Marketing de influência e persuasão; uma análise de Álvaro Xaro e Lara Santana no Instagram

Abstract

This study aims to analyze the persuasive strategies adopted in contemporary content circulation methods within influencer marketing, focusing on the Instagram profiles of Álvaro Xaro (@alvxaro) and Lara Santana (@larasantana). Centered on persuasion, the research explores how these content creators construct their own image and communicative narratives that make them attractive to the public and, consequently, to the advertising market. It seeks to understand how the use of verbal and visual elements, along with social media tools, interact to establish persuasion and connection with the audience. Using a qualitative approach, posts from the influencers' main feeds between July 15, 2025, and August 1, 2025, will be analyzed to observe patterns and different perspectives on the creation and dissemination of advertising and organic content within the stipulated period. It can be concluded that persuasion, within the scope of influencer marketing, occurs through the integrated and strategic application of elements such as humor and entertainment, authenticity, personalization, reliability, credibility, intimacy, proximity, identification, originality, and uniqueness. Although applied in distinct and particular ways, these strategies are the basis for the persuasive character attributed to digital influencers and are essential for building a relationship with the audience.