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Social Media Overview - Brazil - June 2018

“A large portion of Brazil’s population doesn’t have access to the internet. Among those who are connected, however, social networks play a very important role. In addition to connecting people with friends and family, social networks are the primary source of information and an entertainment option for the majority of users, and mobile phones are the main device used. Social media can, therefore, be a great ally of both big brands and small producers, either as point of sale, customer service channel, or for marketing communication purposes. In order to make good use of it, companies need to understand the right approach and what the best social media to reach their target audiences is.”
– Ana Paula Gilsogamo, Research Analyst

This Report looks at the following areas:

  • 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

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • 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

                                  • 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

                                        • 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

                                                    • 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

                                                          • Facebook launches the marketplace function in Brazil
                                                            • YouTube launches YouTube Go in Brazil for videos download
                                                              • Figure 1: Enjoy more videos with YouTube Go enjoy more videos on YouTube – Google
                                                            • Instagram facilitates purchases and identification of products
                                                              • Figure 2: Post example
                                                            • Heinz turns Instagram posts into edible treats
                                                              • Figure 3: Heinz Brazil campaign
                                                            • Brands invest in YouTubers and famous YouTube channels
                                                              • Figure 4: Oi campaign
                                                              • Figure 5: Mc Kevinho and Vivo campaign
                                                            • Cheetos uses social networks and fax to relaunch a product
                                                              • Figure 6: Cheetos campaign
                                                            • Carrefour encourages consumers to check recipes on Pinterest
                                                              • Figure 7: Carrefour on Pinterest
                                                            • Samsung partners with Anitta
                                                              • Figure 8: Samsung campaign
                                                            • Tesla launches its Roadster into space and breaks record
                                                              • Figure 9: Tesla Roadster launch
                                                          • Presence and Engagement on Social Media

                                                              • Beauty and personal care
                                                                • Figure 10: Followers by social media, BPC brands – Feb.16, 2018-May 16, 2018
                                                                • 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
                                                                • Figure 13: Top 5 BPC brands' posts by the engagement rate – Feb.16, 2018-May 16, 2018
                                                              • Food and drinks
                                                                • Figure 14: Followers by social media, food and drinks brands – Feb.16, 2018-May 16, 2018
                                                                • Figure 15: Engagement by social media, food and drinks brands – Feb.16, 2018-May 16, 2018
                                                                • Figure 16: Top 10 posts by engagement rate – Feb.16, 2018-May 16, 2018
                                                            • The Consumer – What You Need to Know

                                                              • 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

                                                                            • WhatsApp is the most used social media in Brazil
                                                                              • Figure 17: Social media usage – Brazil, April 2018
                                                                              • Figure 18: WhatsApp Business
                                                                            • Facebook campaigns with celebrities can appeal to women aged 16-34
                                                                              • Figure 19: Facebook usage, by age and gender – Brazil, April 2018.
                                                                              • Figure 20: Boticário campaign
                                                                              • Figure 21: Neve campaign
                                                                              • Figure 22: Neve Dermacare campaign
                                                                            • Partnering with humor YouTube channels can appeal to men
                                                                              • Figure 23: YouTube usage, by age and gender – Brazil, April 2018.
                                                                              • Figure 24: Gillette Brazil campaign
                                                                              • Figure 25: Clear campaign
                                                                          • Content Appeal

                                                                            • Content created by friends and family are more appealing
                                                                              • Figure 26: Content appeal – Brazil, April 2018
                                                                              • Figure 27: Heinz campaign
                                                                              • Figure 28: Heinz campaign
                                                                              • Figure 29: Veja Gold campaign
                                                                            • Using social media to promote new products can be a good opportunity
                                                                              • Figure 30: Selected attitude toward social media, by interest in content created by brands – Brazil, April 2018
                                                                              • Figure 31: Fanta and McDonald's campaign
                                                                          • Types of Content

                                                                            • News is the most viewed type of content on social networks
                                                                              • Figure 32: Types of content – Brazil, April 2018
                                                                              • Figure 33: Google campaign
                                                                              • Figure 34: TicToc Twitter page
                                                                            • Livestream of sports events can appeal to men
                                                                              • Figure 35: Types of content, livestreams by gender – Brazil, April 2018
                                                                              • Figure 36: Brahma campaign
                                                                          • Subject of Interest

                                                                            • Most social media users view culture and entertainment content
                                                                              • Figure 37: Subject of interest – Brazil, April 2018
                                                                              • Figure 38: Facebook Watch campaign
                                                                              • Figure 39: Ticketmaster and YouTube campaign
                                                                            • Health and wellness attract users aged 35+
                                                                              • Figure 40: Subject of interest, by age – Brazil, April 2018.
                                                                              • Figure 41: AH Groenteboost campaign
                                                                          • How to Post and Share on Social Media

                                                                            • Brands have the opportunity to promote special occasions
                                                                              • Figure 42: How to post and share on social media – Brazil, April 2018
                                                                              • Figure 43: Coca-Cola Fan Feat promotion
                                                                            • Partnering with celebrities can impact more active users
                                                                              • Figure 44: How to post and share on social media, by interest in content created by celebrities and total – Brazil, April 2018
                                                                              • Figure 45: C&A campaign
                                                                          • Reasons to Share

                                                                            • Stimulating “haters” can generate social media buzz
                                                                              • Figure 46: Reasons for share – Brazil, April 2018
                                                                              • Figure 47: Bauducco campaign
                                                                              • Figure 48: Bauducco campaign
                                                                              • Figure 49: Bauducco campaign
                                                                            • Partnering with internet personalities can boost participation
                                                                              • Figure 50: Reasons for share, by interest in content created by internet personalities/YouTubers and total – Brazil, April 2018
                                                                              • Figure 51: KFC + Coca-Cola campaign
                                                                          • Attitudes toward Social Media

                                                                            • “Digital detox” means reducing usage rather than stop using
                                                                              • Figure 52: Attitudes toward social media – Brazil, April 2018
                                                                            • Tutorials can appeal to Millennials from the AB socioeconomic group
                                                                              • Figure 53: Attitudes toward social media – CHAID analysis, April 2018
                                                                              • Figure 54: NYX app
                                                                              • Figure 55: "Quem disse Bernice?" campaign
                                                                          • Appendix – Abbreviations

                                                                            • Abbreviations

                                                                            Social Media Overview - Brazil - June 2018

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