On the last April 22, Big Brother Brasil 2025 has ended with sister Renata Saldanha's victory. Throughout the entire broadcast of the reality, there were more than 28 million posts about the program on social media.Of total mentions, 24 million of them, that is 86%, they were related to the participants.The data is from the monitoring of STILINGUE by Blip, multichannel platform aimed at creating better digital experiences between brands and consumers, through social listening and the potential of artificial intelligence.
The survey, what considers 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 preferred media for internet users to talk about BBB and the female audience was the one that interacted the most on social channels
Among the participants,Victoria Strada, Aline Patriarca, Renata Saldanha, Diogo Almeida and Vinícius Nascimento were the most talked about on social media throughout the reality show. The brothers represented 12,84%, 11,16%, 10,64%, 7,01% and 6,69% of interactions, respectively.
About sensitive topics, this year the term "racism", "machismo", cancellation, "violence" and "politics" had greater relevance in the debates with 238.555 mentions in total, with "racism" being the most talked about item at 90.703 comments.
Presence of brands
Regarding the brands, iFood, Stone, Chevrolet, McDonald's and Kwai appeared in the top 5 most mentioned companies during the 100 days of BBB25. iFood with 98.982 comments, Stone with 81.073, Chevrolet with 79.076, McDonald's with 69.013 and Kwai with 68.509.
Last week, from April 15 to 22, Chevrolet, McDonald’s, Egg, Stone and Betnacional were the most prominent brands. The vehicle manufacturer ranked first in volume, after gifting sister Renata a 100th Anniversary Special Edition S10 pickup. The report also showed publications related to the last leader's test, sponsored by Chevrolet, where users raised controversies around the possible disqualification of participant Guilherme, that wore a thermal shirt
The fast food chain McDonald's received many mentions with user engagement wanting "treats" from Méqui. At the same time, internet users showed interest in acquiring the doll of participant Aline, who has also been the brand's influencer. Kwai was in the publications conducting polls with users about who would win the final prize. monitoring also found many internet users doing RTs (retweets) about participant Renata's victory, with the use of the Kwai hashtag.
"Every year, BBB reinforces its importance as an entertainment program that reflects important issues generated from the interaction of participants inside the house. The companies, understanding the scope of the reality, took advantage of the moment to promote product marketing actions and increase brand presence. AND, so that they have increasing visibility and accuracy, social listening is an excellent tool for mapping trends, the main topics of conversations and needs of the audience on social channels, affirms Menedjan Morgado, Insights Manager at Blip.
STILINGUE Methodology by Blip
In this 2025 edition of BBB, the STILINGUE by Blip methodology collected organic publications, respecting the platform APIs, using context-related keywords related to the program, how BBB and "bbb25" and their variables. Mentions of brands through campaign hashtags, how #BrandOnBBB, were not included in the ranking – unless they had contextual keywords in the publication text.
After collection, the publications were classified into more than 200 themes, which would allow a detailed analysis of the main topics, as attractions, themes and brands mentioned. The STILINGUE by Blip methodology aims to conduct comprehensive social listening, monitoring channels like 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 also include the count of unique users
