São Paulo Futebol Clube : análise do posicionamento de marca no instagram

Abstract

This research aimed to understand the main characteristics of the brand positioning strategies and editorial lines of São Paulo Futebol Clube (SPFC) on its Instagram feed between July and September 2023, a period that was decisive for the club's unprecedented Copa do Brasil title, in order to elucidate how these initiatives can favor the digital communication of football clubs in contemporary times. It presents a qualitative-quantitative approach based on content analysis focusing on the examination of editorial lines; posts; techniques; communication patterns; and communication strategies of SPFC on Instagram, including the most recurrent content types and posting frequency. Thus, it sought to understand how these communication initiatives would be applied to an official São Paulo FC Instagram profile. In conclusion, the importance of editorial consistency, narratives, and the adaptation of digital strategies to the dynamics of the social network in the Club's content routine was highlighted.