Capas de revistas, posts de Instagram, reports de consultorias, conversas on e offline recentemente batem na mesma tecla: é hora de repensar a atuação de celebridades e influenciadores. A conversa tomou mais fôlego no Brasil há algumas semanas, quando uma influenciadora fitness fez uma festa para amigos em sua casa, indo contra a recomendação de nos mantermos em isolamento social (até agora única forma de combater a pandemia de Covid-19). Com mais de 4 milhões de seguidores, ela já havia envolvido em polêmicas anteriores, mas essa, agravada por ter falado a frase “foda-se a vida”, parece ter levado a discussão para um público maior, tornando-se símbolo de mau exemplo, assim como lives de música super produzidas. Bom lembrar, no entanto: homens famosos também foram flagrados furando a quarentena, mas não foram tão criticados.
É o fim da influência como a conhecemos? Esse mercado vai mudar? O que virá daqui para frente? Ainda há espaço para ostentação? Ou tudo isso são questionamentos no calor da hora? E, passado esse momento mais sensível, a cultura dos influenciadores continuará a mesma?
Decidimos investigar o tema, e nos próximos dias vamos trazer dados e entrevistas. Conta pra gente como anda sua relação com influenciadores e celebridades? Você deixou de seguir alguns? Passou a seguir outros? Que tipo de post passou a te incomodar? E quais ganham seu like atualmente? Vamos adorar ouvir vocês.
E os influenciadores?
Com o isolamento social, uma sensação parece emergir: queremos mais vida real, menos ostentação. Pesquisa do @grupoconsumoteca revela que 52% das pessoas não veem sentido em seguir influenciadores. 33%, aliás, deixaram de segui-los, e 31% acham publieditoriais inapropriados no momento. A pesquisa ouviu 2.000 pessoas em todas as regiões do Brasil neste mês de maio.
“Há uma demanda clara por influenciadores que tomem partido diante de situações polêmicas e fatos políticos. 84% desejam que eles se posicionem. Só 12% deixariam de seguir um influenciador que expressasse opinião diferente da sua. A politização é mais bem-vinda do que mandatória – tanto que a maioria não vê necessidade de culpabilizar quem não se posiciona.”
Cancelamento parece mais frenesi do que prática. Talvez porque, quanto mais jovens, mais desapegada a relação com influenciadores. “A geração Z [nascida entre meados dos anos 1990 e o começo dos anos 2000] tem mais intimidade com essas pessoas, com o jogo em que estão incluídos, com posts pagos, publieditoriais. Nasceu digital, então entende que do outro lado da tela tem alguém parecido com ele, e acaba sendo mais tolerante com erros.”
Finanças, beleza e tecnologia são os assuntos que despertam mais interesse. “Influenciadores são procurados para ajudar a resolver questões da vida das pessoas, seja ‘como investir meu dinheiro’, seja ‘que maquiagem uso para uma festa de casamento?’.”
O que você busca quando segue um influenciador? Qual é o tipo de conteúdo que faz sentido pra você hoje?
Algo vai mudar?
Passa vergonha quem, em um momento como esse, fura o isolamento social. Certo? Depende… Há um discurso que se repete, mas que na prática pode não acontecer. “O comportamento dos influenciadores e famosos mudou, mas nem todos mudaram de fato. Tem sido comum ver pessoas extremamente populares pedindo para que fiquem em casa, mas saindo de casa. Acho que a conscientização existe, mas na superfície”, afirma Fernando Oliveira (@fefito), jornalista especializado em celebridades.
“Somos um país em que grandes celebridades ganham muito. O que me chama atenção, nesse momento, é o fenômeno das lives. Cantores e bandas têm ganhado cachês enormes sob pretexto de pedir doação. Quando a gente vê sertanejos que vivem vidas nababescas promovendo lives com aglomeração e superprodução, não é sobre a causa: é sobre uma competição de quem faz melhor, arrecada mais, quem tem maior audiência. A ajuda fica em segundo plano”, aponta.
Episódios como o da influenciadora fitness serão capazes de mudar o mercado de alguma forma? “Acredito que este vai ser lembrado como um divisor de água entre o discurso e a prática de influenciadores. Ela voltará às redes e recuperará o engajamento. Menos gente vai acreditar nela, mas os números seguirão atraindo marcas menos preocupadas com sua imagem e mais preocupadas com resultados imediatos”, analisa. Fernando acha que o que aconteceu servirá de exemplo, mas alguns ainda seguirão errando. “Nem todos têm consciência de seu papel. A questão é que se fala tanto em criar conteúdo, mas muitos não investem em conteúdo para si, leitura, estudo.
Não por acaso a gente esbarra com legendas como ‘covid-se’ em fotos de influenciadoras – pois é, aconteceu.”
Sentimentos dúbios fazem parte da cultura da celebridade
Não é de hoje que celebridades se valem da estratégia de parecerem pessoas comuns. A própria cultura em torno delas parece exigir isso. Afinal, ninguém consegue manter o personagem o tempo todo. Nós, como público, cansaríamos, ainda mais em um momento em que queremos ver vulnerabilidade, questionamento, o outro como termômetro do que sentimos também.
“Não é possível pensar em um tipo de super pessoa, que está sempre expondo as coisas mais bonitas, mais desejáveis, mais confortáveis. E que essa exposição não provoque uma reação negativa dos espectadores. As tentativas de evitar com que essa raiva aconteça é justamente equilibrar um pouco essas aparições, com de vez em quando você parecendo ser muito comum”, aponta a socióloga e jornalista Fabiana Moraes, que pesquisa a cultura das celebridades e das subcelebridades.
Parecer gente como a gente em um contexto assim traz uma necessidade quase compulsória de exibir a vida privada. E logo fica exposta a desigualdade. “As celebridades soam como uma espécie de espelho reverso. Eu, espectador, estou na minha casa, olho para a sua, olho ao meu redor, tudo por meio da tela. Vejo sua live, seus patrocínios, só por essa visibilidade percebo que você já consegue se manter. A minha visibilidade não garante isso. Há um abismo.”
Ainda assim, continuamos a consumir aquelas vidas, em uma espécie de fascínio. “As relações com celebridade são sempre muito ambíguas. Tanto podem ser extremamente platônicas, causando adesão por um afeto desmedido, como também podem trazer um efeito negativo, como a raiva.” Esse questionamento que está acontecendo agora com a ostentação de algumas delas pode ter a ver com a pandemia, como pode ser mais uma emoção causada pela categoria em si. “Será que insistir numa cultura de ostentação não vai provocar uma adesão que vai se dar pelo negativo? Não sei como isso se traduz em venda, em contratos. Talvez haja uma mudança. Mas ainda é cedo para traçar um cenário.”
Quais são os caminhos para uma influência autêntica?
Todos erramos e todos mudamos de opinião. No mundo dos influenciadores, esse processo é acompanhado em tempo real por uma grande audiênciapor milhares de pessoas. Não é fácil de fato compreender o que significa ter milhares ou até milhões de seguidores. “Uma representação numérica ao lado da foto não é capaz de explicar 1 milhão de pessoas na sua frente ouvindo o que você tem para dizer”, aponta Ana Paula Passareli (@passa), da @brunchagency. “‘Foram só uns stories’ ou ‘Eu não posso postar mais nada que reclamam’. Pois é, uma pessoa que escolhe ser uma figura pública passa a carregar o fardo da responsabilidade de emitir opiniões. Pessoas que ganham seguidores com muita rapidez passam por essa falta de percepção e não conseguem mudar o mindset de pessoa comum para pessoa pública com facilidade.”
Com grande influência deveria vir uma grande responsabilidade, certo? Mas, na pressa de transformar a vida em conteúdo, muito pode escapar.
“Acredito que as discussões que o episódio da Pugliesi geraram no mercado são de extrema importância. São situações como essa que abrem espaço para criadores e influenciadores que realmente se preocupam com suas comunidades e com o que representam para elas”, opina.
O que deve mudar daqui pra frente? Quem representa comercialmente os influenciadores responde: “Seria legal ver projetos que fujam à regra ‘1 post e 3 stories’. Isso não é fazer marketing de influência, é continuar tratando criadores e influenciadores como banner. E também gostaria de ver mais projetos assinados por criadores. Eles criam no seu habitat natural, entendem a força dos algoritmos, testam, erram, voltam atrás e estão sempre evoluindo. Quem melhor do que eles para construir projetos relevantes de conteúdo?”
E você, o que quer ver na relação de influenciadores e marcas?
Por uma internet que valorize vozes múltiplas
Na #ainternetqueagentequer temos um desejo: de ver vozes múltiplas sendo reconhecidas por seus trabalhos. Imagina que forte seria ver nano, microinfluenciadores e criadores de conteúdo conseguindo viver do que produzem? Fechando parcerias com marcas que percebem que mais vale apoiar quem consegue criar comunidade e promover conversas genuínas? Fazer da internet um espaço múltiplo de verdade, e não mais um espaço que reproduz a desigualdade.
Lembrando que “recebidos” não pagam boleto e que o que conta mesmo é remuneração pelo trabalho. Influenciar é conscientizar e, em um momento como o que estamos vivendo, fica mais evidente que precisamos enaltecer vozes que têm o que dizer. Pessoas que influenciam porque estudam, se renovam, pesquisam, trazem informação de qualidade, nos divertem também. Vamos amplificar essas vozes que contribuem diariamente para termos mais consciência sobre nós, os outros e o mundo?
Pontual, objetivo e a mensagem chegou perfeitamente, gostei demais!
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