Campanhas de Interação no Facebook Ads: Formato Vídeo VS Formato Imagem: Relatório de Estágio na Social FootPrint

• Autor(a) principal: Tavares, Diogo Filipe Pinto
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.22/22345
• topic: Redes Sociais; Publicidade; Anúncios; Métricas Digitais; Engagement; Social Networks; Advertising; Ads; Digital Metrics; Gestão

Marketing and Advertising reinvented the way we communicate and provided a new stage of interaction between brands and consumers, where a new form of communication emerged: advertisements. This internship report aims to demonstrate my experience throughout 400 hours of a curricular internship in a communication agency. The main purpose of this report is to demonstrate my path and apply in practice all the theoretical knowledge that I have covered during the master's degree in Digital Marketing. As a way to value my experience, I decided to put in the report a metadological part where I use advertising campaigns created by me, to understand which type of format (image or video) has more impact on the chosen goal, the interaction. As a way to evaluate the effect of the video or image format on interaction campaigns I selected important metrics in the analysis of interaction campaigns: reach, impressions, CPM, results, interaction rate, cost per interaction with the publication, comments on publications, reactions on publications, saved publications and shares of publications. This is a qualitative study based on information from Facebook Business Manager, where through the data of the developed campaigns it is possible to reach conclusions about my problem: "Facebook Ads Interaction Campaigns: Video vs. Image Format". That said, tables are made for interpretation of results where I use the analogy between campaigns to understand which format achieves better results in terms of engagement. The results show that the video format presents better results in terms of reach, impressions, CPM, interactions, cost per interaction with the publication. While the image format shows better results in terms of comments on posts, reactions, saved posts, and shares of posts. This study complements the literature on marketing and advertising campaigns by further studying the content format that has more reach for Facebook and Instagram users. In addition, it brings contributions to advertising managers by understanding which format has the most impact.