{"id":1986,"date":"2020-10-15T09:32:11","date_gmt":"2020-10-15T09:32:11","guid":{"rendered":"https:\/\/promoguy.nl\/facebook-video-feed-aims-to-fill-tiktok-market-gap\/"},"modified":"2025-04-05T15:09:57","modified_gmt":"2025-04-05T15:09:57","slug":"facebook-video-feed-aims-to-fill-tiktok-market-gap","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/pt\/blog\/2020\/10\/15\/facebook-video-feed-aims-to-fill-tiktok-market-gap\/","title":{"rendered":"O feed de v\u00eddeo do Facebook pretende preencher a lacuna do mercado do TikTok"},"content":{"rendered":"

Com as proibi\u00e7\u00f5es do TikTok a aproximarem-se em certos mercados cruciais, haver\u00e1 sempre outras empresas a tomar o seu lugar. Afinal de contas, o mercado abomina o v\u00e1cuo, especialmente na Internet. Eis que surge a nova funcionalidade de v\u00eddeo do Facebook, que pretende adotar o mesmo formato de conte\u00fados curtos e gerados pelos utilizadores. Todos os sinais carater\u00edsticos da ideia original do TikTok est\u00e3o presentes na \u00faltima atualiza\u00e7\u00e3o do Facebook. Com a proibi\u00e7\u00e3o do TikTok na \u00cdndia (e uma proibi\u00e7\u00e3o pendente nos EUA), pode valer a pena investigar como empresas como o Facebook est\u00e3o a tentar promover as suas pr\u00f3prias vers\u00f5es e o que isso significa no atual clima das redes sociais.<\/p>\n

As proibi\u00e7\u00f5es resultaram das tens\u00f5es entre os v\u00e1rios pa\u00edses envolvidos. Tanto a \u00cdndia como os EUA est\u00e3o a ponderar embargos extensivos a v\u00e1rias aplica\u00e7\u00f5es devido \u00e0s suas preocupa\u00e7\u00f5es com A recolha de informa\u00e7\u00f5es pela China<\/a>. Embora os propriet\u00e1rios do TikTok tenham declarado n\u00e3o ter cometido qualquer infra\u00e7\u00e3o, a proibi\u00e7\u00e3o mant\u00e9m-se e pode continuar a manter-se num futuro pr\u00f3ximo. Assim, v\u00e1rias empresas est\u00e3o agora a tentar tirar o m\u00e1ximo partido da situa\u00e7\u00e3o com as suas pr\u00f3prias aplica\u00e7\u00f5es e funcionalidades de v\u00eddeo de curta dura\u00e7\u00e3o.<\/p>\n

Atualmente, o Facebook est\u00e1 a testar as suas novas funcionalidades na \u00cdndia, onde o TikTok est\u00e1 offline desde 29 de junho. Ao faz\u00ea-lo, o feed de v\u00eddeo do Facebook est\u00e1 a tentar assumir o papel de conte\u00fado ef\u00e9mero de curta dura\u00e7\u00e3o. O TikTok tem sido uma for\u00e7a crescente nos media sociais, sendo frequentemente citado como uma potencial mina de ouro para a promo\u00e7\u00e3o em linha e o marketing de conte\u00fados (um aspeto que examin\u00e1mos anteriormente<\/a>). No entanto, ser\u00e1 que dar aos utilizadores as mesmas op\u00e7\u00f5es que o TikTok d\u00e1 atrai a sua base de consumidores para o Facebook? Eles j\u00e1 tentaram coisas semelhantes antes com resultados mistos.<\/p>\n

Feed de v\u00eddeo do Facebook e tentativas anteriores de conte\u00fado de formato curto<\/h2>\n

\"Funcionalidades<\/p>\n

O Facebook j\u00e1 tentou destituir o TikTok do seu trono (tal como outras empresas de redes sociais). A primeira tentativa de curta dura\u00e7\u00e3o da empresa foi o Lasso, que foi encerrado em julho devido ao baixo envolvimento. As novas funcionalidades da aplica\u00e7\u00e3o de v\u00eddeo do Facebook parecem ser uma segunda tentativa neste mesmo mercado. Embora desta vez as condi\u00e7\u00f5es do mercado tenham mudado, com a proibi\u00e7\u00e3o na \u00cdndia e a iminente proibi\u00e7\u00e3o nos EUA, a empresa pode ter uma oportunidade.<\/p>\n

Numa declara\u00e7\u00e3o ao TechCrunch, um representante do Facebook afirmou:<\/p>\n

\"Estamos sempre a testar novas ferramentas criativas para sabermos como as pessoas se querem expressar. Os v\u00eddeos curtos s\u00e3o extremamente populares e estamos a procurar novas formas de proporcionar esta experi\u00eancia para as pessoas se ligarem, criarem e partilharem no Facebook.\"<\/em><\/p>\n

Esta vers\u00e3o da aplica\u00e7\u00e3o principal do Facebook est\u00e1 atualmente a funcionar apenas na \u00cdndia, que era o segundo maior mercado do TikTok. Tamb\u00e9m n\u00e3o \u00e9 a \u00fanica tentativa que o Facebook fez nesse sentido, uma vez que a sua aplica\u00e7\u00e3o subsidi\u00e1ria Instagram<\/a> tamb\u00e9m est\u00e1 a utilizar a sua funcionalidade \"Reels\" na mesma regi\u00e3o. As novas funcionalidades de v\u00eddeo do Facebook e do Instagram incorporam praticamente o mesmo conceito que o tipo de conte\u00fado de v\u00eddeo do TikTok, evitando v\u00eddeos longos para conte\u00fado de tamanho reduzido. Ambas as plataformas disponibilizam trechos de 15 segundos com a possibilidade de adicionar m\u00fasicas e efeitos de RA atrav\u00e9s da ferramenta de edi\u00e7\u00e3o.<\/p>\n

Mesmo para al\u00e9m do Facebook, estamos a ver outros concorrentes com funcionalidades e efeitos de v\u00eddeo semelhantes. Youtube<\/a> est\u00e1 a acrescentar novas op\u00e7\u00f5es com fun\u00e7\u00f5es<\/a> e o Twitter lan\u00e7ou uma aplica\u00e7\u00e3o totalmente nova. O primeiro adicionou funcionalidades semelhantes \u00e0s que o Facebook tem vindo a experimentar, enquanto o segundo lan\u00e7ou a aplica\u00e7\u00e3o ShareChat para replicar as fun\u00e7\u00f5es sociais do TikTok.<\/p>\n

Base de utilizadores do TikTok vs. Facebook<\/h2>\n

\"Estat\u00edsticas<\/p>\n

A principal raz\u00e3o pela qual este mercado de v\u00eddeos curtos \u00e9 t\u00e3o lucrativo para tantas empresas de redes sociais \u00e9 o facto de ter uma base de utilizadores jovens e entusiastas. O simples facto de imitar o estilo de conte\u00fado do TikTok pode n\u00e3o garantir que qualquer pessoa consiga atrair o seu p\u00fablico-alvo. Os s\u00edtios Web t\u00eam muitas vezes a ver com a comunidade internacional e o TikTok foi o primeiro a criar um s\u00edtio com este formato. No entanto, o facto de lotar o mercado pode apenas dividir o p\u00fablico de forma menos lucrativa, \u00e0 semelhan\u00e7a da trag\u00e9dia dos bens comuns.<\/p>\n

A base de utilizadores do TikTok \u00e9 maioritariamente constitu\u00edda por jovens (Gera\u00e7\u00e3o Z), que muitas empresas procuram atrair. O Facebook, tal como outras empresas de redes sociais, continua a ter uma posi\u00e7\u00e3o importante neste grupo demogr\u00e1fico quando se considera o n\u00famero de contas. No entanto, a principal quest\u00e3o \u00e9 aumentar o envolvimento, em vez de atrair novas pessoas. H\u00e1 menos pessoas da Gera\u00e7\u00e3o Z a utilizar o Facebook com a mesma frequ\u00eancia que os seus hom\u00f3logos mais velhos, o que leva a uma menor viabilidade da publicidade para esse grupo demogr\u00e1fico. Assim, o conte\u00fado ao estilo do TikTok \u00e9 uma boa forma de os levar a utilizar a aplica\u00e7\u00e3o com mais frequ\u00eancia.<\/p>\n

Outro fator \u00e9 a potencial reentrada do TikTok no mercado. A propriet\u00e1ria do TikTok, a ByteDance, j\u00e1 est\u00e1 a negociar com o conglomerado indiano Reliance Industries para o fazer. A empresa planeia vender a sua participa\u00e7\u00e3o na vers\u00e3o local da empresa para atenuar a situa\u00e7\u00e3o. A empresa tamb\u00e9m est\u00e1 a contra-atacar o governo dos EUA por tentar bloque\u00e1-la. Ainda assim, as redes sociais s\u00e3o um jogo de envolvimento constante, e permanecer bloqueado por muito tempo pode prejudicar a comunidade do TikTok. Basicamente, ser banido durante demasiado tempo pode prejudicar o entusiasmo do utilizador para voltar a investir o seu tempo na plataforma.<\/p>\n

Neste momento, o TikTok continua a ser um ator importante em muitos outros mercados. Continua a ser uma aplica\u00e7\u00e3o popular, apesar de ter perdido dois grandes mercados, pelo que ainda h\u00e1 vida na plataforma. Se outras empresas podem usurp\u00e1-lo nessas regi\u00f5es espec\u00edficas \u00e9 outra quest\u00e3o.<\/p>","protected":false},"excerpt":{"rendered":"

With TikTok bans looming in certain crucial markets, there are always bound to be other companies taking its place. After all, the market abhors a vacuum, especially on the Internet. Enter: the new Facebook video feed feature that’s looking to take that same format of short-form, user-generated content. All the hallmark signs of TikTok’s original […]<\/p>\n","protected":false},"author":1,"featured_media":15742,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[14,16],"tags":[127,414,415,416],"wl_entity_type":[47],"class_list":["post-1986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","category-websites","tag-content-marketing","tag-facebook","tag-tiktok","tag-video-content","wl_entity_type-article"],"acf":[],"yoast_head":"\nFacebook Video Feed Aims to Fill TikTok Market Gap - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"With TikTok banned in certain markets, other companies are taking its place. 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