Storytelling como principal estratégia de diferenciação no self-branding

: tatuadores na era digital

Abstract

Nowadays, social networks work as a portfolio for artists from the most diverse areas. The tattoo artist is rising in the job market, gaining prominence in society, to the point that these individuals become content creators with engaging networks of influence. Thus, it has become essential to evaluate the benefits of developing a self-branding strategy by tattoo artists on social networks. On the other hand, the concept of storytelling emerges, which we conceive as the differentiation pinnacle, a tool that allows those who use it to create a greater relationship with the audience, making them loyal. This dissertation analyses the positive influence of storytelling, as a personal marketing technique, on the diversification of a tattoo artist on Instagram and aims to identify the advantages of its application in creating competitive advantage. A mixed methods strategy was employed in order to reach both the professional and the consumer side. The techniques implemented were interviews to tattoo artists, content analysis of their Instagram profiles and a survey to consumers and non-consumers of tattoos, as well as consumers and non-consumers of tattoo artists’ content. Sharing content with tattoos was considered the main motivation to follow a tattoo artist on Instagram. However, professionals in the area declared greater engagement with the audience through publications of personal nature, namely, their lifestyle, pets and hobbies. However, the practice of storytelling was weakly identified despite the fact that in its presence there is greater engagement and number of followers in tattoo artists’ profiles. It is concluded that the adoption of a self-branding strategy is a success factor in Portuguese tattoo artists, allowing greater professional growth and the expansion of their their client portfolio, which is amplified with the use of the storytelling tool to allow the creation of a larger network of influence.

Date of Award	18 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Jorge (Supervisor)