{"id":19341,"date":"2025-12-02T08:02:30","date_gmt":"2025-12-02T08:02:30","guid":{"rendered":"https:\/\/promoguy.nl\/?p=19341"},"modified":"2025-12-11T06:28:38","modified_gmt":"2025-12-11T06:28:38","slug":"social-media-profits-mroi-are-they-falling","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2025\/12\/02\/social-media-profits-mroi-are-they-falling\/","title":{"rendered":"Lucros das redes sociais e MROI: est\u00e3o a diminuir?"},"content":{"rendered":"

As redes sociais t\u00eam sido uma b\u00ean\u00e7\u00e3o para marketing digital<\/a>, facilitando o alcance do p\u00fablico. Com isso, marketing<\/a> tem sido amplamente dominado pelas redes sociais como um dos principais pilares de toda a ind\u00fastria. No entanto, o recente decl\u00ednio na utiliza\u00e7\u00e3o das redes sociais e o surgimento de certas tecnologias colocaram em causa a utilidade das plataformas. Vamos ent\u00e3o analisar se os lucros das redes sociais, o ROI do marketing e a utiliza\u00e7\u00e3o das plataformas continuam a ser uma aposta segura.<\/p>\n

Os lucros e o n\u00famero de utilizadores das redes sociais est\u00e3o a diminuir?<\/h2>\n

As redes sociais continuam a ser uma for\u00e7a significativa na Internet, apesar de algumas quedas recentes no uso e crescimento. Como A Harvard Business Review observou<\/a>, os gastos com marketing foram maiores nos anos anteriores em compara\u00e7\u00e3o com os \u00faltimos anos. H\u00e1 v\u00e1rias raz\u00f5es para isso, algumas das quais podem ser mais graves do que outras.<\/p>\n

As redes sociais continuam a ser um neg\u00f3cio lucrativo para as empresas que as administram, mas as receitas projetadas n\u00e3o s\u00e3o t\u00e3o altas quanto costumavam ser. O Twitter (X) e o Snapchat t\u00eam registado um decl\u00ednio no n\u00famero de utilizadores.<\/a> nos \u00faltimos anos. Ativo utilizadores<\/a> n\u00e3o s\u00e3o t\u00e3o elevados, mesmo que o n\u00famero total de utilizadores seja mais alto do que nunca. Isso torna a conversa mais complicada.<\/p>\n

Embora as redes sociais certamente n\u00e3o estejam mortas, elas n\u00e3o atingiram as taxas previstas nas proje\u00e7\u00f5es anteriores. A principal raz\u00e3o pela qual as proje\u00e7\u00f5es de crescimento das redes sociais n\u00e3o corresponderam ao otimismo inicial \u00e9 a recupera\u00e7\u00e3o p\u00f3s-pandemia. Cada vez mais pessoas passaram a fazer compras online, o que deu a muitos analistas de neg\u00f3cios uma impress\u00e3o errada.<\/p>\n

O principal receio de todas as plataformas de redes sociais \u00e9 chegar a um ponto em que o crescimento n\u00e3o seja mais vi\u00e1vel. Nesse momento, elas podem seguir o caminho do MySpace. Para evitar isso, elas precisam continuar a adicionar utilizadores, mas muitos indicam que as plataformas da Meta podem acabar a cair a qualquer momento.<\/p>\n

As estat\u00edsticas dos utilizadores s\u00e3o complicadas<\/h3>\n

\"Redes<\/p>\n

Muitas plataformas est\u00e3o a crescer a cada ano, mas isso n\u00e3o \u00e9 tudo. A natureza do uso mudou ao longo dos anos. As pessoas est\u00e3o a publicar menos em geral em compara\u00e7\u00e3o com o pico de 2022, de acordo com o Financial Times. Isso tamb\u00e9m \u00e9 indicado de forma inferencial pela forma como as empresas est\u00e3o a tentar preencher a lacuna com conte\u00fado de IA para aumentar os n\u00fameros. Assim, mais e mais utilizadores aderem todos os dias, mas o n\u00edvel geral de publica\u00e7\u00f5es por pessoa ainda \u00e9 baixo.<\/p>\n

Outro aspeto disso \u00e9 como as mudan\u00e7as em alguns algoritmos come\u00e7aram a atender \u00e0s contas corporativas e de divulga\u00e7\u00e3o paga, enquanto outros fizeram o oposto, tentando encontrar um equil\u00edbrio. Isso mudou a forma como os utilizadores interagem com a plataforma, tornando-se mais passivos, pois tendem a n\u00e3o obter o mesmo compromisso<\/a>. Da mesma forma, h\u00e1 um elemento crescente de fadiga no envolvimento.<\/p>\n

Da mesma forma, como j\u00e1 foi discutido exaustivamente, os jovens t\u00eam prefer\u00eancias diferentes em termos de redes sociais. Eles s\u00e3o mais propensos a serem utilizadores do TikTok, enquanto a gera\u00e7\u00e3o X \u00e9 mais propensa a ser utilizadora do Facebook. As redes sociais est\u00e3o, portanto, a tornar-se estratificadas por idade e prefer\u00eancias. Isso significa dividir os seus gastos com redes sociais de forma mais cuidadosa entre muito mais plataformas.<\/p>\n

O problema com todas essas mudan\u00e7as \u00e9 que as redes sociais n\u00e3o funcionam com contas corporativas ou utilizadores inativos, pois estes n\u00e3o fornecem a maior parte dos dados necess\u00e1rios para o seu sucesso. Isso tem implica\u00e7\u00f5es profundas para a receita de marketing, porque o MROI \u00e9 baseado no uso e nos dados.<\/p>\n

Receita das redes sociais e ROI de marketing<\/h2>\n

Outra raz\u00e3o pela qual as redes sociais t\u00eam vindo a perder popularidade entre os profissionais de marketing \u00e9 que o ROI parece estar a diminuir. Embora o conte\u00fado publicit\u00e1rio n\u00e3o tenha diminu\u00eddo e continue a ser uma for\u00e7a importante, muitos profissionais de marketing tamb\u00e9m notam as suas limita\u00e7\u00f5es. Por um lado, os an\u00fancios nas redes sociais n\u00e3o oferecem o mesmo n\u00edvel de diversidade de dados que outros m\u00e9todos, devido ao facto de tenderem a recolher menos dados de compras fora da pr\u00f3pria plataforma, especialmente em compara\u00e7\u00e3o com os retalhistas online.<\/p>\n

Como indicam as pesquisas, os gastos com publicidade nas redes sociais diminu\u00edram recentemente\u00a0<\/a>anos\u00a0<\/a>e<\/span> cedeu terreno aos retalhistas. Os retalhistas fornecem dados reais de vendas e prefer\u00eancias mais detalhadas dos utilizadores. Por outro lado, a Amazon tem uma CTR mais baixa (0,41 TP3T em m\u00e9dia), mas tem um potencial de vendas muito maior do que as redes sociais.<\/p>\n

Outro fator que prejudica o ROI do marketing \u00e9 o engajamento falso. As respostas \u201cbotadas\u201d aumentam os gastos com publicidade, ao mesmo tempo que desviam as despesas dos utilizadores reais. Elas tamb\u00e9m enchem as plataformas com muitos dados in\u00fateis baseados em falsas pretens\u00f5es. Embora isso n\u00e3o seja um problema t\u00e3o grande atualmente, o crescimento da IA est\u00e1 a tornar isso uma preocupa\u00e7\u00e3o que vale a pena acompanhar.<\/p>\n

Conclus\u00e3o<\/h2>\n

Embora os gastos com publicidade nas redes sociais n\u00e3o sejam t\u00e3o altos quanto costumavam ser, algumas estat\u00edsticas s\u00e3o anomalias. \u00c9pocas como a pandemia deram a muitas plataformas e empresas uma falsa sensa\u00e7\u00e3o de crescimento permanente. \u00c9 por isso que muitos estudos que utilizam esses anos podem ser enganosos.<\/p>\n

As redes sociais continuam a ser uma ferramenta valiosa para publicidade e vendas, mas devem ser abordadas com cautela. Nem todos os produtos s\u00e3o adequados para as redes sociais; nesse caso, podem beneficiar de outros canais de publicidade. As redes sociais tamb\u00e9m est\u00e3o mais estratificadas do que nunca, e muitas das principais plataformas n\u00e3o s\u00e3o t\u00e3o heterog\u00e9neas como eram no seu auge. Assim, o canal de marketing precisa de corresponder ao produto, e os pressupostos antigos precisam de ser atualizados.<\/p>\n

Dito isto, se procura um melhor acompanhamento das vendas, talvez seja melhor anunciar em grandes plataformas de retalho. Os an\u00fancios nas redes sociais tamb\u00e9m podem representar um grande desperd\u00edcio de dinheiro, se os resultados forem falsificados. Isso pode resultar em desperd\u00edcio. gastos com redes sociais<\/a>, e fornecer dados incorretos como resultado.<\/p>","protected":false},"excerpt":{"rendered":"

Social media has been a godsend for digital marketing, making it easier to reach audiences. With this, marketing has largely been dominated by social media as one of the major prongs of the whole industry. However, recent declines in social media usage and the rise of certain technologies have brought the usefulness of platforms into […]<\/p>\n","protected":false},"author":2,"featured_media":19385,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,10],"tags":[1053,163,1052],"wl_entity_type":[47],"class_list":["post-19341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-online-presence","tag-marketing-roi","tag-social-media","tag-social-media-users","wl_entity_type-article"],"acf":[],"yoast_head":"\nSocial Media Profits & MROI: Are They Falling? - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"Social media profits and the marketing potential platforms provide can be complicated to assess. Let's investigate where they stand.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promoguy.nl\/pt\/blog\/2025\/12\/02\/social-media-profits-mroi-are-they-falling\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media Profits & MROI: Are They Falling?\" \/>\n<meta property=\"og:description\" content=\"Social media profits and the marketing potential platforms provide can be complicated to assess. 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