Attitudes and Habits on Social Media: Incl Impact of COVID-19 – Brazil – December 2020
£ 3,265 (Excl.Tax)
Report Summary
“Social media channels were extremely important for Brazilians in 2020, especially during the toughest months of social isolation. Thanks to social media, users were able to keep in touch with loved ones, consume and produce entertainment content, make purchases with greater ease, get informed and connect with social causes, among other activities. However, this constant exposure to social media also brought a critical perspective, leading many users to discuss the negative effects that social media can impose to society and to people’s mental health.”
– Ana Paula Gilsogamo, Senior Research Analyst
This Report covers the following areas:
- 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.
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
- What you need to know
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Executive Summary
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- Market overview
- The impact of the COVID-19 pandemic on social media
- 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
- 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
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Market Drivers
- 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
- Social isolation boosts social media and digital platforms
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Key Players – What You Need to Know
- Brands invest in the gaming and eSports market
- Natura overcomes boycott and sees its shares rise
- Brands invest in the gaming and eSports market
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Marketing Campaigns
- 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
- Figure 3: Campaign to fight fake news
- TikTok launches its first campaign on Brazilian TV
- Figure 4: TikTok campaign
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- Figure 5: TikTok campaign
- Brands invest in the gaming and esports market
- Figure 6: Girl Pwr campaign
- Amaro prepares collection with help from TikTok users
- Figure 7: Amaro campaign
- In order not to lose space, brands and social networks create features similar to TikTok
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Case Studies
- Natura overcomes boycott and sees its shares rise
- 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
- Figure 11: #Unbottleapnaswag campaign
- Natura overcomes boycott and sees its shares rise
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The Consumer – What You Need to Know
- 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
- WhatsApp has great potential as a social commerce platform
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Social Media Usage and Usage Frequency
- WhatsApp has great potential as a social commerce platform
- 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
- 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
- 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
- Figure 20: LinkedIn usage, by generation, Brazil, August 2020
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- Figure 21: McDonald’s recruitment campaign
- WhatsApp has great potential as a social commerce platform
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Categories Interacted on Social Media
- Foodservice stands out in terms of direct purchase via social media
- 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
- 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
- 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
- Foodservice stands out in terms of direct purchase via social media
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Perceptions and Attitudes toward Brands on Social Media
- Social media is the right channel for brands to be transparent
- 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
- 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
- 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
- Social media is the right channel for brands to be transparent
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Attitudes and Habits on Social Media
- Despite criticism, social networks have the potential to promote inclusion
- 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
- 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
- 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
- Despite criticism, social networks have the potential to promote inclusion
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Changes in Behaviors on Social Media
- Immersive experiences in the gaming universe can compensate for limited in-person activities among Generation Z
- 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
- 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
- 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
- Immersive experiences in the gaming universe can compensate for limited in-person activities among Generation Z
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Appendix – Abbreviations
- Abbreviations
- Abbreviations
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
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