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 years.
Carried out by the university Cheers – which has an app used by 2 million students to access events – the survey gauges 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 a detail: the platform is used not only for entertainment but also to shape consumption, behavior, and influence, according to the study.
YouTube, on the other hand, remains relevant due to the culture of its use: it is the preferred platform for content with greater depth. The research also notes that the social network X, the former Twitter, despite its ups and downs, still finds its space in engaged niches.
BRANDS AND INFLUENCER MARKETING
The participants in 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 indicated, with the aim of bringing out those brands that are actually at the forefront of the new generations.
The diversity of brands was the main result. Giants and traditional ones, such as Nike and Adidas, in sports goods, stand out. 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 the fashion retail sector, Lojas Renner S.A., Shein, and Youcom stand out, “gaining significant space,” as the study points out. In entertainment, Netflix leads.
Those who think that youth do not care about financial matters are mistaken. 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, a real alignment with the values and aspirations of the young audience. They seek brands that represent and inspire them in their daily lives,” evaluates Cheers’ founder and CEO, Gabriel Russo.
