Ibigo byashora imari mubakora ibintu byitwaye neza kurubuga nkoranyambaga mugihe cyo kwamamaza kwa gatanu. Ibi byagaragajwe mu bushakashatsi bwakozwe na HypeAuditor, umuyobozi w’isi yose mu gusesengura no kwamamaza ibicuruzwa, bishingiye ku isesengura ry’ubukangurambaga bwakorewe muri kariya gace umwaka ushize.
Ubushakashatsi bwasuzumye inyandiko za Instagram hagati yitariki ya 1 Ukwakira na 15 Ukuboza 2024, hamwe na hashtags zijyanye niyi nsanganyamatsiko, harimo #blackfriday, #cybermonday, #blackweek, #blacknovember, #promotion, nizindi, kugirango bashushanye imyitwarire yibirango n'ababigizemo uruhare muri kiriya gihe.
Ubushakashatsi bwerekanye ko impuzandengo yo gusezerana kuzamurwa mu ntera yashyizwe kuri konti y’ibirango kuri Instagram yari 0.19% gusa, ikubye inshuro eshatu ugereranije n’iyanditswe mu babigizemo uruhare. Nubwo bimeze bityo, ingano yimyanya iva mubirango yari ikubye kabiri iy'abakora ibintu, byerekana ko ibigo byinshi bikomeje kunanirwa gukoresha ubushobozi bwabaterankunga mubikorwa byabo byo kuwa gatanu wumukara.
Umuyobozi ushinzwe kwamamaza muri Amerika y'Epfo muri HypeAuditor, Maria Marques agira ati: "Ibirango byinshi biracyemera ko ubukangurambaga bugamije ibikorwa byihariye ku masosiyete manini, ariko amakuru yerekana ukundi. Gukorana n'abashinzwe imishinga itandukanye kandi binini byerekana amahirwe akomeye ku bucuruzi ubwo ari bwo bwose bushaka guhuza no gukora mu gihe cyo kwamamaza."
Nano na micro influencers biganje cyane.
Nk’uko ubushakashatsi bubyerekana, ibyamamare byagize imyanya 329 ivuga ku wa gatanu w’umukara, aho abantu benshi bageze ariko bakitabira bike ndetse n’ibiciro byinshi. Ku rundi ruhande, Nano na micro-influencers, bibanze cyane mu kwiyamamaza, hamwe n'imyanya irenga 80.000 ijyanye n'itariki.
Ibicuruzwa byashora imari mu mazina akomeye, nka Pichau, Chilli Beans, Mercado Livre, na TV Globo, byashimangiye kwibanda ku kugera ku gihugu. Kurundi ruhande, imigendekere yisoko yerekana impinduka: gutandukanya ishoramari mubantu benshi baremye byagaragaye ko bikora neza mubikorwa no guhinduka, ibyo bikaba binatanga amahirwe kumasosiyete yingero zinyuranye nibice bitandukanye byo gushora imari mubikorwa byogukora neza kandi muburyo bwiza.
Maria Marques atanga urugero agira ati: "Ikunda gukora neza ku matariki yo kwamamaza ni ibintu byizana, bifite imvugo yegerejwe kandi y'ukuri, aho uwabigizemo uruhare abona umudendezo wo 'gukora ubumaji bwabo,' ni ukuvuga ibicuruzwa byemewe ku kirango cyangwa igice runaka. Ibi byerekana ko isano nyayo n'abayirenze irenze ubunini bw'abakurikira."
Imbaraga zururimi rwamarangamutima
Isesengura ryanditse ku nyandiko ryerekanye ko abayiremye bashingira cyane ku butumwa bwihutirwa n’ubuke, hamwe n’imvugo nka "uyu munsi gusa," "amasaha yanyuma," na "ububiko buke," butera FOMO (mu magambo ahinnye "gutinya kubura"). Amagambo nka "kohereza ibicuruzwa ku buntu," "kugaruza amafaranga," na "kugeza kuri 90% ku giciro" na byo byagarutsweho, bishimangira inyungu zifatika n'agaciro kabonwa n'abaguzi.
Abagira uruhare mu gukoresha imvugo yoroshye, amarangamutima, kandi ishingiye ku bikorwa, ihuza imyitwarire igendanwa no kwihuta cyane ku mbuga nkoranyambaga, ihuriro ryagaragaye ko ari ingenzi cyane kugira ngo ubukangurambaga bwo ku wa gatanu wirabura mu 2024.
Byongeye kandi, imiterere ya Reels yigaragaje nkibikorwa byiza cyane byo gutanga ibitekerezo no guhinduka, iyobora urutonde rwibyanditswe hamwe nibikunzwe cyane, ibitekerezo, n'ibitekerezo. Amashusho magufi kandi afite imbaraga yemerera kuvuga inkuru, kwerekana ibicuruzwa, n'amarangamutima, inkingi eshatu zingenzi kugirango ubukangurambaga bugende neza.
