Internet users in Brazil have always quickly and massively adopted the new social media channels that emerge. There is, however, some variation in terms of access and preference among different demographic groups and lifestyles. TikTok, for example, is more successful among younger generations and parents of young children, while LinkedIn is more likely to be used by older groups. In Brazil, for some years now, having access to the internet is practically synonymous with using WhatsApp.

The extensive use of social media among Brazilians encourages both users and brands to be creative when using this channel. Social media has been used for various purposes, such as entertainment, shopping, activism, source of information, organization of events with family and friends (especially during social isolation) and so on. On the other hand, the high exposure to social media has also led users to demand more realistic content and to question the negative impacts that this exposure may have on their mental and emotional health.

• How the COVID-19 pandemic has impacted Brazilians’ attitudes and habits toward social media.

• Which brands and products categories Brazilians interact with on social media and how this interaction happens.

• What motivates users to buy products and services directly on social media.

• What kind of content and positioning Brazilians expect from brands and companies on social media.

• How the “cancel culture” and the impacts of social media on mental health affect users’ perceptions.

This Report identifies general aspects of Brazilians’ habits and attitudes toward social media; how they use it, how are their interactions with other users and products/brands, and what are their content interests.

For the purposes of this Report, the following definitions of social media and social networks, often used as a synonym, are used:

• Any social media and social networks whose primary function of which is person-to-person interaction. Examples falling under Mintel’s definition include Facebook, Twitter, WhatsApp, TikTok and LinkedIn.

• Any social media and social networks whose primary function of which is to share media with other users. Examples falling under Mintel’s definition include Pinterest, YouTube.

This Report was finished on December 7, 2020. As the number of COVID-19 cases has increased again in several Brazilian states, restrictive measures have been adopted once more throughout the country. On November 12, 2020, a decree extended for 30 days the restrictions on the entry of foreigners in the country by road, other land means or waterway transport. In the State of São Paulo, on November 2, it was announced the return to the yellow phase, which does not recommend the closing of commerce or state schools, but restricts the opening hours of commercial establishments and prohibits events in which the public stands up. In several cities and states, the use of face masks in public spaces is mandatory.

On February 4, 2020, President Jair Bolsonaro declared a national emergency. The first COVID-19 case was confirmed in Brazil on February 26, 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic and on March 21, São Paulo – the city with the highest number of confirmed cases – decreed quarantine.

Across Brazil, state-level stay-at-home orders rolled out from March to June. After this period, non-essential businesses such as restaurants, beauty salons and shopping malls were allowed to reopen with restrictions in different states. Parks and beaches were also reopened. In the State of São Paulo, despite the authorization for schools and universities to reopen, municipalities have autonomy to decide on the matter. In the state educational network, only high school and young and adult education students went back to class. Nevertheless, at the time of writing, these orders remain extremely varied across the country, depending on governors’ evaluations of the pandemic situation and also considering states’ health indicators.

On the day this Report was finished, December 7, 2020, the State of São Paulo announced its free vaccination plan against COVID-19 would start in January 2021. The federal government also announced an immunization plan without an exact date, but scheduled to start between March and June 2021. Despite the disclosure of these plans, no vaccine has been approved yet by Anvisa, the Brazilian regulatory body.