceiling where the influencer can give his personal opinion and this will affect the brand. We chose to continue with impersonal pages. The influencer gives less of his face, he doesn’t sell his personal brand. In other words, nothing more than a page of content. The pages are multiplatform and are on several networks, explains Leandro Gleria, founding partner of Resenha, alongside Rafael Coca, also co-founder of Spark, one of the largest influencer marketing companies in the country.
Gleria adds that, by contract, the creators are committed not to address sensitive topics. It is forbidden to have a racist and homophobic stance, for example. The executive adds that, as influencer marketing is a business that changes very quickly, there is normally at least one page per month on the Resenha network, which is growing. We closed 2022 with 35 pages and now we have 50, he emphasizes.
One of the news of mediatech is that the content of the pages of the Resenha network is being taken to the 65 thousand screens of Eletromidia. This is a way of making tangible what is digital. We are a large producer of content and memes on the internet. very hot content, says Zurita.
Read the full article in the November 6, 2023 edition