Table of Contents
Executive Summary
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- Challenges
- Depression, anxiety and mental health gain prominence due to social media exposure
- Aging population should impact the way brands and companies use social media to attract consumers
- Social media still has a fake news problem
- Opportunities
- Internet access grows even in rural areas and among poorer classes, expanding usage of social media
- More than half of social media users follow or interact with digital influencers
- Social networks for gamers and games with their own social networks are gaining space
- What we think
Market Drivers
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- Internet access grows even in rural areas and among poorer classes
- Depression and anxiety may be aggravated by the need to fit in socially and social media exposure
- Facebook, Instagram and Twitter try to create tools to prevent suicides
- Aging population should impact the way brands and companies use social media to attract consumers
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- Figure 1: Internet users – enlarged indicator*, by age group – Brazil 2018
- Social media still has a fake news problem
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- Figure 2: Facebook’s context button
- Social networks for gamers and games with their own social networks are gaining space
Key Players – What You Need to Know
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- From Globo to Netflix, streaming services invest in partnerships and strategies with influencers
- Brands are capitalizing on TikTok’s popularity
- Nike gains spontaneous media, influencer support, and stock market value with Colin Kaepernick
Marketing Campaigns and Efforts
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- Globo creates an Instagram profile for a soap opera character who is a digital influencer
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- Figure 3: Vivi Guedes’ Instagram profile
- Netflix partners with Kondzilla, Brazil’s most popular YouTube channel, to launch a new series
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- Figure 4: ‘Sintonia’ trailer
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- Figure 5: ‘Tô nem aí’ video clip
- Most popular finance YouTube channel launches a reality show on TV
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- Figure 6: Reality show’s first episode
- Brands are capitalizing on TikTok’s popularity
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- Figure 7: #WinningRL campaign
- Figure 8: #SaveourOceans campaign
Case Studies
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- Nike gains spontaneous media, influencer support, and stock market value with Colin Kaepernick
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- Figure 9: #justDoit campaign
- Figure 10: ‘Dream Crazy’ case study
- Wendy’s uses Fortnite to communicate that its hamburgers are not frozen and gains visibility on social media
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- Figure 11: Twitch online coverage
The Consumer – What You Need to Know
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- Snapchat can encourage Gen Z to influence the purchase decision
- Parents of children up to 3 years old are more likely to have used a social media channel more often
- Social media users aged 16-34 are more likely to be interested in “unboxing” videos
- Influencers can help housekeeping and home decor category impact consumers in search of physical and emotional wellbeing
- Social media presence is important to serve as a source of information for consumers
- Influencers and brands have the potential to help consumers with emotional health issues
Social Media Usage
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- Almost 100% of internet users use social media
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- Figure 12: Social media usage – Brazil, September 2019
- Instagram influencers have high potential in the Northeast
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- Figure 13: Social media usage, by region – Brazil, September 2019
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- Figure 14: Niely campaign
- Snapchat can encourage Gen Z to influence the purchase decision
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- Figure 15: Social media usage, by generation – Brazil, September 2019
Social Media Use Change
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- Despite switching between channels, most users have increased their usage of social media
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- Figure 16: Social media use change – Brazil, September 2019
- Parents of children up to 3 years old are more likely to have used a social media channel more often
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- Figure 17: Social media use change, by family profile – Brazil, September 2019
- Facebook usage grows among older generations and falls among youngsters
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- Figure 18: Social media use change, Facebook – Brazil, September 2019
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- Figure 19: ‘Lu como faz?’ tutorial
- Figure 20: ‘Lu como faz?’ tutorial
Interaction with Influencers
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- More than half of social media users follow or interact with digital influencers
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- Figure 21: Interaction with influencers – Brazil, September 2019
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- Figure 22: Subjects and topics of interest – Brazil, September 2019
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- Figure 23: Leita Moça campaign
- Influencers on Pinterest can appeal to AB consumers
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- Figure 24: Interaction with influencers, by socioeconomic group – Brazil, September 2019
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- Figure 25: Zaxy campaign
- Social media users aged 16-34 are more likely to be interested in “unboxing” videos
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- Figure 26: Subjects and topics of interest, by age group – Brazil, September 2019
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- Figure 27: #RecebidosCoca-Cola
Types of Influencers and Topics of Interest
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- Influencers can help housekeeping and home decor category impact consumers in search of physical and emotional wellbeing
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- Figure 28: Interaction with influencers – Brazil, September 2019
- Despite being used mostly by women, access to Instagram has increased among young men
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- Figure 29: Social media use change, Instagram – Brazil, September 2019
- Influencers from universes seen as less feminine can appeal to Brazilian women with causes they support
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- Figure 30: Interaction with influencers, by gender – Brazil, September 2019
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- Figure 31: #VeiopraFicar campaign
Types of Interaction with Brands
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- Social media presence is important to serve as a source of information for consumers
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- Figure 32: Types of interaction with brands, by age group – Brazil, September 2019
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- Figure 33: Google Trends, search for the term “o que é lúpulo?” (“what is hops?”) – Brazil, 2018
- Figure 34: Skol Hops campaign
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- Figure 35: Posts about hops
- Promotions and sales via social media can keep Brazilians aged 25-34 loyal to a brand or product
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- Figure 36: Types of interaction with brands, by age group – Brazil, September 2019
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- Figure 37: Google Lens animated gif
- Snapchat can be used to promote new brands and products, especially in the BPC category
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- Figure 38: Social media usage, by types of interaction with brands – Brazil, September 2019
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- Figure 39: Cover Girl Clean Matte campaign
- Figure 40: MDacne Custom Acne treatment
Attitudes and Behaviors towards Social Media
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- Influencers and brands have the potential to help consumers with emotional health issues
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- Figure 41: Attitudes and behaviors towards social media – Brazil, September 2019
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- Figure 42: Post with tips on how to recover after a toxic relationship ends
- Figure 43: ‘It’s OK’ campaign
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- Figure 44: HBO Doctor Commentaries campaign
- Women aged 25-34 are more likely to buy products or brands their favorite influencers use
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- Figure 45: Attitudes and behaviors towards social media, by gender and age group – Brazil, September 2019
- Brands and social networks need to offer greater control over content aimed at children
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- Figure 46: Attitudes and behaviors towards social media, by parents with children aged 18 or under – Brazil, September 2019
Appendix – Abbreviations
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- Abbreviations
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