Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

Description

Description

“As the access to the internet and the usage of social media grow, the audience has become more diverse, generating migrations between social networks and challenging brands and companies to be more assertive when identifying which content, network and subject appeal to their target demographic. Having a wide reach and influence, as the name suggests, digital influencers can be great allies of brands and causes, especially in a moment when social networks have been associated with negative contexts such as fake news, depression, anxiety, bullying, and hate speech.”

– Ana Paula Gilsogamo, Research Analyst

This report examines the following issues:

  • 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

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • 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

                            • 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
                                    • Figure 1: Internet users – enlarged indicator*, by age group – Brazil 2018
                                  • Social media still has a fake news problem
                                    • 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

                                    • 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

                                          • Globo creates an Instagram profile for a soap opera character who is a digital influencer
                                            • Figure 3: Vivi Guedes’ Instagram profile
                                          • Netflix partners with Kondzilla, Brazil’s most popular YouTube channel, to launch a new series
                                            • Figure 4: ‘Sintonia’ trailer
                                            • Figure 5: ‘Tô nem aí’ video clip
                                          • Most popular finance YouTube channel launches a reality show on TV
                                            • Figure 6: Reality show’s first episode
                                          • Brands are capitalizing on TikTok’s popularity
                                            • Figure 7: #WinningRL campaign
                                            • Figure 8: #SaveourOceans campaign
                                        • Case Studies

                                          • Nike gains spontaneous media, influencer support, and stock market value with Colin Kaepernick
                                            • 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
                                            • Figure 11: Twitch online coverage
                                        • The Consumer – What You Need to Know

                                          • 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

                                                      • Almost 100% of internet users use social media
                                                        • Figure 12: Social media usage – Brazil, September 2019
                                                      • Instagram influencers have high potential in the Northeast
                                                        • Figure 13: Social media usage, by region – Brazil, September 2019
                                                        • Figure 14: Niely campaign
                                                      • Snapchat can encourage Gen Z to influence the purchase decision
                                                        • Figure 15: Social media usage, by generation – Brazil, September 2019
                                                    • Social Media Use Change

                                                      • Despite switching between channels, most users have increased their usage of social media
                                                        • 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
                                                        • Figure 17: Social media use change, by family profile – Brazil, September 2019
                                                      • Facebook usage grows among older generations and falls among youngsters
                                                        • Figure 18: Social media use change, Facebook – Brazil, September 2019
                                                        • Figure 19: ‘Lu como faz?’ tutorial
                                                        • Figure 20: ‘Lu como faz?’ tutorial
                                                    • Interaction with Influencers

                                                      • More than half of social media users follow or interact with digital influencers
                                                        • Figure 21: Interaction with influencers – Brazil, September 2019
                                                        • Figure 22: Subjects and topics of interest – Brazil, September 2019
                                                        • Figure 23: Leita Moça campaign
                                                      • Influencers on Pinterest can appeal to AB consumers
                                                        • Figure 24: Interaction with influencers, by socioeconomic group – Brazil, September 2019
                                                        • Figure 25: Zaxy campaign
                                                      • Social media users aged 16-34 are more likely to be interested in “unboxing” videos
                                                        • Figure 26: Subjects and topics of interest, by age group – Brazil, September 2019
                                                        • Figure 27: #RecebidosCoca-Cola
                                                    • Types of Influencers and Topics of Interest

                                                      • Influencers can help housekeeping and home decor category impact consumers in search of physical and emotional wellbeing
                                                        • Figure 28: Interaction with influencers – Brazil, September 2019
                                                      • Despite being used mostly by women, access to Instagram has increased among young men
                                                        • 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
                                                        • Figure 30: Interaction with influencers, by gender – Brazil, September 2019
                                                        • Figure 31: #VeiopraFicar campaign
                                                    • Types of Interaction with Brands

                                                      • Social media presence is important to serve as a source of information for consumers
                                                        • Figure 32: Types of interaction with brands, by age group – Brazil, September 2019
                                                        • Figure 33: Google Trends, search for the term “o que é lúpulo?” (“what is hops?”) – Brazil, 2018
                                                        • Figure 34: Skol Hops campaign
                                                        • Figure 35: Posts about hops
                                                      • Promotions and sales via social media can keep Brazilians aged 25-34 loyal to a brand or product
                                                        • Figure 36: Types of interaction with brands, by age group – Brazil, September 2019
                                                        • Figure 37: Google Lens animated gif
                                                      • Snapchat can be used to promote new brands and products, especially in the BPC category
                                                        • Figure 38: Social media usage, by types of interaction with brands – Brazil, September 2019
                                                        • Figure 39: Cover Girl Clean Matte campaign
                                                        • Figure 40: MDacne Custom Acne treatment
                                                    • Attitudes and Behaviors towards Social Media

                                                      • Influencers and brands have the potential to help consumers with emotional health issues
                                                        • Figure 41: Attitudes and behaviors towards social media – Brazil, September 2019
                                                        • Figure 42: Post with tips on how to recover after a toxic relationship ends
                                                        • Figure 43: ‘It’s OK’ campaign
                                                        • Figure 44: HBO Doctor Commentaries campaign
                                                      • Women aged 25-34 are more likely to buy products or brands their favorite influencers use
                                                        • 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
                                                        • Figure 46: Attitudes and behaviors towards social media, by parents with children aged 18 or under – Brazil, September 2019
                                                    • Appendix – Abbreviations

                                                      • Abbreviations

                                                      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.

                                                      • Market

                                                        Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                      • Consumer

                                                        Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                      • Brand/Company

                                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                      • Data

                                                        Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                      Trusted by companies. Big and small.