The Havan department chain achieved the first position in terms of engagement volume on Instagram among national retail brands in the 2025 consolidated report. The data is part of a study carried out by Zeeng BR, a marketing platformbig dataeanalyticsfocused on the marketing market, which monitored the performance and interactions of the main companies in the sector throughout the year.
According to the analysis, the retailer's leadership is the result of a communication strategy that prioritizes proximity to the public, using colloquial language and content that encourages active participation from users, moving away from strictly corporate standards.
The “People Like Us” factor
For Luciano Hang, founder of the network, the metric reflects a deliberate brand management choice: adapting communication to the customer's tone of voice.
"Havan makes a point of talking to people, listening, responding, joking, motivating and also taking positions. We speak the same language as our audience and are present on all channels, because that's how real connection is created", says the businessman.
The brand's digital presence is supported by robust numbers. Havan's official Instagram profile goes beyond the user barrier.10 million followers. Furthermore, the figure of the founder himself acts as a catalyst for reach: Hang has around 8 million followers on his personal Instagram profile and is the most followed Brazilian businessman on LinkedIn, with more than 1 million connections.
Culture and Creative Freedom
The study indicates that success in engagement is not only due to investment in media, but to the authenticity of the content. The company's marketing team has the freedom to create pieces that mix humor and routine, aligned with the organizational culture built over 40 years and present in the chain's more than 180 physical stores.
"When someone comments, shares or identifies with content, it's because they feel part of the brand. This has always been our goal: to bring people closer, to include them, to make people feel that Havan is theirs too", concludes Hang.
