Brazilians spend 9 hours per day on social media, research says.

Brazil stands out globally for the amount of time its citizens spend online—an average of 9 hours and 13 minutes per day, according to the "Digital 2024: 5 billion social media users" report by We Are Social and Meltwater. The country is just a few minutes behind South Africa, which averages 9 hours and 24 minutes.

Meanwhile, the Data Report 2024 Brazil, also by We Are Social and Meltwater, which covers users aged 16 to 64, indicates that WhatsApp (with 93.4% reach), Instagram (91.2%), and Facebook (83.3%) form the podium of the most used platforms. TikTok follows slightly behind, with 65.1%.

In turn, the latest edition of Comscore's "Social Media Trends" analysis (2023) ranks Brazil as the third-largest consumer of digital social networks worldwide. YouTube, with a reach of 96.4%; Facebook (85.1%); and Instagram (81.4%) are the networks identified in the study as the most accessed.

This time invested in social networks, such as WhatsApp, Instagram, and Facebook, highlights the relevance of this digital environment for consumption. The "Data Report 2024 Brazil" points out that 74% of users search for products and services on social networks, and 54% state that following a brand directly influences their purchasing decisions.

Thus, social networks are not just platforms for connection but are fundamental in the consumer's life, shaping their purchasing decisions and influencing their preferences. In other words, for companies, being visible in this digital environment is no longer an option but a necessity. However, amidst a sea of profiles and content, the real question is: how to stand out?

For consultants Aline Kalinoski and Paula Kodama, partners at Nowa Creative Marketing, being seen is not enough for a company; it must be remembered and, ultimately, chosen. They emphasize that "social networks can have a significant influence on consumer purchasing decisions," but this requires a well-crafted strategy.

To stand out, Kalinoski and Kodama identify three fundamental pillars: efficient management of digital media, strong branding, and audiovisual content production. Management includes profile optimization, content creation, and performance analysis. Brand awareness (increasing brand visibility) helps establish a solid identity, while audiovisual content, which generates high engagement, is essential for capturing audience attention.

"These pillars not only increase visibility but also build the brand's reputation and authority, considerably impacting consumer purchasing decisions," state the experts. In today's competitive digital universe, a strategic online presence is key for brands to stand out and thrive, creating a presence that not only informs but also engages and inspires.

Engagement, in turn, establishes itself as a relationship of trust and empathy. It manifests when users interact with the brand through likes, comments, and responses, representing meaningful involvement between the brand and the consumer.

Videos, in particular, deserve emphasis in this scenario. Audiovisual has become the preferred format for several reasons, including its ability to quickly capture attention and convey information in a more engaging way. Platforms like YouTube, TikTok, and Instagram have further boosted this trend, offering visual content that attracts the audience.

"Studies indicate that videos not only generate more engagement but also improve information retention, making them a powerful tool for marketing and communication," highlight the consultants.

According to data from Cisco, in 2022, 82% of global internet traffic was generated by videos. "We recommend that our clients invest in this communication format, as it is a highly effective way to reach and interact with their audiences," says Aline. An example of this is the vertical full-screen video format (9:16), which proves especially attractive to users accessing content via smartphones.

And the result is worth it: 80% of companies manage to be remembered within the first year of operating on social networks (Social Media Examiner).