গ্লোকাল, ফিট মজাদার এবং লিঙ্গহীন ফুটবল হল 2025 সালে বাজি ধরার কিছু প্রবণতা

A Winnin, plataforma que usa IA proprietária para mapear tendências culturais a partir do consumo de vídeos na internet, realizou em São Paulo a 1ª edição do Winnin NOW. in São Paulo. The event explored how video consumption patterns can be transformed into powerful strategic insights for the future of brands.

Durante o encontro, Gian Martinez, cofundador e CEO da Winnin, compartilhou insights valiosos sobre como a análise de dados de atenção e engajamento podem ajudar empresas a se tornarem mais relevantes. Confira abaixo, os 5 principais paradigmas desse mapeamento feito pela Winnin:

1 – The power of culture Glocal: Brands that operate only locally may miss opportunities in an increasingly connected world. Those that balance a global vision with local adaptations gain an advantage, strengthening bonds with their audience and attracting new consumers.

The rise of South Korean culture exemplifies this movement. K-pop, K-dramas, K-beauty, and K-food have broken borders and become global references, impacting various industries. Brands can explore this universe through co-creations and activations inspired by the Korean lifestyle, increasing innovation and desire.

The “K” goes beyond labels, connecting fashion, beauty, music, gastronomy, and entertainment. This fusion between international trends and local identities allows brands to expand their reach authentically, transforming products into global cultural phenomena.

সূত্র: Winnin AI. Relevance (in terms of engagement) of the main major cinema exponents in the last 12 months in Brazil, all genres and ages.

2 – Fit is Fun: The fitness universe, once focused on performance and aesthetics, now also embraces humor. Gyms have become a stage for light and shareable content, where laughing at the struggles of weightlifting and clumsy attempts at new exercises is already part of the experience – driven by networks like TikTok and Instagram Reels.

For brands, this trend represents a major opportunity. Humor creates identification, strengthens communities, and stimulates natural conversations. By exploring this universe with campaigns and collaborations that mix fitness + entertainment, brands can generate more engagement and connect with the audience in an authentic and spontaneous way. After all, in today's fitness world, laughing is also part of the workout.

সূত্র: Winnin AI. Relevance (in terms of engagement) of the main niches related to the gym in the last 12 months in Brazil, all genres and ages.

3 – Is cleaning just a boring chore?: Cleaning and tidying up are no longer just adult obligations but have become a rising content niche. Videos of organization, deep cleaning এবং before & after have gained space on social networks, combining visual satisfaction, useful tips, and a therapeutic effect. More than a task, cleaning has become a new form of “me-time”, where routines are romanticized and household chores are transformed into moments of pleasure.

This trend represents a major opportunity for brands. Cleaning content is relaxing and involves a diverse audience, from young people seeking organization to families and decoration lovers. Linking products to the feeling of well-being, going beyond practical function, is a strategic path to engage and inspire this audience.

Source: Winnin.AI. Relevance (in terms of engagement) of the topics in the last 3 years. All genres and ages. World.

4 – Does football have a gender? Not anymore!: Women have been gaining increasing space and engagement in the football universe. Female creators stand out with authentic narratives, from stadium culture to tactical analysis and behind-the-scenes of the sport. The female audience is also growing in different football niches, showing that passion for the game goes far beyond stereotypes. This movement reflects a generational change, with Gen Alpha consolidating a more diverse and inclusive football.

This is a territory in full transformation, and brands that recognize this change have the chance to connect genuinely with an increasingly engaged audience. Supporting female content creators and players not only strengthens women's empowerment in sports but also positions the brand as modern and inclusive. By embracing this evolution, brands connect with engaged female fans and inspire new generations to be part of this universe.

Source: Winnin.AI. Audience of the topics in the last 3 years. All genres and ages. Brazil.

5 – What is the new “face” of Brazilian entrepreneurship?: Female entrepreneurship has been gaining more and more space, especially in the universe of finance. Women are transforming the market by sharing challenges and achievements, inspiring others to follow similar paths. By supporting this movement, financial services brands and investment products can highlight real stories, helping to demystify the financial universe and make it more accessible to other women.

Investing in communities of female entrepreneurs not only generates engagement but also strengthens brand loyalty. Whether through in-person events or digital spaces, creating an environment that facilitates exchanges and professional connections is an opportunity for brands that want to encourage female empowerment in the sector.

Source: Winnin.AI. Engagement versus views of the topics in the last 3 years. All genres and ages. Brazil.

With a close eye on data, the first edition of Winnin NOW showed that the success of brands is directly linked to their ability to understand and integrate into the narratives that are gaining strength in digital culture. 

“Winnin's technology allows us to analyze and understand consumer behavior with unprecedented scale and depth. With this, brands can create more relevant strategies by offering more personalized content that, in addition to strengthening the connection with the audience, accelerates business growth. These are behavioral data that help brands build loyal communities that identify with their values and become brand advocates,” emphasizes Gian Martinez, CEO of Winnin.