Instagram remains the most used social network, but it doesn’t reign alone. Sports, fashion, beauty, and even financial services brands are among the favorites. These are some of the findings from a survey conducted with university students from three regions of Brazil, aged between 18 and 23.
Conducted by university tech Cheers — which has an app used by 2 million students to access events — the survey measures habits and digital media consumption among these young people.
The survey shows, for example, that Instagram is used daily by 95% of respondents. But TikTok also stands out, with daily use by 75% of young people, with one detail: the platform is used not only for entertainment but also to shape consumption, behavior, and influence, according to the study.
YouTube, in turn, maintains relevance due to its usage culture: it is the preferred platform for more in-depth content. The survey also notes that social network X, formerly Twitter, despite its ups and downs, still finds its space in engaged niches.
BRANDS AND INFLUENCER MARKETING
Participants in the Cheers study were asked the following question: “Which brands do you follow on social media that represent or inspire you?”. No examples were given, nor any segment was indicated, aiming to reveal those brands that are truly top-of-mind for the new generations.
The diversity of brands was the main result. Giants and traditional ones, such as Nike and Adidas in sports goods, lead the way. However, other categories were also present in the responses.
One of these categories is beauty and personal care. In this segment, the most mentioned were Wepink, Grupo Boticário, Natura, and Boca Rosa. In fashion retail, Lojas Renner S.A., Shein, and Youcom stand out, “gaining significant space,” as the study highlights. In entertainment, Netflix leads.
Those who think young people don’t care about financial life are mistaken. In fact, one of the most remembered brands by the survey’s audience comes precisely from financial services: Nubank.
“What do these brands have in common? It’s not just the product, but the ability to deliver quality, innovation, authenticity, and above all, real alignment with the values and aspirations of young people. They seek brands that represent and inspire them in their daily lives,” says Gabriel Russo, founder and CEO of Cheers.
