On April 22, Big Brother Brasil 2025 came to an end with the victory of sister Renata Saldanha. Throughout the entire broadcast of the reality show, there were over 28 million social media posts about the program. Of the total mentions, 24 million, or 86%, were related to the participants. The data comes from monitoring by STILINGUE by Blip, a multichannel platform focused on 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 between January 13 and April 23 of this year, X was the preferred platform for internet users to discuss BBB, and the female audience interacted the most 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 interactions, respectively.
Regarding sensitive topics, this year the terms ‘racism,’ ‘sexism,’ ‘cancelation,’ ‘violence,’ and ‘politics’ were more prominent in debates, with 238,555 mentions in total, with ‘racism’ being the most discussed topic with 90,703 comments.
Brand presence
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, McDonald’s with 69,013, and Kwai with 68,509.
In the last week, from April 15 to 22, Chevrolet, McDonald’s, Kwai, Stone, and Betnacional were the most prominent brands. The vehicle manufacturer ranked first in volume after gifting sister Renata with a special edition S10 pickup truck for its 100th anniversary. The report also showed posts related to the final leader challenge, sponsored by Chevrolet, where users sparked controversy over the possible disqualification of participant Guilherme for wearing a thermal shirt.
Meanwhile, the fast-food chain McDonald’s gained many mentions with user engagement asking for ‘treats’ from Méqui. At the same time, internet users showed interest in purchasing the doll of participant Aline, who has also been the brand’s influencer. Kwai appeared in posts by polling users about who would win the final prize. The monitoring also found many users retweeting about participant Renata’s victory using Kwai’s hashtag.
“Each year, BBB reinforces its importance as an entertainment program that echoes significant topics generated from participant interactions inside the house. Companies, understanding the reach of the reality show, seized the moment to promote product marketing actions and increase brand presence. And for them to gain even more visibility and assertiveness, social listening is an excellent tool to map trends, key conversation topics, and audience needs on social channels,” says Menedjan Morgado, Insights Manager at Blip.
STILINGUE by Blip Methodology
For this 2025 edition of BBB, STILINGUE by Blip’s 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 counted in the ranking—unless they included context keywords in the post text.
After collection, posts were classified into over 200 themes, allowing detailed analysis of key topics such as attractions, themes, and mentioned brands. STILINGUE by Blip’s methodology aims to conduct comprehensive social listening by 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 there is also a count of unique users.
