A Winnin, a platform that uses proprietary AI to map cultural trends based on video consumption online, reveals the 2024 ranking of the most engaged topics on major platforms in Brazil. According to Winnin’s research, Beauty and Cosmetics led engagement in 2024, with an average of 1.07 million interactions per video, reaching its peak in April, influenced by the ‘Asoka Makeup Trend’.
Next, the topic of Celebrities and Influencersstands out, where gossip and updates about personalities like Virgínia, Hytalo Santos, and Viihtube achieved an average of 1.05 million engagements per video. Another topic that stood out last year was Religion and Esotericism, with an average of 926,000 engagements per video, attracting a loyal audience, especially among young people aged 25 to 34.
The topic of Relationships maintained steady engagement throughout the year, with an average of 842,000 interactions. This performance reflects the public’s continued interest in topics like love, friendship, and interpersonal connections, which always spark discussions and identification on social media.
Meanwhile, soccer, the national passion, ranked fifth and last in engagement, with an average of 711,000 interactions. YouTube stood out as the main platform for over 70% of the content created throughout the year, reinforcing its role as the favorite stage for discussions, analyses, and thrilling moments in sports.
With real-time updated data and deep insights into audience preferences and behaviors, Winnin stands out as an essential tool for companies that are most relevant in culture. With over 600,000 niches mapped and real-time analysis, the platform provides valuable information that helps brands and businesses adjust their marketing strategies according to the most relevant interests of the audience.
“The 2024 data shows that the cultural relevance of brands goes far beyond the obvious. Topics like Beauty, Celebrities, and Religion—which even showed significant growth among younger audiences—led engagement because they directly connect with people’s passions and aspirations. Understanding these cultural dynamics is no longer optional; it’s essential to create strategies that truly connect with people. The ability to accurately map trends, as we do at Winnin, allows brands to always stay one step ahead in the digital conversation,” comments Pedro Drable, Head of Strategy at Winnin.
