Winnin, a platform that uses proprietary AI to map cultural trends from online video consumption, held the 1st edition of Winnin NOW in São Paulo. The event explored how video consumption patterns can transform into powerful strategic insights for the future of brands.
During the meeting, Gian Martinez, co-founder and CEO of Winnin, shared valuable insights on how attention and engagement data analysis can help companies become more relevant. Below are the 5 main paradigms from Winnin’s mapping:
1 – The power of culture Glocal: brands that operate only locally may miss opportunities in an increasingly connected world. Those that balance a global vision with local adaptations gain an advantage, strengthening ties with their audience and attracting new consumers.
The rise of South Korean culture exemplifies this movement. K-pop, K-dramas, K-beauty, and K-food have crossed borders and become global references, impacting various industries. Brands can explore this universe through co-creations and activations inspired by the Korean lifestyle, increasing innovation and desire.
The “K” goes beyond labels, connecting fashion, beauty, music, gastronomy, and entertainment. This fusion of international trends and local identities allows brands to expand their reach authentically, turning products into global cultural phenomena.
Source: Winnin AI. Relevance (in terms of engagement) of the top cinema exponents in the last 12 months in Brazil, all genres and ages.
2 – Fit is Fun: The fitness world, once focused on performance and aesthetics, now embraces humor. Gyms have become stages for light and shareable content, where laughing at workout struggles and awkward attempts at new exercises is part of the experience—driven by platforms like TikTok and Instagram Reels.
For brands, this trend represents a great opportunity. Humor creates identification, strengthens communities, and stimulates natural conversations. By exploring this universe with campaigns and collaborations that mix fitness + entertainment, brands can generate more engagement and connect with the audience authentically and spontaneously. After all, in today’s fitness world, laughter is also part of the workout.
Source: Winnin AI. Relevance (in terms of engagement) of the top gym-related niches in the last 12 months in Brazil, all genres and ages.
3 – Is cleaning just a boring chore?: cleaning and tidying have gone from being mere adult obligations to becoming a rising content niche. Videos of organization, deep cleaning e before & after have gained space on social media, combining visual satisfaction, useful tips, and a therapeutic effect. More than a task, cleaning has become a new “me-time”, where routines are romanticized and household chores are transformed into moments of pleasure.
This trend represents a great opportunity for brands. Cleaning content is relaxing and engages a diverse audience, from young people seeking organization to families and decoration lovers. Linking products to the sense of well-being, going beyond practical function, is a strategic way to engage and inspire this audience.
Source: Winnin.AI. Relevance (in terms of engagement) of themes in the last 3 years. All genres and ages. World.
4 – Does football have a gender? Not anymore!: women have been gaining more space and engagement in the football universe. Female creators stand out with authentic narratives, from stadium culture to tactical analyses and behind-the-scenes of the sport. The female audience is also growing in different football niches, showing that passion for the game goes far beyond stereotypes. This movement reflects a generational shift, with Gen Alpha consolidating a more diverse and inclusive football.
This is a territory in full transformation, and brands that recognize this change have the chance to connect genuinely with an increasingly engaged audience. Supporting content creators and players not only strengthens female empowerment in sports but also positions the brand as modern and inclusive. By embracing this evolution, brands connect with engaged fans and inspire new generations to be part of this universe.
Source: Winnin.AI. Audience of themes in the last 3 years. All genres and ages. Brazil.
5 – What is the new ‘face’ of Brazilian entrepreneurship?: female entrepreneurship has been gaining more space, especially in the financial world. Women are transforming the market by sharing challenges and achievements, inspiring others to tread similar paths. By supporting this movement, financial services and investment product brands can highlight real stories, helping demystify the financial world and making it more accessible to other women.
Investing in communities of female entrepreneurs not only generates engagement but also strengthens brand loyalty. Whether through in-person events or digital spaces, creating an environment that facilitates exchanges and professional connections is an opportunity for brands that want to encourage female empowerment in the sector.
Source: Winnin.AI. Engagement vs. views of themes in the last 3 years. All genres and ages. Brazil.
With a close eye on data, the 1st edition of Winnin NOW showed that brands’ success is directly linked to their ability to understand and integrate with the narratives gaining strength in digital culture.
“Winnin’s technology allows analyzing and understanding consumer behavior with unprecedented scale and depth. With this, brands can create more relevant strategies by offering more personalized content that, in addition to strengthening the connection with the audience, accelerates business growth. These are behavioral data that help brands build loyal communities, identify with their values, and become brand advocates,” emphasizes Gian Martinez, CEO of Winnin.
