On April 22nd, the Big Brother Brasil 2025 came to an end with the victory of sister Renata Saldanha. Throughout the entire reality show, there were over 28 million social media posts about the program. Out of all the mentions, 24 million of them, which is 86%, were related to the participants. The data is from the monitoring by STILINGUE by Blip, a multichannel platform aimed at creating better digital experiences between brands and consumers through social listening and the potential of artificial intelligence.
The survey, which considers conversations on X (Twitter), Facebook, Instagram, blogs, portals, BlueSky, Forums, and YouTube, also indicates that from January 13th to April 23rd of this year, X was the preferred medium for internet users to talk about BBB, and the female audience was the most interactive on social channels.
Among the participants, Vitória Strada, Aline Patriarca, Renata Saldanha, Diogo Almeida, and Vinícius Nascimento were the most talked about on social media throughout the reality show. The brothers represented 12.84%, 11.16%, 10.64%, 7.01%, and 6.69% of the interactions, respectively.
Regarding sensitive topics, this year terms like ‘racism’, ‘sexism’, ‘cancellation’, ‘violence’, and ‘politics’ had more relevance in discussions with a total of 238,555 mentions, with ‘racism’ being the most discussed item with 90,703 comments.
Presence of brands
Regarding brands, iFood, Stone, Chevrolet, McDonald’s, and Kwai appeared in the top 5 most mentioned companies during the 100 days of BBB25. iFood with 98,982 comments, Stone with 81,073, Chevrolet with 79,076, Mc Donald’s with 69,013, and Kwai with 68,509.
Last week, from April 15th to 22nd, Chevrolet, McDonald’s, Kwai, Stone, and Betnacional were the brands with the most prominence. The vehicle manufacturer ranked first in volume after gifting the housemate Renata with a special edition 100th-anniversary S10 pickup truck. The report also showed posts related to the last leader’s test, sponsored by Chevrolet, where users raised controversies around the possible disqualification of the participant Guilherme, who wore a thermal shirt.
Meanwhile, the fast-food chain McDonald’s gained a lot of mentions with user engagement wanting ‘goodies’ from the ‘Méqui’. At the same time, internet users showed interest in acquiring the doll of participant Aline, who has also been the brand influencer. Kwai appeared in posts by conducting polls with users about who would win the final prize. The monitoring also found many internet users retweeting about the victory of participant Renata, using the Kwai hashtag.
STILINGUE by Blip Methodology
In this 2025 edition of BBB, the STILINGUE by Blip methodology collected organic posts, respecting platform APIs, using context-related keywords such as BBB and “bbb25” and their variations. Mentions of brands through campaign hashtags, like #MarcaNoBBB, were not included in the ranking – unless they had context keywords in the post text.
After collection, the posts were classified into over 200 themes, allowing for a detailed analysis of key subjects, such as attractions, themes, and mentioned brands. The STILINGUE by Blip methodology aims to conduct comprehensive social listening, monitoring channels like X (Twitter), Facebook, Instagram, blogs, portals, BlueSky, Forums, Reclame Aqui, and YouTube. The rankings we present reflect the volume of mentions associated with the event and also include the count of unique users.
