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 of a survey conducted with university students from three regions of Brazil, aged between 18 and 23.
Conducted by the universitech Cheers — which has an app used by 2 million students to access events — the research measures the habits and consumption of digital media among these young people.
The survey shows, for example, that Instagram is used daily by 95% of respondents. But TikTok also figures prominently, with daily use by 75% of young people, with one important detail: the network is used not only for entertainment, but also to shape consumption, behavior, and influence, according to the study.
YouTube, in turn, maintains its relevance due to its usage culture: it is the preferred platform for more in-depth content. The research also notes that social network X, formerly Twitter, despite its ups and downs, still finds its place 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 was any specific segment indicated, with the aim of highlighting those brands that are truly top-of-mind for new generations.
The diversity of brands was the main result. Giants and traditional brands, such as Nike and Adidas, in the sporting goods sector, stand out in the lead. However, other categories were also present in the responses.
One of these categories is beauty and personal care. In this segment, the most cited were Wepink, Grupo Boticário, Natura, and Boca Rosa. In fashion retail, Lojas Renner SA, Shein, and Youcom stand out, "gaining significant market share," as the study emphasizes. In entertainment, Netflix leads.
Anyone who thinks that young people aren't concerned about their financial lives is mistaken. In fact, one of the brands most remembered by the survey participants comes precisely from the financial services sector: 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, a 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.
