In 100 days of programming, BBB25 generated more than 28 million conversations on social networks

On April 22, Big Brother Brasil 2025 came to an end with the victory of the Sister Renata Saldanha. Throughout the reality screening, there were more than 28 million publications on the program on social networks.  Of the total number of mentions, 24 million of them, that is, 86%, were related to the participants. The data are from the monitoring of Silingue by Blip, a multi-channel platform aimed at creating better digital experiences between brands and consumers, through social listening and the potential of artificial intelligence. 

The survey, which considers the 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 favorite media for internet users to talk about the BBB and the female audience was the one who most interacted on social channels.

Among the participants, Vitória Strada, Aline Patriarca, Renata Saldanha, Diogo Almeida and Vinícius Nascimento were the most talked about on social networks throughout reality. The brothers represented 12.84%, 11.16%, 10.64%, 7,011TP3 t and 6,69% of interactions, respectively. 

On sensitive topics, this year the terms “racism”, “machismo”, “cancellation”, “violence” and “politics” had more relevance in debates with 238,555 mentions in total, with “racism” being the most talked about item with 90,703 comments. 

presence of brands  

Regarding the brands, Ifood, Stone, Chevrolet, McDonald's and Kwai appeared in the top 5 of the most mentioned companies during the 100 days of BBB25. Ifood with 98,982 comments, Stone with 81,073, Chevrolet with 79,076, Mc Donald's with 69,013 and Kwai with 68,509. 

Last week, from April 15th to 22nd, Chevrolet, McDonald's, Kwai, Stone and BetNacional were the most prominent brands. The vehicle manufacturer took first place in the volumetry, after giving its Sister Renata a 100-year special edition. The report also showed publications related to the last test of the leader, sponsored by Chevrolet, where users raised controversy around the possible disqualification of the participant Guilherme, who wore a thermal blouse.

The Fast Food McDonald’s net earned many mentions with the engagement of users wanting “treats” from Méqui. At the same time, netizens showed interest in acquiring the doll from participant Aline, who has also been the influencer of the brand. Kwai was in the publications by making polls with users about who would take the final prize. Monitoring also found many netizens doing RT's (Retwitts) about the victory of participant Renata, using the Kwai hashtag. 

“ Each year, the BBB reinforces its importance as an entertainment program that resonates with important guidelines generated from the interaction of the participants within the house. Companies, on the other hand, understanding the scope of reality, took advantage of the moment to promote product marketing actions and increase the presence of a brand. And, for them to have more and more visibility and assertiveness, Social Listening is an excellent tool to map trends, the main subjects of the conversations and needs of the public that is on social channels”, says Menedjan Morgado, insight manager at Blip. 

Methodology STILINGUE by Blip

In this 2025 edition of the BBB, the methodology of Stilingue by Blip collected organic publications, respecting the platforms APIs, using context keywords related to the program, such as BBB and “BBB25” and their variables. Mentions to brands through campaign hashtags, such as #MarcaNoBBB, were not counted in the ranking – except if they had context keywords in the publication text. 

After the collection, the publications were classified into more than 200 themes, which allowed a detailed analysis of the main subjects, such as attractions, themes and brands mentioned. The Stilingue by Blip methodology aims to make a comprehensive social listening, monitoring channels such as 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 the number of unique users counting.