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Attitudes and Habits on Social Media: Incl Impact of COVID-19 - Brazil - December 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
COVID-19: market context
EXECUTIVE SUMMARY
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 
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 
KEY PLAYERS – WHAT YOU NEED TO KNOW
Brands invest in the gaming and eSports market
Natura overcomes boycott and sees its shares rise
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
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
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
Figure 10: Natura posts on LGBTQIA+ awareness
Clean & Clear bets on TikTok challenge to promote engagement with teenagers in India
Figure 11: #Unbottleapnaswag campaign
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 
SOCIAL MEDIA USAGE AND USAGE FREQUENCY
WhatsApp has great potential as a social commerce platform 
Figure 12: Social media usage frequency, Brazil, August 2020
Figure 13: Clube Extra’s example of post-sale message on WhatsApp
Figure 14: Magazine Luiza’s opt-in during registration
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
Figure 17: Carlings’ interactive t-shirt
Parents are potential target for brands on TikTok
Figure 18: Social media usage, CHAID analysis, Brazil, August 2020
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
Figure 21: McDonald’s recruitment campaign
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
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
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
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
Social media is the right channel for brands to be transparent
Figure 29: Perceptions and attitudes towards brands on social media, Brazil, August 2020
Figure 30: KFC’s retraction tweet
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
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
Despite criticism, social networks have the potential to promote inclusion 
Figure 36: Attitudes and habits on social media, Brazil, August 2020
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
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
Figure 41: Some Netflix effects available on Instagram
Figure 42: A Fazenda competition
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
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
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
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
Figure 50: Five cleaning tips in the kitchen
Figure 51: Esfrebom and Amazon partnership
APPENDIX – ABBREVIATIONS
Abbreviations

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