Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Challenges
- Internet access still is relatively low in Brazil
- Fake news and lack of data protection can affect social networks
- Mobile phone and social media addiction can stimulate “digital detox”
- High cost of data usage and specific plans “attach” users to social networks
- Opportunities
- High usage indicates great potential for social media in Brazil
- Consumers have an interest in content created by brands
- Inviting consumers to interact with brands can be an opportunity
- Partnering with celebrities can appeal to different audiences
- Brands can promote and sell products via social media
- What we think
The Market – What You Need to Know
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- Mobile phones drive the growing access to the internet in Brazil
- Fake news and lack of data protection can affect social networks
- Mobile phone and social media addiction can stimulate “digital detox”
Market Drivers
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- Internet access is still relatively low in Brazil
- Access to the internet via mobile phones grows
- Social networks’ data use and protection policies are questioned
- Fake news can impact social media as a source of information
- Mobile phone and social media addiction can stimulate “digital detox”
- Price and promotional plans boost access to social media
Key Players – What You Need to Know
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- Facebook and Instagram facilitate the commercialization of products
- Brands invest in YouTubers and celebrities to amplify their campaigns
- BPC and food and drink brands on social media
Marketing Campaigns and Actions
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- Facebook launches the marketplace function in Brazil
- YouTube launches YouTube Go in Brazil for videos download
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- Figure 1: Enjoy more videos with YouTube Go enjoy more videos on YouTube – Google
- Instagram facilitates purchases and identification of products
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- Figure 2: Post example
- Heinz turns Instagram posts into edible treats
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- Figure 3: Heinz Brazil campaign
- Brands invest in YouTubers and famous YouTube channels
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- Figure 4: Oi campaign
- Figure 5: Mc Kevinho and Vivo campaign
- Cheetos uses social networks and fax to relaunch a product
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- Figure 6: Cheetos campaign
- Carrefour encourages consumers to check recipes on Pinterest
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- Figure 7: Carrefour on Pinterest
- Samsung partners with Anitta
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- Figure 8: Samsung campaign
- Tesla launches its Roadster into space and breaks record
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- Figure 9: Tesla Roadster launch
Presence and Engagement on Social Media
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- Beauty and personal care
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- Figure 10: Followers by social media, BPC brands – Feb.16, 2018-May 16, 2018
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- Figure 11: Engagement by social media, BPC brands – Feb.16, 2018-May 16, 2018
- Figure 12: Engagement rate*, BPC brands – Feb.16, 2018-May 16, 2018
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- Figure 13: Top 5 BPC brands' posts by the engagement rate – Feb.16, 2018-May 16, 2018
- Food and drinks
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- Figure 14: Followers by social media, food and drinks brands – Feb.16, 2018-May 16, 2018
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- Figure 15: Engagement by social media, food and drinks brands – Feb.16, 2018-May 16, 2018
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- Figure 16: Top 10 posts by engagement rate – Feb.16, 2018-May 16, 2018
The Consumer – What You Need to Know
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- WhatsApp is the most used social media in Brazil
- Content created by friends and family are more appealing
- Livestream of sports events can appeal to men
- Health and wellness attract users aged 35+
- Brands have the opportunity to promote special occasions
- Partnering with internet personalities can boost participation
- Tutorials can appeal to Millennials from the AB socioeconomic group
Social Media Usage
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- WhatsApp is the most used social media in Brazil
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- Figure 17: Social media usage – Brazil, April 2018
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- Figure 18: WhatsApp Business
- Facebook campaigns with celebrities can appeal to women aged 16-34
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- Figure 19: Facebook usage, by age and gender – Brazil, April 2018.
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- Figure 20: Boticário campaign
- Figure 21: Neve campaign
- Figure 22: Neve Dermacare campaign
- Partnering with humor YouTube channels can appeal to men
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- Figure 23: YouTube usage, by age and gender – Brazil, April 2018.
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- Figure 24: Gillette Brazil campaign
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- Figure 25: Clear campaign
Content Appeal
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- Content created by friends and family are more appealing
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- Figure 26: Content appeal – Brazil, April 2018
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- Figure 27: Heinz campaign
- Figure 28: Heinz campaign
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- Figure 29: Veja Gold campaign
- Using social media to promote new products can be a good opportunity
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- Figure 30: Selected attitude toward social media, by interest in content created by brands – Brazil, April 2018
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- Figure 31: Fanta and McDonald's campaign
Types of Content
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- News is the most viewed type of content on social networks
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- Figure 32: Types of content – Brazil, April 2018
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- Figure 33: Google campaign
- Figure 34: TicToc Twitter page
- Livestream of sports events can appeal to men
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- Figure 35: Types of content, livestreams by gender – Brazil, April 2018
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- Figure 36: Brahma campaign
Subject of Interest
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- Most social media users view culture and entertainment content
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- Figure 37: Subject of interest – Brazil, April 2018
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- Figure 38: Facebook Watch campaign
- Figure 39: Ticketmaster and YouTube campaign
- Health and wellness attract users aged 35+
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- Figure 40: Subject of interest, by age – Brazil, April 2018.
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- Figure 41: AH Groenteboost campaign
How to Post and Share on Social Media
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- Brands have the opportunity to promote special occasions
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- Figure 42: How to post and share on social media – Brazil, April 2018
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- Figure 43: Coca-Cola Fan Feat promotion
- Partnering with celebrities can impact more active users
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- Figure 44: How to post and share on social media, by interest in content created by celebrities and total – Brazil, April 2018
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- Figure 45: C&A campaign
Reasons to Share
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- Stimulating “haters” can generate social media buzz
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- Figure 46: Reasons for share – Brazil, April 2018
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- Figure 47: Bauducco campaign
- Figure 48: Bauducco campaign
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- Figure 49: Bauducco campaign
- Partnering with internet personalities can boost participation
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- Figure 50: Reasons for share, by interest in content created by internet personalities/YouTubers and total – Brazil, April 2018
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- Figure 51: KFC + Coca-Cola campaign
Attitudes toward Social Media
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- “Digital detox” means reducing usage rather than stop using
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- Figure 52: Attitudes toward social media – Brazil, April 2018
- Tutorials can appeal to Millennials from the AB socioeconomic group
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- Figure 53: Attitudes toward social media – CHAID analysis, April 2018
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- Figure 54: NYX app
- Figure 55: "Quem disse Bernice?" campaign
Appendix – Abbreviations
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- Abbreviations
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