The Impacts of Audiovisual Content in Digital Marketing: a Study on Companies Using the Method in São Luís – Maranhão

Objective: The objective of this study is to investigate the impacts of using audiovisual content in the digital marketing strategies of companies in São Luís, Maranhão, aiming to understand how this tool contributes to audience engagement, brand strengthening, and increased sales. Theoretical Framework: This section presents the key concepts and theories that underpin the research. It highlights analyses of audiovisual content as a communication tool (Vidigal, 2023; Coutinho, 2006), digital marketing and its strategies (Kotler and Keller, 2010; Ferreira, 2015), and the influence of consumer psychology on visual communication (Corredor, 2013; Justo and Massimi, 2017). These concepts provide a solid foundation for understanding the impact of audiovisual content in digital marketing. Method: The methodology adopted for this research involves a qualitative and quantitative approach, combining theoretical analysis with empirical data. Data collection was conducted through a structured questionnaire applied to companies in São Luís, covering micro, small, medium, and large organizations. Aspects such as the type of audiovisual content used, impact on engagement metrics, sales, and brand strengthening were explored. Results and Discussion: The results revealed that the use of promotional and institutional videos significantly contributes to audience engagement and brand strengthening. Companies reported a high return on investment (ROI), with Instagram highlighted as the most effective platform. In the discussion, the results are contextualized in light of the theoretical framework, highlighting challenges such as high production costs and alignment with the brand's visual identity. Research Implications: The practical implications of this research include guidelines for optimizing the use of audiovisual content in digital marketing. In the marketing field, the results can influence practices such as adopting personalized content and investing in paid ads to enhance reach and engagement. Originality/Value: This study contributes to the literature by exploring the impact of audiovisual content in the regional context of São Luís, Maranhão, highlighting its effectiveness as a strategic marketing tool. The research is relevant as it underscores the importance of content personalization and evaluation metrics in the digital environment.