{"id":15168,"date":"2024-09-27T01:09:41","date_gmt":"2024-09-27T01:09:41","guid":{"rendered":"https:\/\/viafoura-2025.eclipse-dev.com\/blog\/reforca-a-comunidade-uma-oportunidade-geracional-para-as-editoras\/"},"modified":"2025-07-28T19:14:41","modified_gmt":"2025-07-28T19:14:41","slug":"reforca-a-comunidade-uma-oportunidade-geracional-para-as-editoras","status":"publish","type":"post","link":"https:\/\/viafoura.com\/pt-pt\/blog\/reforca-a-comunidade-uma-oportunidade-geracional-para-as-editoras\/","title":{"rendered":"Refor\u00e7a a comunidade: Uma oportunidade geracional para as editoras"},"content":{"rendered":"

Como diretor de uma editora, n\u00e3o \u00e9s alheio \u00e0s mudan\u00e7as dos meios digitais. Os dias em que dependias do tr\u00e1fego barato das redes sociais j\u00e1 l\u00e1 v\u00e3o. As audi\u00eancias actuais est\u00e3o fragmentadas em v\u00e1rias plataformas, enquanto os cookies de terceiros, outrora a espinha dorsal da publicidade direcionada, est\u00e3o a ser rapidamente eliminados. Estas mudan\u00e7as trazem desafios, mas tamb\u00e9m apresentam uma oportunidade sem precedentes para transformar a forma como a tua organiza\u00e7\u00e3o interage com os seus leitores. Ao cultivar uma comunidade leal e empenhada diretamente na tua pr\u00f3pria plataforma, aprofundar\u00e1s as rela\u00e7\u00f5es, desbloquear\u00e1s novos fluxos de receitas e preparar\u00e1s o teu neg\u00f3cio para o futuro contra as perturba\u00e7\u00f5es cont\u00ednuas do mercado. <\/span> Este post explora as principais ideias de uma sess\u00e3o recente organizada pela Viafoura na confer\u00eancia ONA24 intitulada “Doubling Down on Community”.<\/span><\/p>\n

<\/p>

The New Imperative: Owning Your Audience<\/h3> The publishing industry has long faced an existential challenge\u2014audience ownership. For years, tech companies like Facebook, Twitter (now X) and Instagram provided platforms where readers could consume and discuss content. However, these social platforms have shifted priorities away from news. As Adam Mosseri, Head of Instagram, put it <\/span>on Threads<\/span><\/a>, \u201c<\/span>Politics and hard news are important,<\/i><\/b> I don’t want to imply otherwise.<\/span><\/i> But <\/i><\/b>my take is, from a platform’s perspective, any incremental engagement or revenue they might drive is <\/span><\/i>not at all worth the scrutiny, negativity (let’s be honest), or integrity risks that come along with them.<\/i><\/b>\u201d\u00a0<\/span> The truth: If you\u2019re not the one owning the conversation around your content, someone else is\u2014and they\u2019re monetizing it. Anthony De Rosa from On_Discourse framed this aptly: \u201c<\/span>Media companies have allowed tech companies to steal their content and monetize it by providing a platform for readers to discuss it. How absurd is that<\/i><\/b>?<\/span><\/a>\u201d<\/span>\n<\/div><\/div>

<\/p>

A solu\u00e7\u00e3o? <\/span>Construir a tua comunidade.<\/b><\/h2> By cultivating an engaged and loyal audience on your own platform, you control not only the conversation but the data, the engagement, and\u2014most critically\u2014the revenue potential.\u00a0<\/span> When asked, here\u2019s how the participants at ONA defined Community:<\/span>\n<\/div>
\"\"\/\n<\/figure><\/div><\/div>

Algumas descri\u00e7\u00f5es n\u00e3o te surpreenderam: <\/span>liga\u00e7\u00e3o, uni\u00e3o,<\/span><\/i> compromisso<\/span><\/i>enquanto o termo mais proeminente – confian\u00e7a<\/span>confian\u00e7a<\/i><\/b>-dou origem a uma grande discuss\u00e3o. Fala mais sobre isto mais tarde… <\/span><\/p>\n

<\/p>

Community As a Strategic Priority for Publishers<\/b><\/h3> For publishing executives, the strategic value of building a community extends beyond engagement\u2014it directly impacts the business bottom line. Here’s what we know about the value of community members from Viafoura’s global research:\u00a0<\/span>
  1. Generate 5x more revenue<\/b> than non-community members.<\/span><\/li>
  2. Visit 45x more frequently<\/b> than the general audience.<\/span><\/li>
  3. Spend <\/span>5.3x more time on-site<\/b>, driving higher ad impressions and boosting subscription opportunities\u00a0<\/span><\/li> <\/ol> These metrics point to a broader trend:<\/span> engaged communities are the linchpin of future audience growth.<\/i><\/b>

    The Business Case for Community-Driven Revenue<\/b><\/h3> The data is compelling: active community members are more likely to subscribe, less likely to churn, and more engaged overall. But beyond the direct engagement metrics, what makes community an essential driver of revenue growth?<\/span>
    1. First-Party Data Collection: <\/b>As third-party cookies fade, publishers must adopt first-party data strategies. Communities offer high-value data for targeted content, personalized experiences, and better ads.<\/span><\/li>
    2. Increased Subscription Revenue:<\/b> Community members are 31% more likely to subscribe and 2.5x less likely to churn. Exclusive community content and engagement tiers can drive subscriptions and reduce churn.<\/span><\/li>
    3. Optimized Ad Revenue: <\/b>Communities boost dwell time and page views. First-party data enables precise targeting and higher CPMs, while ads within communities offer new revenue streams.<\/span><\/li>
    4. Higher Retention Rates:<\/b> Communities foster belonging, encouraging users to return through interactive features like comments, events, and user-generated content.<\/li> <\/ol> \n

      <\/p>

      Os 3 pilares fundamentais da constru\u00e7\u00e3o de uma estrat\u00e9gia comunit\u00e1ria bem sucedida<\/b><\/h2> To reap the benefits of community, it\u2019s critical to recognize that community is a significant driver of business value \u2014 it’s not simply community for community\u2019s sake. Viafoura has outlined three critical pillars of community building success: <\/span>intention, cultivation, and operationalization<\/b>.<\/span>\n

      <\/p>

      1. Intention: Tie Community Engagement to Revenue on Day 01<\/b><\/h3> Community is no longer a “nice-to-have”\u2014it\u2019s a core business strategy, with a front seat at the table. Set clear objectives and align your teams around building a loyal, engaged audience around your North Star metrics: <\/span>converting engaged community members.\u00a0<\/i><\/b>\n

      <\/p>

      • Define your success criteria <\/b>– get as specific as possible\u00a0<\/span><\/li>
      • Build the business case<\/b>\u00a0 – <\/span>Community =\u00a0 Direct Ad Activation + Engagement Lift for Time on Site Attributable to Community + Conversion (Registration + Subscription lift)\u00a0<\/span><\/i><\/li>
      • Map Your Ownership Framework <\/b>– Who owns what, what is their\u00a0 level of disruption, and how long are the stakeholders engaged?\u00a0<\/span><\/li> <\/ul> \n<\/div>
        \"\"\/\n<\/figure><\/div><\/div>

        Estas pr\u00e1ticas foram concebidas para mobilizar em torno de um objetivo-chave e responsabilizar as equipas pela obten\u00e7\u00e3o de resultados. Uma estrat\u00e9gia de comunidade bem sucedida n\u00e3o \u00e9 apenas da responsabilidade das tuas equipas de produto ou de envolvimento – tem de ser adoptada por toda a organiza\u00e7\u00e3o, com uma clara apropria\u00e7\u00e3o e atribui\u00e7\u00e3o de recursos. <\/span><\/p>\n

        <\/p>

        2. Cultivation: Creating Safe, Engaging Spaces\u00a0<\/b><\/h3> Managing communities at scales is very hard. Language is ever evolving, trends move quickly and above all it\u2019s nearly impossible to monitor with exclusive human, or exclusively systems. The biggest factor in the crux community is on the line, <\/span>bringing us back to the concept of TRUST. <\/span><\/i>Trust built by your community to engage in safe spaces, trust from your editorial staff that they can engage in a civil way, and trust from the brand that community meets brand guidelines.<\/span>\n
        \"\"\/\n<\/figure><\/div>

        H\u00e1 dois lados da moeda a considerar: <\/span> <\/p>

        • Silencing the Bad: <\/b>Set up systems and processes in place to disable negative comments. Think: spam prevention, banned words disabling, auto moderation for sentiment and context, and including a human in review.\u00a0<\/span><\/li>
        • Promoting the Good: <\/b>Using advanced sentiment scoring, highlight positive engagement at scale to boost your highest quality community engagements to the top of conversations.\u00a0 Viafoura\u2019s recent Top Comments feature does just this.\u00a0<\/span><\/li> <\/ul> \n<\/div><\/div>

          <\/p>

          3. Operationalization: Scaling Community Engagement<\/b><\/h3> Scaling a community requires effective, structured strategies ranging from Low to High lift using <\/span>playbooks and cadences<\/b> to operationalize community efforts. The core 3 examples covered in market currently highlight:\u00a0<\/span>
          • Live Broadcast Engagement:<\/b> Driving TV audiences to your digital properties to ask questions answered by hosts directly on air. This is a big win building rituals and offering a unique value proposition for subscribers\u00a0<\/span><\/li>
          • Editorial Recirculation:<\/b> Using community sections to inspire follow up content for editors, and launching new highlights in newsletters.\u00a0<\/span><\/li>
          • Live Events Operationalization:<\/b> Pre-moderated AMAs connecting podcasters, spotlight journalists or featured specialists to audiences directly. Pair with advertising teams for sponsored activations here.\u00a0<\/span><\/li> <\/ul>
            • <\/li> <\/ul> <\/b>Moreover, operationalization is about aligning your community strategy with broader business goals. For instance, by tying community engagement to subscription models or using community data to enhance ad revenue, you can ensure that <\/span>community-building directly contributes to the bottom line from day one.<\/b>\n

              <\/p>

              O futuro da edi\u00e7\u00e3o: as comunidades como factores de diferencia\u00e7\u00e3o competitiva<\/b><\/h2> \u00a0As the publishing industry continues to evolve, those who invest in building loyal, active communities will emerge as the leaders in audience engagement and monetization. For executives, the question is <\/span>no longer whether<\/i><\/b> to build a community, but <\/span>how<\/i><\/b> to do so effectively and at scale.\u00a0<\/span> By treating community as a strategic priority, focusing on intentional cultivation, and operationalizing engagement at every level, you can position your organization to thrive in the future of publishing. Communities are no longer just a way to engage readers\u2014they are a critical engine for growth, loyalty, and revenue in the digital age.<\/span> If you’re ready to build a thriving community, partner with Viafoura. Our platform equips you with the tools and insights to engage, activate, and monetize your audience with ease. Now is the time to act\u2014don\u2019t miss out on this generational opportunity.<\/span>\n","protected":false},"excerpt":{"rendered":"

              Como diretor de uma editora, n\u00e3o \u00e9s alheio \u00e0s mudan\u00e7as dos meios digitais. Os dias em que dependias do tr\u00e1fego barato das redes sociais j\u00e1 l\u00e1 v\u00e3o. As audi\u00eancias actuais est\u00e3o fragmentadas em v\u00e1rias plataformas, enquanto os cookies de terceiros, outrora a espinha dorsal da publicidade direcionada, est\u00e3o a ser rapidamente eliminados. Estas mudan\u00e7as trazem […]<\/p>\n","protected":false},"author":1,"featured_media":10432,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[74,37],"tags":[],"class_list":["post-15168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunidade","category-noivado"],"acf":[],"yoast_head":"\nViafoura | Refor\u00e7a a comunidade: Uma oportunidade geracional para as editoras<\/title>\n<meta name=\"description\" content=\"Como diretor de uma editora, n\u00e3o \u00e9s alheio \u00e0s mudan\u00e7as dos meios digitais. Os dias em que dependias do tr\u00e1fego barato das redes sociais j\u00e1 l\u00e1 v\u00e3o. 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