{"id":10237,"date":"2023-03-27T07:26:11","date_gmt":"2023-03-27T07:26:11","guid":{"rendered":"https:\/\/promoguy.nl\/social-media-subscription-models-will-they-work\/"},"modified":"2024-09-18T01:23:17","modified_gmt":"2024-09-18T01:23:17","slug":"social-media-subscription-models-will-they-work","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2023\/03\/27\/social-media-subscription-models-will-they-work\/","title":{"rendered":"Modelos de subscri\u00e7\u00e3o de redes sociais: Ser\u00e1 que funcionam?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Com o Twitter j\u00e1 a experimentar um modelo de subscri\u00e7\u00e3o e o Facebook a querer implementar um, estamos prestes a assistir a uma estrat\u00e9gia arrojada. No entanto, como se pode imaginar, muitas pessoas est\u00e3o c\u00e9pticas em rela\u00e7\u00e3o a esta aposta. Este artigo ir\u00e1 analisar se <a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/social-media\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/social-media-2\" >redes sociais<\/a> os modelos de subscri\u00e7\u00e3o s\u00e3o uma boa ideia tanto para os consumidores como para as plataformas.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Vantagens da subscri\u00e7\u00e3o de redes sociais<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">As empresas podem tirar partido das m\u00faltiplas vantagens de um modelo de subscri\u00e7\u00e3o:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Rendimento est\u00e1vel<\/strong>: As assinaturas podem oferecer um fluxo de receitas mais est\u00e1vel para as empresas.<\/li>\r\n\r\n\r\n\r\n<li><strong>Investimento do utilizador na utiliza\u00e7\u00e3o<\/strong>: Teoricamente, \u00e9 mais prov\u00e1vel que as pessoas utilizem um servi\u00e7o e continuem a interagir com ele.<\/li>\r\n\r\n\r\n\r\n<li><strong><a class=\"wl-entity-page-link\"  href=\"https:\/\/promoguy.nl\/pt\/blog\/vocabulary\/customer\/\" data-id=\"https:\/\/data.wordlift.io\/wl1503668\/entity\/customer\" >Cliente<\/a> reten\u00e7\u00e3o<\/strong>: \u00c9 prov\u00e1vel que as pessoas aumentem o seu empenhamento se j\u00e1 tiverem despendido custos com o servi\u00e7o.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Do lado do utilizador, existem tamb\u00e9m algumas vantagens:<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Melhor servi\u00e7o ao cliente<\/strong>: Os clientes que pagam recebem melhores cuidados.<\/li>\r\n\r\n\r\n\r\n<li><strong>Mais compromissos:<\/strong> Tal como os conte\u00fados anunciados podem ser cortados, o mesmo acontece com os utilizadores pagantes.<\/li>\r\n\r\n\r\n\r\n<li><strong>ROI<\/strong>: Quer se trate de uma melhor exposi\u00e7\u00e3o da sua p\u00e1gina ou da partilha de receitas de an\u00fancios, pode recuperar o seu investimento.<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">No entanto, a implementa\u00e7\u00e3o de um modelo deste tipo tem um potencial de perturba\u00e7\u00e3o negativo.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Porque \u00e9 que os modelos de subscri\u00e7\u00e3o de redes sociais podem ser uma m\u00e1 ideia<\/h2>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" class=\"wp-image-10246\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/02\/social-media-7647812_960_720-700x527.jpg\" alt=\"Modelos de subscri\u00e7\u00e3o de redes sociais\" \/><\/figure>\r\n<\/div>\r\n\r\n\r\n<p class=\"wp-block-paragraph\">No entanto, ser\u00e1 que os benef\u00edcios referidos anteriormente se podem traduzir nestas plataformas pr\u00e9-existentes que j\u00e1 foram gratuitas? Uma vez que o Twitter e o Facebook est\u00e3o a tentar acrescentar um n\u00edvel de pagamento a servi\u00e7os que antes eram gratuitos, poder\u00e1 haver uma rea\u00e7\u00e3o negativa por parte dos utilizadores, que poder\u00e3o n\u00e3o querer pagar por algo que geralmente n\u00e3o necessitam.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Al\u00e9m disso, o freemium n\u00e3o \u00e9 gratuito (como qualquer pessoa que tenha jogado alguns jogos em linha lhe pode dizer). Se estiver a competir com pessoas que est\u00e3o a receber favoritismo sist\u00e9mico, qualquer meio de comunica\u00e7\u00e3o social torna-se menos divertido. Em segundo lugar, ao segmentar os utilizadores entre aqueles que t\u00eam benef\u00edcios adicionais atrav\u00e9s de pagamentos, corre-se o risco de alienar as pessoas que n\u00e3o querem pagar por isso (que constituem a maioria dos utilizadores, incluindo o p\u00fablico de que as empresas e os profissionais dependem para se envolverem).<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">H\u00e1 tamb\u00e9m uma discuss\u00e3o a fazer sobre o facto de a maioria dos utilizadores estar farta de que as redes sociais ganhem dinheiro com eles e depois lhes pe\u00e7am para pagar. Afinal, os utilizadores preenchem o s\u00edtio com conte\u00fados e fornecem valor. Os pagamentos \u00e0s redes sociais s\u00e3o a empresa a cobrar-lhe impostos para ser o seu produtor de conte\u00fados e cobaia de marketing. Isto pode n\u00e3o ser bem aceite quando tamb\u00e9m existem alternativas gratuitas.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Li\u00e7\u00f5es do fiasco da subscri\u00e7\u00e3o do Twitter de Elon Musk<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">O lan\u00e7amento do Twitter azul de Musk n\u00e3o teve um bom come\u00e7o. As falsas contas verificadas do Twitter causaram estragos em v\u00e1rias marcas, como a Nintendo e a Eli Lilly. O Twitter acabou por suspender as verifica\u00e7\u00f5es pagas, aprendendo uma li\u00e7\u00e3o crucial sobre a raz\u00e3o da exist\u00eancia da verifica\u00e7\u00e3o de contas e como o novo sistema invalidou as suas inten\u00e7\u00f5es.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\r\n<div class=\"wp-block-embed__wrapper\">https:\/\/www.youtube.com\/watch?v=wUmIubcIkt8<\/div>\r\n<\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Agora, tiveram de compensar os problemas de verifica\u00e7\u00e3o com um novo log\u00f3tipo azul do Twitter e outros identificadores de conta. No entanto, embora as contas falsas possam ser menos problem\u00e1ticas com este novo sistema, ele ainda tem problemas. Uma vez que qualquer pessoa pode comprar a verifica\u00e7\u00e3o, esta \u00e9 muito menos especial e perdeu o significado que tinha para ajudar a determinar as contas ou empresas a que vale a pena prestar aten\u00e7\u00e3o.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Se qualquer pessoa pode obter uma verifica\u00e7\u00e3o, o que \u00e9 que isso significa? Para al\u00e9m disso, desvaloriza a suposta meritocracia de ganhar seguidores nas redes sociais se algu\u00e9m puder pagar para ganhar e obter mais envolvimento.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Um dos incentivos que o Twitter acrescentou foi a partilha das receitas dos an\u00fancios com os utilizadores azuis. Embora o Twitter pague dividendos, n\u00e3o fazemos ideia de qu\u00e3o significativos ser\u00e3o ou se ser\u00e1 vi\u00e1vel para uma fatia de dinheiro j\u00e1 em decl\u00ednio (uma vez que <a href=\"https:\/\/www.searchenginejournal.com\/twitters-revenue-down-40-as-500-top-advertisers-pull-out\/476810\/\" target=\"_blank\" rel=\"noreferrer noopener\">O Twitter perdeu muitos anunciantes<\/a>).<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">O que \u00e9 que o Facebook e o Twitter est\u00e3o a tentar alcan\u00e7ar?<\/h2>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" class=\"wp-image-10243\" src=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2023\/02\/facebook-5356593_1280-1.png\" alt=\"Subscri\u00e7\u00f5es de redes sociais Facebook Twitter\" \/><\/figure>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">H\u00e1 duas coisas principais que est\u00e3o a acontecer aqui. A primeira \u00e9 que se verificou uma mudan\u00e7a significativa no sentido da comercializa\u00e7\u00e3o das redes sociais e da crescente \u00eanfase nos utilizadores profissionais, vendedores ou anunciantes. A segunda \u00e9 que os antigos gigantes das redes sociais est\u00e3o a perder for\u00e7a e n\u00e3o est\u00e3o a crescer ao ritmo anual que costumavam.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Este segundo fator \u00e9 ainda agravado por novos operadores como o TikTok (as empresas de redes sociais t\u00eam sido <a href=\"https:\/\/promoguy.nl\/pt\/blog\/instagram-suggested-posts-why-businesses-should-care\/\" target=\"_blank\" rel=\"noreferrer noopener\">a tentar imitar o TikTok durante algum tempo<\/a>). A concorr\u00eancia com os modelos de subscritores pode ser problem\u00e1tica se a estrat\u00e9gia for desafiar as novas aplica\u00e7\u00f5es. As principais funcionalidades do TikTok est\u00e3o dispon\u00edveis gratuitamente, pelo que o Facebook e o Twitter poder\u00e3o estar a colocar-se em desvantagem se o objetivo for combater os novos operadores.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Outra possibilidade \u00e9 que ambas as empresas pensam que est\u00e3o demasiado enraizadas no mundo social e empresarial (especialmente no mundo do marketing) para falhar. Esta decis\u00e3o faz mais sentido do ponto de vista B2B do que do ponto de vista do consumidor. Podem estar a competir por mais dinheiro para as suas capacidades de marketing e promo\u00e7\u00e3o.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A velha guarda das redes sociais tamb\u00e9m pode estar a apostar na venda de vantagens competitivas. H\u00e1 um custo de oportunidade para a sua empresa se n\u00e3o estiver a receber o tratamento preferencial que as outras empresas recebem quando anunciam na plataforma. A concorr\u00eancia fica atrasada, o que \u00e9 provavelmente o que o Facebook e o Twitter pensam que ir\u00e1 revigorar os seus lucros.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A assinatura $5.99 do Facebook pode n\u00e3o ser muito \u00fatil para os utilizadores regulares da aplica\u00e7\u00e3o, mas seria uma vantagem para as empresas. Da mesma forma, o Twitter Blue est\u00e1 a tentar transformar o seu antigo modelo num modelo que se destina abertamente a profissionais ou a pessoas que procuram ganhar dinheiro atrav\u00e9s do envolvimento. Ambos os casos apontam para uma abordagem de clientela mais orientada para o neg\u00f3cio.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><em>Se precisa de promo\u00e7\u00e3o nas redes sociais<\/em>n, porqu\u00ea comprar o Twitter Blue quando pode dar uma vista de olhos aos nossos servi\u00e7os? Fornecemos tudo, desde an\u00e1lises a conte\u00fados.<\/p>","protected":false},"excerpt":{"rendered":"<p>Com o Twitter j\u00e1 a experimentar um modelo de subscri\u00e7\u00e3o e o Facebook a tentar implementar um, estamos prestes a ver uma estrat\u00e9gia arrojada em a\u00e7\u00e3o. Embora o Twitter venha a pagar dividendos, n\u00e3o fazemos ideia de qu\u00e3o significativos ser\u00e3o ou se ser\u00e1 vi\u00e1vel para uma fatia de dinheiro j\u00e1 em decl\u00ednio (uma vez que o Twitter perdeu muitos anunciantes).<\/p>","protected":false},"author":1,"featured_media":12756,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[14,16],"tags":[163,164],"wl_entity_type":[47,54,51],"class_list":["post-10237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","category-websites","tag-social-media","tag-social-media-subscription-models","wl_entity_type-article","wl_entity_type-faq-page","wl_entity_type-news-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Social Media Subscription Models: Will They Work? - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Social Media subscription models are on the rise with both Facebook and Twitter banking their future on them. 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