Table of Contents
Executive Summary
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- Market overview
- The impact of the COVID-19 pandemic on social media
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- Figure 1: Predicted impact of COVID-19 in the short, medium and long term on social media, December 2020
- The impact so far
- Short and medium term (December 2020 to December 2021)
- Long term (2022-2025)
- Mintel Trend Drivers
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- Figure 2: Mintel Trend Drivers
- Challenges
- Documentaries, data protection laws and fake news raise awareness of social media negative impact
- “Cancel culture” impacts influencers, brands and social causes
- In order not to lose space, brands and social networks create features similar to TikTok
- Opportunities
- More realistic content is key to engaging skeptical users
- Parents are potential target for brands on TikTok
- Immersive experiences in the gaming universe can compensate for limited in-person activities among Generation Z
- Twitter may be the best social media for brands to take a stand on political and social issues
Market Drivers
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- Social isolation boosts social media and digital platforms
- Documentaries, data protection laws and fake news raise awareness of social media negative impact
- “Cancel culture” impacts influencers, brands and social causes
- WhatsApp Pay should soon be approved in Brazil
Key Players – What You Need to Know
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- Brands invest in the gaming and eSports market
- Natura overcomes boycott and sees its shares rise
Marketing Campaigns
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- In order not to lose space, brands and social networks create features similar to TikTok
- Zoom will allow payment to entry online events
- WhatsApp launches campaign to fight fake news during local elections in Brazil
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- Figure 3: Campaign to fight fake news
- TikTok launches its first campaign on Brazilian TV
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- Figure 4: TikTok campaign
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- Figure 5: TikTok campaign
- Brands invest in the gaming and esports market
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- Figure 6: Girl Pwr campaign
- Amaro prepares collection with help from TikTok users
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- Figure 7: Amaro campaign
Case Studies
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- Natura overcomes boycott and sees its shares rise
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- Figure 8: Natura posts on violence against women
- Figure 9: Natura posts on lesbian awareness
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- Figure 10: Natura posts on LGBTQIA+ awareness
- Clean & Clear bets on TikTok challenge to promote engagement with teenagers in India
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- Figure 11: #Unbottleapnaswag campaign
The Consumer – What You Need to Know
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- WhatsApp has great potential as a social commerce platform
- LinkedIn may help recovery of the travel and tourism market
- Social media is the right channel for brands to be transparent
- Funny and original content can boost DE consumers engagement with brands and products
- Live-streaming events with a more realistic approach is paramount for BPC brands
Social Media Usage and Usage Frequency
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- WhatsApp has great potential as a social commerce platform
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- Figure 12: Social media usage frequency, Brazil, August 2020
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- Figure 13: Clube Extra’s example of post-sale message on WhatsApp
- Figure 14: Magazine Luiza’s opt-in during registration
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- Figure 15: Do Bem new range
- Social networks that favor dynamic video content, such as Instagram and TikTok, have greater potential in the Northeast
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- Figure 16: Social media usage, by region, Brazil, August 2020
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- Figure 17: Carlings’ interactive t-shirt
- Parents are potential target for brands on TikTok
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- Figure 18: Social media usage, CHAID analysis, Brazil, August 2020
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- Figure 19: Fami TikTok challenge
- LinkedIn may lose space to other social networks when recruiting young Gen Z professionals
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- Figure 20: LinkedIn usage, by generation, Brazil, August 2020
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- Figure 21: McDonald’s recruitment campaign
Categories Interacted on Social Media
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- Foodservice stands out in terms of direct purchase via social media
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- Figure 22: Purchase of a product directly from social media, by product/brand category, Brazil, August 2020
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- Figure 23: McDonald’s campaign
- Snapchat users are the most likely to interact with brands on social media
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- Figure 24: Categories interacted on social media, by social media users in general and Snapchat users, Brazil, August 2020
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- Figure 25: Colorama campaign
- LinkedIn may help recovery of the travel and tourism market
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- Figure 26: Categories interacted on social media, by social media usage, Brazil, August 2020
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- Figure 27: Villa Rossa Resort, in São Roque, has exclusive houses with swimming pool
- Figure 28: Royal Palm Plaza Resort program
Perceptions and Attitudes toward Brands on Social Media
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- Social media is the right channel for brands to be transparent
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- Figure 29: Perceptions and attitudes towards brands on social media, Brazil, August 2020
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- Figure 30: KFC’s retraction tweet
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- Figure 31: Excerpt from the retraction email sent by Carrefour to customers on November 26, 2020
- Advertisers on YouTube must offer products and content relevant to Gen Z while protecting their personal data
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- Figure 32: Perceptions and attitudes towards brands on social media, by generation, Brazil, August 2020
- Twitter may be the best social media for brands to take a stand on political and social issues
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- Figure 33: Perceptions and attitudes towards brands on social media, by social media usage, Brazil, August 2020
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- Figure 34: Magazine Luiza promotion
- Figure 35: Retweets announcing the influencer who will take over Vivo’s Twitter account
Attitudes and Habits on Social Media
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- Despite criticism, social networks have the potential to promote inclusion
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- Figure 36: Attitudes and habits on social media, Brazil, August 2020
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- Figure 37: Facebook campaign
- More realistic content is key to engaging skeptical users
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- Figure 38: Attitudes and habits on social media, CHAID analysis, Brazil, August 2020
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- Figure 39: Amaro campaign
- Funny and original content can boost DE consumers engagement with brands and products
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- Figure 40: Types of interaction with brands/products, by socioeconomic group, Brazil, August 2020
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- Figure 41: Some Netflix effects available on Instagram
- Figure 42: A Fazenda competition
Changes in Behaviors on Social Media
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- Immersive experiences in the gaming universe can compensate for limited in-person activities among Generation Z
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- Figure 43: Changes in behaviors on social media and social media usage, by generation, Brazil, August 2020
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- Figure 44: Ruffles Porto campaign
- Live-streaming events with a more realistic approach is paramount for BPC brands
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- Figure 45: Changes in behaviors on social media, by interaction with BPC products/brands on social media, Brazil, August 2020
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- Figure 46: Honest’s live-streaming in partnership with Amazon
- Figure 47: Post with the announcement of the addition of Mary Alberti to the Rare Beauty mental health council
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- Figure 48: Ivete Sangalo’s live-streaming event
- House cleaning category could invest in DIY content on Pinterest to attract new consumers and promote new products
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- Figure 49: Attitudes and habits on social media and spending priorities, by social media users in general and Pinterest users, Brazil, August 2020
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- Figure 50: Five cleaning tips in the kitchen
- Figure 51: Esfrebom and Amazon partnership
Appendix – Abbreviations
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- Abbreviations
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