Winnin, a platform that uses proprietary AI to map cultural trends based on video consumption on the internet, held the 1st edition of theWinnin NOW. The event explored how video consumption patterns can be transformed 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 of this mapping done by Winnin:
1 – The power of cultureGlocal: 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 broke down borders and became global references, impacting various industries. Brands can explore this universe through co-creations and activations inspired by 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, transforming products into global cultural phenomena.
Source:Winning AI. Relevance (in terms of engagement) of the main major cinema figures in the last 12 months in Brazil, across all genres and ages.
2 – Fit is Fun:The fitness universe, previously focused on performance and aesthetics, now also embraces humor. Gyms have become stages for light and shareable content, where laughing at the struggles of weightlifting and awkward attempts at new exercises are now 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. When exploring this universe with campaigns and collaborations that mixfitness + entertainment, brands can generate more engagement and connect with the audience in an authentic and spontaneous way. After all, in today's fitness world, laughing is also part of the workout.
Source:Winning AI. Relevance (in terms of engagement) of the main niches related to fitness in the last 12 months in Brazil, across all genders and ages.
Is cleaning just a boring obligation?Cleaning and tidying up have ceased to be just obligations of adult life and have become a rising content niche. Videos oforganization, deep cleaningand before & afterThey 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 contents arerelaxingand they involve a diverse audience, from young people seeking organization to families and decoration enthusiasts. Link products tofeeling of well-being, going beyond the practical function, is a strategic way to engage and inspire this audience.
Source: Winnin.AI. Relevance (in terms of engagement) of the topics in the last 3 years. All genders and ages. World.
Does football have gender? No more!Women have been gaining more space and engagement in the world of football. Female creators stand out with authentic narratives, from stadium culture to tactical analyses and behind-the-scenes of sports. The female audience is also growing in different football niches, showing that the passion for the game goes far beyond stereotypes. This movement reflects a generational change, with theGen Alphaconsolidating 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 female gamers not only strengthens women's 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 the topics in the last 3 years. All genders and ages. Brazil.
5 – What is the new "face" of Brazilian entrepreneurship?: female entrepreneurship has been gaining more and more space, especially in the world of finance. Women are transforming the market by sharing challenges and achievements, inspiring others to follow similar paths. By supporting this movement, financial service brands and investment products can highlight real stories, helping to demystify the financial universe and make it more accessible to other women.
Investing in women entrepreneurs' communities 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 promote female empowerment in the sector.
Source: Winnin.AI. Engagement versus views of the topics in the last 3 years. All genders and ages. Brazil.
With a keen eye on data, the first edition of Winnin NOW showed that the success of brands is directly linked to their ability to understand and integrate into the narratives that are gaining momentum in digital culture.
“Winnin’s technology allows us to analyze and understand consumer behavior on an unprecedented scale and in depth. This allows brands to create more relevant strategies by offering more personalized content that, in addition to strengthening connections with their audience, accelerates the growth of their business. This behavioral data helps brands build loyal communities that identify with their values and become brand advocates,” he emphasizes.Gian Martinez, CEO and Winnin.
