Meninas e marcas no cenário do consumo: a produção espontânea de conteúdos para marcas no TikTok

Abstract

The present work aims to analyze the content created by girls on TikTok in relation to brands, from the perspective of UGC - User Generated Content, based on raising awareness through communication strategies. The foundation for the development of the study is a qualitative research of an exploratory nature. The work is organized into three main parts, the second chapter explains the consumption behavior of girls between 8 and 12 years old, the age range of the study in question. Brand approaches to future consumers are also discussed, briefly bringing up the danger of premature adultization. The third chapter presents the TikTok platform, its characteristics and history, delving deeper into the potential for UGC production, its impact and strategic use. Finally, in the fourth chapter, the spontaneous productions of girls on TikTok are investigated in depth, related to the consumption of products and brands, especially around the beauty market, from the perspective of UGC, presenting five strategic categories. The methodology at this stage is based on internet observation, which seeks to analyze the content of productions made on TikTok. Therefore, it is concluded that brands adopt varied and persuasive communication strategies, which indirectly attract and approach a specific audience at a young age, whose behavior is marked by changes arising from the network and consumption dynamics. In spontaneous productions carried out around brands on TikTok, girls demonstrate creativity and resourcefulness, but also signs of anxiety and the consumption of products and brands that sometimes distance themselves from the ideal universe for this group. This reveals the importance of media education, so that the cycle formed between girls, brands and social networks can be beneficial and assertive, carefully preparing the consumers of the future. [resumo fornecido pelo autor]