A Winnin, a platform that uses proprietary AI to map cultural trends based on internet video consumption, reveals the 2024 ranking of the most engaged topics on major platforms in Brazil. According to Winnin's survey,Beauty and Cosmeticsled engagement in 2024, with an average of 1.07 million interactions per video, reaching its peak in April due to the influence of the "Asoka Makeup Trend."
Next, the theme is highlightedCelebrities and Influencerswhere gossip and updates about the lives of personalities like Virgínia, Hytalo Santos, and Viihtube reached an average of 1.05 million engagements per video. Another theme that stood out in the last year wasReligions and Esotericism,with an average of 926 thousand engagements per video, gaining a loyal audience, especially among young people aged 25 to 34.
The themeRelationshipsmaintained consistent engagement throughout the year, with an average of 842 thousand interactions. This performance reflects the ongoing public interest in topics such as love, friendship, and interpersonal connections, which always generate discussions and identification on social media.
Already thesoccer, the national passion, ranked fifth and last in engagement, with an average of 711 thousand interactions. YouTube stood out as the main platform for over 70% of the content created throughout the year, reinforcing its role as the favorite stage for discussions, analyses, and exciting moments in sports.
With real-time updated data and deep insights into audience preferences and behaviors, Winnin stands out as an essential tool for companies that are more relevant in culture. With over 600,000 mapped niches and real-time analyses, the platform provides valuable information that helps brands and companies adjust their marketing strategies according to the most relevant interests of the audience.
“The 2024 data shows that the cultural relevance of brands goes far beyond the obvious. Topics such as Beauty, Celebrities and Religion – which have also shown significant growth among younger audiences – led engagement because they connect directly with people’s passions and aspirations. Understanding these cultural dynamics is no longer optional; it is essential to create strategies that truly connect with people. The ability to map trends accurately, as we do at Winnin, allows brands to always be one step ahead in the digital conversation,” comments Pedro Drable, Head of Strategy at Winnin.
