Brazil stands out worldwide for the time itscitizens spend online — on average, 9 hours and 13 minutes per day, according to the "Digital Report 2024: 5 billion social media users," by We Are Social and Meltwater. The country is just a few minutes behind South Africa, at 9:24.
The Data Report 2024 Brazil, also from 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%) make up the podium of the most used platforms. TikTok is a bit 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 that appear in the study as the most accessed.
This time spent on social media, such as WhatsApp, Instagram, and Facebook, highlights the importance of this digital environment for consumption. The "Data Report 2024 Brazil" indicates that 74% of users search for products and services on social media, and 54% state that following a brand directly influences their purchasing decisions.
Thus, social networks are not just connection platforms, 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 atNowa Creative Marketing, being seen is not enough for a company; it needs to be remembered and ultimately chosen. They highlight that “social networks can have a great influence on the consumer’s purchasing decision”, but, for this, a well-elaborated strategy is necessary.
To stand out, Kalinoski and Kodama identifythree fundamental pillars: efficient management of digital media, strong branding and production of audiovisual content.Management includes profile optimization, content creation, and performance analysis. Brand awareness helps establish a solid identity, while audiovisual content, which generates high engagement, is essential to capture the audience's attention.
"These pillars not only increase visibility but also build the brand's reputation and authority, significantly impacting the consumer's purchasing decision," state the experts. In today's competitive digital universe, a strategic online presence is the key for brands to stand out and thrive, creating a presence that not only informs but also engages and inspires.
Engagement, in turn, is established as a relationship of trust and empathy. It manifests when users interact with the brand through likes, comments, and responses, representing a significant engagement between the brand and the consumer.
Videos, in particular, deserve special mention in this context. 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 by offering visual content that attracts the audience.
“Studies indicate that videos not only generate more engagement, but also improve information retention, becoming a powerful tool for marketing and communication,” the consultants highlight.
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 engage with their audiences," says Aline. An example of this is the full-screen vertical video format (9:16), which is especially attractive to users accessing content via smartphones.
And the result is worth it:80% of companies manage to be remembered in the first year of operation on social networks (Social Media Examiner).
