{"id":871,"date":"2024-05-12T16:16:58","date_gmt":"2024-05-12T16:16:58","guid":{"rendered":"https:\/\/polis.consulting\/?p=871"},"modified":"2025-10-21T22:43:03","modified_gmt":"2025-10-22T01:43:03","slug":"assuntos-sobre-mercado-financeiro-agitam-as-redes-sociais-no-inicio-de-2024","status":"publish","type":"post","link":"https:\/\/polis.consulting\/en\/assuntos-sobre-mercado-financeiro-agitam-as-redes-sociais-no-inicio-de-2024\/","title":{"rendered":"Assuntos sobre mercado financeiro agitam as redes sociais no in\u00edcio de 2024"},"content":{"rendered":"
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Assuntos sobre mercado financeiro agitam as redes sociais no in\u00edcio de 2024<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Reclama\u00e7\u00f5es, memes e elogios. Nem mesmo o cen\u00e1rio do mercado financeiro escapa das men\u00e7\u00f5es de usu\u00e1rios das redes sociais. Na internet
fala-se de tudo, e conversas sobre os principais stakeholders do universo financeiro podem ser um campo de oportunidades e, at\u00e9 mesmo, de
crises para alguns deles.<\/p>\n\n

Diante desse cen\u00e1rio, n\u00e3o d\u00e1 pra deixar de lado estrat\u00e9gias que buscam ouvir consumidores, participar de conversas e, n\u00e3o menos importante,
encontrar insights valiosos e transform\u00e1-los em oportunidades de neg\u00f3cio.<\/p>\n\n

Com a\u00a0Brandwatch<\/a>, plataforma l\u00edder global em monitoramento de redes sociais segundo Forrester e Gartner, que tem a Polis Consulting como
revendedora oficial no Brasil, garante bons resultados nas estrat\u00e9gias de marketing digital das marcas que n\u00e3o dispensam o universo das
redes sociais e tudo que ele pode proporcionar a elas.<\/p>\n\n

E, foi com ela que n\u00f3s, do n\u00facleo de intelig\u00eancia e insights da\u00a0Polis Consulting<\/a>, monitoramos conversas sobre o mercado financeiro, com um
recorte de 10 de janeiro e 10 de fevereiro de 2024.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Mercado financeiro: estudo completo<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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As conversas sobre o tema ultrapassam a marca de 18 milh\u00f5es de men\u00e7\u00f5es totais, sendo 1 milh\u00e3o feita por autores \u00fanicos. A maioria das
\nconversas s\u00e3o de usu\u00e1rios da gera\u00e7\u00e3o X (nascidos entre 1965 e 1981), mas a gera\u00e7\u00e3o Z (nascidos entre 1995 e 2010) tamb\u00e9m est\u00e1 atenta a
\ndiscuss\u00f5es sobre finan\u00e7as e a import\u00e2ncia de ter esse conhecimento.<\/p>\n\n

As men\u00e7\u00f5es se concentram, principalmente, na regi\u00e3o sudeste, entretanto, n\u00e3o deixa de ser comentada no Brasil inteiro. Grande parte das
\n publica\u00e7\u00f5es \u00e9 realizada no X (ex-Twitter), por\u00e9m, um insight interessante \u00e9 que a segunda plataforma mais utilizada \u00e9 o YouTube, onde
\ninfluencers postam v\u00eddeos com dicas de como investir e poupar dinheiro.<\/p>\n\n

Em alta, eles e elas atraem p\u00fablicos que querem estar por dentro de tudo o que acontece no universo financeiro, como investimentos,
melhores institui\u00e7\u00f5es e muitos outros assuntos.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Influenciadores Financeiros<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\tOs influenciadores financeiros, ou chamados \u201cfinfluencers\u201d, exercem influ\u00eancia na tomada de decis\u00e3o de compra de seus seguidores
\n em produtos e servi\u00e7os da \u00e1rea, e tamb\u00e9m buscam ajudar as pessoas a entenderem mais sobre o mercado financeiro. De acordo com a nossa
an\u00e1lise, os top 5 influenciadores do mercado financeiro que possuem maior alcance s\u00e3o: Nath Finan\u00e7as; Charles Mendlowicz; Nathalia Arcuri;
Thiago Nigro; Rafael Ferri.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\tA l\u00edder de men\u00e7\u00f5es de alcance \u00e9 a Nath Finan\u00e7as, e o que pode ser o motivo de todo o sucesso \u00e9 que, al\u00e9m dos conte\u00fados sobre finan\u00e7as, a
influencer tamb\u00e9m fala sobre diversos outros temas, o que contribui para a aproxima\u00e7\u00e3o e intera\u00e7\u00e3o com o p\u00fablico.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Bancos Digitais<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Eles livram os clientes de burocracias, s\u00e3o acess\u00edveis, flex\u00edveis e, na grande maioria, livre de muitas taxas e cobran\u00e7as pela utiliza\u00e7\u00e3o de
diferentes servi\u00e7os. S\u00e3o, de fato, protagonistas de uma revolu\u00e7\u00e3o na vida financeira de qualquer pessoa.<\/p>\n\n

Analisando os principais bancos digitais, o Nubank se destacou em rela\u00e7\u00e3o a todos os outros, possuindo o maior n\u00famero de men\u00e7\u00f5es durante
\n os 31 dias mensurados. De 162 mil men\u00e7\u00f5es totais sobre \u201cbancos digitais\u201d, apenas o Nubank possui cerca de 46% desse valor.<\/p>\n\n

Os picos mais altos ocorreram devido a reclama\u00e7\u00f5es dos usu\u00e1rios sobre a queda do aplicativo e o aumento de limite para alguns clientes no
\n dia 18 de janeiro, e tamb\u00e9m relatos de tentativas de golpe no dia 2 de fevereiro.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Bancos Tradicionais<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\tJ\u00e1 na categoria \u2018Bancos Tradicionais\u2019, que envolvem nessa an\u00e1lise Ita\u00fa, Bradesco, Caixa Econ\u00f4mica Federal, Banco do Brasil e Santander, o
\nt\u00f3pico \u2018cart\u00e3o de cr\u00e9dito\u2019 foi o mais mencionado pelos internautas, presente em mais de 14.500 conversas envolvendo os bancos tradicionais.
\n Grande parte das men\u00e7\u00f5es vem do site \u2018Reclame Aqui\u2019, onde os clientes trazem \u00e0 tona diversos problemas relacionados aos cart\u00f5es de cr\u00e9dito
dos bancos.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\tMesmo n\u00e3o sendo o mais mencionado, o Santander roubou a cena ap\u00f3s anunciar mudan\u00e7as em rela\u00e7\u00e3o \u00e0 atividade de seus gerentes, medida
\n que foi mal recebida por funcion\u00e1rios e clientes, resultando em protestos nas redes sociais com as hashtags
#sobrecargadetrabalhogeraadoecimento e #reestrutura\u00e7\u00e3on\u00e3osantander. E, no mesmo dia, a Comiss\u00e3o de Organiza\u00e7\u00e3o dos Empregados
(COE) do Santander se reuniu com a dire\u00e7\u00e3o do banco para cobrar explica\u00e7\u00f5es sobre as mudan\u00e7as.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Contas Globais <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\tEm uma outra frente de an\u00e1lise, reunimos algumas contas globais, e as marcas C6 Bank, Wise e Nomad foram as mais mencionadas,
somando juntas cerca de 37 mil men\u00e7\u00f5es em rela\u00e7\u00e3o ao n\u00famero total de 39 mil. C6 Bank foi a marca mais comentada, e obteve o maior pico
\n no dia 12 de janeiro por conta de um problema no aplicativo. Em contrapartida, Western Union foi a conta com o maior decl\u00ednio de men\u00e7\u00f5es,
\nobtendo cerca de um volume 48% menor entre os dias 9 de dezembro e 9 de janeiro.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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\n\t\t\t\t\t\t\t\t\tAnalisando o sentimento das postagens que mencionam o C6 Bank, observa-se que 53% das men\u00e7\u00f5es possuem car\u00e1ter neutro, 25% das
men\u00e7\u00f5es s\u00e3o categorizadas como positivas e 22% negativas. Mesmo com o volume de men\u00e7\u00f5es reduzido, o Western Union possui percentual
\n muito maior de men\u00e7\u00f5es positivas chegando perto de 40%.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Produtos Digitais<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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O Mercado Pago e a Stone s\u00e3o os produtos digitais mais comentados na internet. Os dois se destacam nas men\u00e7\u00f5es e s\u00e3o patrocinadores das
vers\u00f5es latinas do reality show Big Brother, e suas ativa\u00e7\u00f5es no programa geram milh\u00f5es de coment\u00e1rios.<\/p>\n\n

A participa\u00e7\u00e3o da Stone no Big Brother Brasil colocou a marca no topo dos produtos digitais mais comentados. A frase \u201cbota pra girar no modo
stone\u201d \u00e9 relembrada em toda elimina\u00e7\u00e3o de algum participante, al\u00e9m disso os participantes aproveitam o momento para comentar sobre o
\n valor do pr\u00eamio e elogiar a marca.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Brandwatch + Mercado Financeiro<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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As conversas sobre o mercado financeiro est\u00e3o sempre acontecendo nas redes sociais. A Brandwatch nos ajudou a coletar insights
importantes para entender mais sobre a ind\u00fastria financeira e quais s\u00e3o as marcas que est\u00e3o bombando nas redes sociais, seja por
engajamento ou por reclama\u00e7\u00f5es. Al\u00e9m disso, conseguimos analisar a relev\u00e2ncia dos influenciadores digitais financeiros para a prospec\u00e7\u00e3o de
\n uma campanha.<\/p>\n\n

Com a plataforma de monitoramento de dados, Brandwatch, \u00e9 poss\u00edvel analisar os mais diversos cen\u00e1rios da sua marca, gerenciar crises,
manter o olho no concorrente e ficar atualizado de todas as tend\u00eancias que rolam no mundo digital. No Brasil, o Smartplan, plano exclusivo
Brandwatch, se tornou um sucesso por garantir os recursos do plano \u201cBrandwatch Enterprise\u201d com o pagamento mais acess\u00edvel e em moeda
\n brasileira.<\/p>\n\n

Com a tagBrandwatch<\/a>,\u00a0Mercado Financeiro<\/a>,\u00a0SocialListening<\/a><\/span><\/div><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Assuntos sobre mercado financeiro agitam as redes sociais no in\u00c3\u00adcio de 2024 Reclama\u00c3\u00a7\u00c3\u00b5es, memes e elogios. Nem mesmo o cen\u00c3\u00a1rio do mercado financeiro escapa das men\u00c3\u00a7\u00c3\u00b5es de usu\u00c3\u00a1rios das redes sociais. Na internet fala-se de tudo, e conversas sobre os principais stakeholders do universo financeiro podem ser um campo de oportunidades e, at\u00c3\u00a9 mesmo, de […]<\/p>\n","protected":false},"author":1,"featured_media":629,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"\nAssuntos sobre mercado financeiro agitam as redes sociais no in\u00edcio de 2024 - Polis Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/polis.consulting\/en\/assuntos-sobre-mercado-financeiro-agitam-as-redes-sociais-no-inicio-de-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Assuntos sobre mercado financeiro agitam as redes sociais no in\u00edcio de 2024 - Polis Consulting\" \/>\n<meta property=\"og:description\" content=\"Assuntos sobre mercado financeiro agitam as redes sociais no in\u00c3\u00adcio de 2024 Reclama\u00c3\u00a7\u00c3\u00b5es, memes e elogios. Nem mesmo o cen\u00c3\u00a1rio do mercado financeiro escapa das men\u00c3\u00a7\u00c3\u00b5es de usu\u00c3\u00a1rios das redes sociais. 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