A Winning, platform that uses proprietary AI to map cultural trends based on video consumption on the internet,held in São Paulo the 1st edition of theWinnin NOW. The event explored how video consumption patterns can transform 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. Check below, 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 your audience and attracting new consumers
The rise of South Korean culture exemplifies this movement. K-pop, K-dramas, K-beauty and K-food have broken boundaries and become global references, impacting various industries. Brands can explore this universe through co-creations and activations inspired by the 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:Winnin AI. Relevance (in terms of engagement) of the main major figures in cinema in the last 12 months in Brazil, all genders and ages
2 – Fit is FunThe fitness universe, previously focused on performance and aesthetics, now also embraces humor. Gyms have become a stage for light and shareable content, where laughing at the struggles of weightlifting and the awkward attempts at new exercises is already part of the experience – driven by networks like TikTok and Instagram Reels
For the brands, this trend represents a great opportunity. Humor creates identification, strengthens communities and encourages 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 training
Source:Winnin AI. Relevance (in terms of engagement) of the main niches related to gyms in the last 12 months in Brazil, all genders and ages
3 – Cleaning is just a boring obligation?:cleaning and tidying have ceased to be merely obligations of adult life to become an emerging content niche. Videos oforganization, deep cleaningand before & aftergained space on social media, uniting visual satisfaction, useful tips and a therapeutic effect. More than a task, cleaning became a new“me-time”, where routines are romanticized and household chores are turned into moments of pleasure
This trend represents a great opportunity for brands. Cleaning contents arerelaxingand involve a diverse audience, of young people seeking organization for families and decoration lovers. Link products tofeeling of well-being, going beyond the practical function, it 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
4 – Football has gender? No more!:women have increasingly gained space and engagement in the world of football. Female creators stand out with authentic narratives, from the culture of the stands to tactical analyses and behind-the-scenes of the sport. The female audience is also growing in different niches of football, 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 see this change have the chance to connect genuinely with an increasingly engaged audience. Supporting content creators and gamers not only strengthens female 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 making it more accessible for other women
Investing in communities of entrepreneurs 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 for data, the 1st 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 strength in digital culture.
"Winnin's technology allows for analyzing and understanding consumer behavior with unprecedented scale and depth". With that, brands can create more relevant strategies by offering more personalized content than, in addition to strengthening the connection with the audience, accelerate the growth of your business. They are behavioral data that help brands build loyal communities, "who identify with its values and become brand advocates", highlightsGian Martinez, CEO of Winnin
