Instagram remains the most widely used social network, though it does not reign alone. Sports, fashion, beauty, and even financial services brands are among the favorites. These are some of the findings from a survey conducted with university students from three regions of Brazil, aged between 18 and 23.
Conducted by universitech Cheers—which operates an app used by 2 million students to access events—the research measures digital media habits and consumption among these young people.
The survey shows, for example, that Instagram is used daily by 95% of respondents. But TikTok also holds a prominent position, with daily use by 75% of young people, with one notable detail: according to the study, the platform is used not only for entertainment but also to shape consumption, behavior, and influence.
YouTube, in turn, maintains relevance due to its usage culture: it is the preferred platform for more in-depth content. The research also notes that social network X, formerly Twitter, despite its ups and downs, still finds its place in engaged niches.
BRANDS AND INFLUENCER MARKETING
Participants in the 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 were any segments suggested, aiming to allow those brands that are truly top-of-mind for new generations to emerge.
Brand diversity was the key result. Giants and traditional brands like Nike and Adidas in sportswear lead the way. However, other categories were also present in the responses.
One such category is beauty and personal care. In this segment, the most mentioned were Wepink, Grupo Boticário, Natura, and Boca Rosa. In fashion retail, Lojas Renner S.A., Shein, and Youcom stand out, “gaining significant space,” as highlighted by the study. In entertainment, Netflix leads.
Those who think young people are not concerned with financial life are mistaken. In fact, one of the most recalled 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 young audiences. They seek brands that represent and inspire them in their daily lives,” evaluates Gabriel Russo, founder and CEO of Cheers.
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