{"id":4706,"date":"2022-02-10T16:20:15","date_gmt":"2022-02-10T19:20:15","guid":{"rendered":"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/?p=4706"},"modified":"2022-02-10T16:48:49","modified_gmt":"2022-02-10T19:48:49","slug":"flow-podcast-e-marketing-a-relacao-das-marcas","status":"publish","type":"post","link":"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/flow-podcast-e-marketing-a-relacao-das-marcas\/","title":{"rendered":"Flow Podcast e marketing digital: o poder da influ\u00eancia e a rela\u00e7\u00e3o das marcas"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"661\" src=\"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/Flow-Podcast-o-poder-da-influencia-e-a-relacao-das-marca-capa-1024x661.jpg\" alt=\"Flow Podcast e marketing digital: o poder da influ\u00eancia e a rela\u00e7\u00e3o das marcas\" class=\"wp-image-4713\" srcset=\"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/Flow-Podcast-o-poder-da-influencia-e-a-relacao-das-marca-capa-1024x661.jpg 1024w, https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/Flow-Podcast-o-poder-da-influencia-e-a-relacao-das-marca-capa-300x194.jpg 300w, https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/Flow-Podcast-o-poder-da-influencia-e-a-relacao-das-marca-capa-768x496.jpg 768w, https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/Flow-Podcast-o-poder-da-influencia-e-a-relacao-das-marca-capa-1536x991.jpg 1536w, https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/Flow-Podcast-o-poder-da-influencia-e-a-relacao-das-marca-capa.jpg 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>A internet \u00e9 feita de momentos e principalmente pol\u00eamicas. O assunto da vez, ou melhor, o desta semana \u00e9 sobre o Flow Podcast.<\/p>\n\n\n\n<p>Voc\u00ea j\u00e1 deve saber o motivo de tamanha repercuss\u00e3o e coment\u00e1rios nas redes sociais.<\/p>\n\n\n\n<p>O assunto foi parar nos trends do Twitter, nos stories do Instagram, nos v\u00eddeos em alta do YouTube, epis\u00f3dios de podcasts e at\u00e9 nas postagens do LinkedIn.<\/p>\n\n\n\n<p>O Flow Podcast foi exemplo de como uma marca pode ser destru\u00edda e afetada por conta de uma fala preconceituosa e criminosa, que levou \u00e0 quebra de parcerias e contratos de patrocinadores.<\/p>\n\n\n\n<p>Coment\u00e1rios n\u00e3o faltaram sobre o tema e o blog de hoje aborda a import\u00e2ncia de uma comunica\u00e7\u00e3o humana, verdadeira e respeitosa e tamb\u00e9m levanta a seguinte problem\u00e1tica<strong>: \u00e9 poss\u00edvel as marcas patrocinadoras se protegerem das crises de quem elas apoiam?<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"764\" height=\"301\" src=\"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/1.png\" alt=\"\" class=\"wp-image-4707\" srcset=\"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/1.png 764w, https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/1-300x118.png 300w\" sizes=\"auto, (max-width: 764px) 100vw, 764px\" \/><\/figure><\/div>\n\n\n\n<p>Acompanhe o caso e descubra como a sua empresa, que patrocina influencers, pode se proteger de atitudes inesperadas. &nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"entenda-mais-sobre-o-caso\"><strong>Entenda mais sobre o caso<\/strong><\/h2>\n\n\n\n<p>Veiculado desde 2018 no YouTube e nas plataformas digitais, o Flow Podcast se tornou um dos maiores podcasts do Brasil, conhecido pela participa\u00e7\u00e3o de artistas, criadores de conte\u00fado, youtubers, e gamers, al\u00e9m de personalidades pol\u00edticas.<\/p>\n\n\n\n<p>Sem ser um programa de entrevista e caracterizado apenas como uma simples conversa, n\u00e3o era novidade falas pol\u00eamicas durante as grava\u00e7\u00f5es.<\/p>\n\n\n\n<p>Entretanto, no dia 8 de fevereiro, o nome do podcast aparece entre os assuntos mais comentados na internet.<\/p>\n\n\n\n<p>O motivo foi o epis\u00f3dio #545, transmitido na noite de segunda-feira, 7.<\/p>\n\n\n\n<script async=\"\" src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\"><\/script>\n<ins class=\"adsbygoogle\" style=\"display:block; text-align:center;\" data-ad-layout=\"in-article\" data-ad-format=\"fluid\" data-ad-client=\"ca-pub-5362433733710077\" data-ad-slot=\"3691617201\"><\/ins>\n<script>\n     (adsbygoogle = window.adsbygoogle || []).push({});\n<\/script>\n\n\n\n<p>Bruno Aiub, conhecido como Monark e apresentador do Flow Podcast, junto de Igor, recebeu como convidados os deputados Tabata Amaral e Kim Kataguiri.<\/p>\n\n\n\n<p>Durante a conversa, Monark disse aos convidados que achava que o Brasil tinha que ter um partido nazista reconhecido pela lei.<\/p>\n\n\n\n<p>Em pouco tempo, ao longo do dia, o p\u00fablico come\u00e7ou a pressionar tanto o podcast como as marcas patrocinadoras, que n\u00e3o demorou muito para se manifestarem anunciando quebra de contratos e elimina\u00e7\u00e3o de v\u00ednculos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"atencao-com-o-que-voce-patrocina\"><strong>Aten\u00e7\u00e3o com o que voc\u00ea patrocina!<\/strong><\/h2>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"740\" height=\"494\" src=\"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/business-people-handshake-greeting-deal-work_1150-865.webp\" alt=\"\" class=\"wp-image-4708\" srcset=\"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/business-people-handshake-greeting-deal-work_1150-865.webp 740w, https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2022\/02\/business-people-handshake-greeting-deal-work_1150-865-300x200.webp 300w\" sizes=\"auto, (max-width: 740px) 100vw, 740px\" \/><\/figure><\/div>\n\n\n\n<p>Em 30 dias, o podcast teve:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>20 milh\u00f5es de streamings (acessos nas plataformas de \u00e1udio digital);<\/li><li>Contabilizou uma audi\u00eancia de 1,3 milh\u00e3o de pessoas;<\/li><li>No YouTube, o canal que exibe as entrevistas ao vivo, conta com mais de 3,6 milh\u00f5es de inscritos e mais de 15,3 milh\u00f5es de visualiza\u00e7\u00f5es.<\/li><\/ul>\n\n\n\n<p>Estes s\u00e3o os dados que est\u00e3o no m\u00eddia kit do Flow, publicado no site oficial.<\/p>\n\n\n\n<p>Com uma audi\u00eancia dessa, \u00e9 imposs\u00edvel n\u00e3o querer que a sua marca apare\u00e7a nas divulga\u00e7\u00f5es, certo?<\/p>\n\n\n\n<p>Entre as marcas parceiras ou que j\u00e1 fizeram a\u00e7\u00f5es comerciais no podcast, estavam: Amazon, Finclass, Puma, Bis, IFood, Ragazzo, Flash Benef\u00edcios, Carioc\u00e3o, Sportsbet, Insider Store, Philip Mead.<\/p>\n\n\n\n<p>Por\u00e9m, o que aconteceu foi o seguinte:<\/p>\n\n\n\n<p>Indignado com a fala do apresentador, o p\u00fablico come\u00e7ou a cobrar uma atitude e posicionamento dos patrocinadores do programa.<\/p>\n\n\n\n<p>N\u00e3o demorou muito para que todas come\u00e7assem a se pronunciar pelas redes sociais.<\/p>\n\n\n\n<p>O iFood, BIS, Puma, WiseUp e Ragazzo disseram repudiar a fala de Monark e explicaram que no passado chegaram a fazer a\u00e7\u00f5es comerciais no podcast, por\u00e9m, n\u00e3o possuem mais contratos com o programa e nem com o apresentador.<\/p>\n\n\n\n<p>Outras empresas como a Amazon, Flash Benef\u00edcios, Insider Store, Fatal Model e Philip Mead, que estavam com contratos em aberto, informaram que as parcerias ser\u00e3o encerradas e recor\u00e7aram a opini\u00e3o contr\u00e1ria do apresentador.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"pt\" dir=\"ltr\">O iFood n\u00e3o mant\u00e9m mais rela\u00e7\u00e3o comercial com o Flow.<br><br>Nossa decis\u00e3o de encerrar o patroc\u00ednio com o podcast foi tomada, de forma definitiva, em novembro de 2021.<\/p>&mdash; #iFoodNoBBB24 \ud83c\udf92 (@iFood) <a href=\"https:\/\/twitter.com\/iFood\/status\/1491081396059885573?ref_src=twsrc%5Etfw\">February 8, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"pt\" dir=\"ltr\">Nota de esclarecimento. <a href=\"https:\/\/t.co\/AqaD4IztRI\">pic.twitter.com\/AqaD4IztRI<\/a><\/p>&mdash; Ragazzo (@Ragazzo) <a href=\"https:\/\/twitter.com\/Ragazzo\/status\/1491111843393585153?ref_src=twsrc%5Etfw\">February 8, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"pt\" dir=\"ltr\">Nota de Rep\u00fadio. <a href=\"https:\/\/t.co\/5csUm22SHc\">pic.twitter.com\/5csUm22SHc<\/a><\/p>&mdash; Mastercard Brasil (@MastercardBR) <a href=\"https:\/\/twitter.com\/MastercardBR\/status\/1491119871245324288?ref_src=twsrc%5Etfw\">February 8, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"o-desfecho\"><strong>O desfecho<\/strong><\/h2>\n\n\n\n<p>Com a repercuss\u00e3o, os Est\u00fadios Flow, que \u00e9 respons\u00e1vel pelo gerenciamento do podcast, declarou em nota que Monark n\u00e3o faz mais parte da equipe e que o epis\u00f3dio da segunda-feira seria deletado de todas as plataformas.<\/p>\n\n\n\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/CZumOSqvLME\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\"><div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/CZumOSqvLME\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\" rel=\"noopener\"> <div style=\" display: flex; flex-direction: row; align-items: center;\"> <div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div><\/div><\/div><div style=\"padding: 19% 0;\"><\/div> <div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" 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570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div><div style=\"padding-top: 8px;\"> <div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Ver essa foto no Instagram<\/div><\/div><div style=\"padding: 12.5% 0;\"><\/div> <div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"><div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div> <div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div> <div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div><\/div><div style=\"margin-left: 8px;\"> <div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div> <div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div><\/div><div style=\"margin-left: auto;\"> <div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div> <div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div> <div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div><\/div><\/div> <div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div> <div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div><\/div><\/a><p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/CZumOSqvLME\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\" rel=\"noopener\">Uma publica\u00e7\u00e3o compartilhada por Flow Podcast (@flowpdc)<\/a><\/p><\/div><\/blockquote> <script async src=\"\/\/www.instagram.com\/embed.js\"><\/script>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"marcas-como-se-proteger-da-crise-em-uma-situacao-como-a-do-flow-podcast\"><strong>Marcas: como se proteger da crise em uma situa\u00e7\u00e3o como a do Flow Podcast?<\/strong><\/h2>\n\n\n\n<p>Situa\u00e7\u00f5es como a do Flow Podcast mostram o cuidado que \u00e9 preciso ter entre marcas e &nbsp;patrocinadores.<\/p>\n\n\n\n<p>Muitas vezes, elas podem enfrentar uma crise por causa de opini\u00f5es intoler\u00e1veis dos influenciadores ou porta-vozes que os patrocinam.<\/p>\n\n\n\n<p>\u00c9 praticamente imposs\u00edvel prever o futuro e identificar se a pessoa que voc\u00ea apoia vai fazer coment\u00e1rios absurdos, por\u00e9m, h\u00e1 meios para prevenir certos tipos de situa\u00e7\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"algumas-dicas-para-se-proteger-da-crise-em-uma-situacao-como-a-do-flow-podcast-sao\"><strong>Algumas dicas para se proteger da crise em uma situa\u00e7\u00e3o como a do Flow Podcast s\u00e3o:<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Entender a import\u00e2ncia de um porta-voz para a sua marca;<\/li><li>Saber a responsabilidade que o profissional carrega com tal parceria;<\/li><li>Antes de assinar qualquer contrato, deve-se estudar o comportamento do influenciador ou do apresentador do que quer que seja patrocinado;<\/li><li>Se estiver com d\u00favida, fale com a pessoa;<\/li><li>Caso se sinta inseguro, o indicado \u00e9 n\u00e3o prosseguir no contrato.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><a href=\"https:\/\/web.whatsapp.com\/send?phone=5511996659119\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"320\" src=\"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2020\/07\/banner-queima-dinheiro-1.jpg\" alt=\"\" class=\"wp-image-1419\" srcset=\"https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2020\/07\/banner-queima-dinheiro-1.jpg 1024w, https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2020\/07\/banner-queima-dinheiro-1-300x94.jpg 300w, https:\/\/vocedigitalpropaganda.com.br\/blogwpn\/wp-content\/uploads\/2020\/07\/banner-queima-dinheiro-1-768x240.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n\n\n<p>Mesmo que as conversas e estudos n\u00e3o sejam suficientes, existem outras formas para haver o resguardo.<\/p>\n\n\n\n<p>As empresas podem antecipar a\u00e7\u00f5es nos contratos e identificar atitudes que condizem com os valores da marca, al\u00e9m de contarem com uma cl\u00e1usula no contrato prevendo esse tipo de situa\u00e7\u00e3o e mencionando a n\u00e3o concord\u00e2ncia com falas ou situa\u00e7\u00f5es.<\/p>\n\n\n\n<p>O Marketing de Influ\u00eancia faz parte das estrat\u00e9gias de marketing digital e \u00e9 uma excelente maneira para elevar o nome da sua marca, visto que ele tem a capacidade de influenciar pessoas, aumentar o posicionamento da marca e at\u00e9 os processos de vendas, mas desde que seja usado com respeito por todas as partes.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button aligncenter is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-luminous-vivid-amber-background-color has-background\" href=\"https:\/\/vocedigitalpropaganda.com.br\/servicos\/influencers\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>CONHE\u00c7A NOSSA \u00c1REA DE MARKETING DE INFLU\u00caNCIA<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Coment\u00e1rios n\u00e3o faltaram sobre o tema e o blog de hoje aborda a import\u00e2ncia de uma comunica\u00e7\u00e3o humana, verdadeira e respeitosa e tamb\u00e9m levanta a seguinte problem\u00e1tica: \u00e9 poss\u00edvel as marcas patrocinadoras se protegerem das crises de quem elas apoiam?<\/p>\n","protected":false},"author":20,"featured_media":4712,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[74],"tags":[],"class_list":["post-4706","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-de-influencia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Flow Podcast e marketing: a rela\u00e7\u00e3o das marcas - Blog Voc\u00ea Digital<\/title>\n<meta name=\"description\" content=\"Coment\u00e1rios n\u00e3o faltaram sobre o Flow Podcast e o blog de hoje aborda a import\u00e2ncia de uma comunica\u00e7\u00e3o humana, verdadeira e respeitosa e...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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