Instagram remains the most used social network, but it doesn't reign supreme. Sports, fashion, beauty, and even financial services brands are among the favorites. These are some of the findings of a survey of college students from three regions of Brazil, aged 18 to 23.
Conducted by the university Cheers — which has an app used by 2 million students to access events — the survey measures the habits and consumption of digital media among these young people.
The survey shows, for example, that Instagram is used daily by 95% of respondents. But TikTok also figures prominently, with daily use by 75% of young people, with one caveat: the network is used not only for entertainment, but also to shape consumption, behavior, and influence, according to the study.
YouTube, in turn, remains relevant due to its user culture: it's the preferred platform for more in-depth content. The survey also notes that social network X, formerly Twitter, despite its ups and downs, still finds its place in engaged niches.
BRANDS AND INFLUENCER MARKETING
Participants in the Cheers study were asked the following question: "Which brands do you follow on social media that represent or inspire you?" No examples were given, nor were any segments identified, with the goal of highlighting those brands that truly resonate with younger generations.
Brand diversity was the main result. Giant and traditional brands like Nike and Adidas, which specialize in sporting goods, are the frontrunners. However, other categories were also present in the responses.
One such category is beauty and personal care. In this segment, the most cited brands were Wepink, Grupo Boticário, Natura, and Boca Rosa. In fashion retail, Lojas Renner SA, Shein, and Youcom stand out, "gaining significant market share," as the study highlights. In entertainment, Netflix leads.
Anyone who thinks young people don't care about their finances is mistaken. So much so that one of the brands most remembered by the survey's audience comes from a financial services company: Nubank.
"What do these brands have in common? It's not just the product, but the ability to deliver quality, innovation, authenticity, and, above all, a true alignment with the values and aspirations of young people. They seek brands that represent and inspire them in their daily lives," says Gabriel Russo, founder and CEO of Cheers.
