THEmarketing digital is on an accelerated transformation journey, and this year, as well as the coming ones, brings a horizon full of new opportunities and challenges for entrepreneurs. As technologies evolve, the need for constant adaptation becomes even more evident. According to data from Statista, Brazil projects an annual growth of 10% over the next three years, especially in the digital advertising and interactive content segment.

Still, with 94% of companies choosing digital marketing as their growth strategy, according to the Digital Marketing and Sales Maturity in Brazil survey, entrepreneurs need to stay alert to upcoming trends to stand out.One of them is thepersonalization. With the use of increasingly sophisticated artificial intelligence (AI), organizations will have the ability to offer unique experiences that are fully adapted to the needs and preferences of consumers.

The era of mass marketing is coming to an end, giving way to a model where each interaction is designed to create a deeper and more meaningful connection. "For entrepreneurs, this means that investing in automation and data analysis tools will be crucial to ensure more effective and assertive communication," he comments.Danilo Mazuquin, marketing specialist for over a decade and CEO of Mazukim.

With thecommunity marketingAs one of the most powerful strategies in the coming years, since the new consumer profile is no longer just looking for products or services but for experiences that provide a sense of belonging, brands that can create and nurture authentic communities around values will be ahead. "This translates to genuinely engaging with the audience, creating transformative experiences. The closer, the better," defines the specialist.

The evolution ofinteractive contentIt will also be a milestone in digital marketing in the coming years. "Immersive experiences, such as live broadcasts, short videos, and even the metaverse, are becoming essential to attract attention and engage the audience," says Mazuquin.The latest Global Consumer Insights Pulse Survey stated that 34% of consumers in Brazil are attracted to immersive digital experiences.

Furthermore, according to Descarbonize Soluções, 7 out of 10 Brazilians prefer to buy from companies withenvironmental commitmentThis survey highlights another important factor: the demand for good practices. The younger generations are increasingly attentive to companies' attitudes regarding ethics and sustainability, reflects the CEO. "Adopting transparent practices is not an option for those who own their own business, but a strategic necessity to attract and retain customers, especially the new generations."

In any case, the specialist emphasizes that defining the tips as permanent is not an option. For him, thecontinuous adaptationand speed will be the key to success. Digital marketing is a dynamic field, and entrepreneurs will need a mindset of continuous learning. Investing in training and always being open to experimentation and new tools will be essential for those who want to stand out in this competitive landscape, he concludes.

With the growing interest in short videos, Instagram and TikTok have become essential platforms for brands and content creators. Short videos have dominated social media, capturing users' attention quickly and directly, but the main question for marketers and brands is: what is the most effective format for each platform?

In this article, developed by the agency's team of expertsAlmostThe best content formats for Instagram and TikTok will be explored, along with their specifics and the results they can provide. It will also be analyzed from short videos to collaborative content, citing real brand examples and industry insights. Check it out

The explosion of short videos: why do they work?

The popularity of short videos is due to the fact that they cater to modern user behavior: fast, visual, and highly connected. According to a study byHubSpotShort videos have a retention rate of 52%, much higher than longer content. These numbers highlight the importance of mastering the formats for these platforms, especially for those seeking to increase engagement and brand visibility.

Short videos allow you to quickly capture attention, keep the audience engaged and curious. This is the secret to success on social media. Bruna Cestini, Head of Content and Concept at Amper.

Content formats for Instagram

1. Reels: O formato revolucionário

Launched as a response to TikTok, Instagram Reels have become the platform's biggest bet to compete in the short video market. With a duration of up to 90 seconds, these videos can be filled with music, effects, and exclusive Instagram filters, allowing for versatile and interactive content creation.

Brazilian example: O Boticário brand uses Reels to promote new products and beauty tutorials. With a practical and quick approach, the brand manages to engage its audience with tips and launches, reaching an average of 500,000 views per Reel.

2. Carrossel: Conteúdo em série com alto valor educativo

Although they are not videos, carousels remain one of the most effective formats for Instagram, especially in educational strategies. The format allows for in-depth exploration of topics through a series of images or charts that can be swiped, creating an interactive experience that keeps the user engaged.

International case study: HubSpot, a leader in digital marketing, uses carousels to share market statistics and marketing tips. This format provides the audience with valuable insights in a single post, making sharing easier and increasing the content's save rate.

Content Formats for TikTok

1. Challenges and Trends: The Power of Viral Culture

TikTok is driven by challenges and trends that quickly gain traction. Brands that adopt these trends are able to connect with the young audience in a fun and authentic way. Dance challenges, lip-syncs, and even participatory memes are great opportunities for brands to stand out on the platform.

Brazilian Example: Fanta launched the challenge#Fantapodon the platform, encouraging users to create their own videos. The campaign generated over 20 million views, demonstrating how participation in trends can boost a brand's visibility.

2. Tutorials and “how-to” videos

Unlike Instagram, where carousels perform this function well, TikTok offers a space where quick tutorials gain great popularity. Videos lasting up to 3 minutes, teaching everything from makeup tricks to recipes, are widely popular. This type of content allows brands to educate their audience in a practical and visual way.

International Case Study: The North American brand CeraVe used tutorial formats to teach skincare. With simple and straightforward videos, the brand managed to increase its popularity among the young audience, mainly through influencers who recommended the products authentically.

Best Practices for Instagram and TikTok

1. Focus on the first few seconds

Studies show that user attention is captured within the first 3 seconds of a video. Brands should take this time to introduce the theme in an intriguing and visually appealing way.

2. Use subtitles and sound effects

On both TikTok and Reels, adding captions and sound effects keeps your audience engaged, even in situations where the audio is muted.

Instagram Reels vs. TikTok Videos

To choose the best format for each platform, it is essential to consider the audience profile and the objectives of each brand. While Instagram favors more curated and aesthetic content, TikTok is ideal for those seeking authenticity and virality.

Choosing the ideal format is the first step for brands aiming to gain visibility and engagement. With the use of short videos, the growth potential is immense, as long as the content is authentic and aligned with the brand's personality.

Have you heard that phrase: "Someone only got that job position because they have contacts?" The phrase that often sounds ironic reflects an increasingly current reality: networking has become an essential tool for professionals in all fields.

However, a lesser-known but equally powerful concept is gaining ground in the national market:netweaving. While both focus on creating and strengthening connections, their approaches differ significantly and can impact your career in complementary ways.

According to astudyCited by the Global Mentoring Group, a study conducted by Harvard Business School revealed that over 70% of job vacancies are filled through networking. These data highlight the importance of cultivating and maintaining strong professional relationships.

Meanwhile, in Brazil, networking is still underutilized. A survey of 650 executives, conducted by the Executive Content Development Institute (IDCE), revealed that many Brazilian professionals do not fully explore the potential of networking in their careers.

For Ana Tomazelli, psychoanalyst and President of the Institute for Research on Feminine Studies and Multiple Existences (Ipefem), the ability to build and cultivate strategic relationships has become an essential competitive differential. "Today, business opportunities come not only from innovation but from the people you connect with. Networking is the new asset for entrepreneurs," says Tomazelli.

Networking vs. netweaving: what are the differences?  

Networking is the process of building and maintaining professional relationships aimed at exchanging information, career opportunities, and growth in the market. He is frequently associated with corporate events, communities, fairs, conferences, and digital platforms such as LinkedIn.

The essence of networking is objective: to identify influential people in your field and position yourself as a relevant professional. However, to be effective, it requires a balance between sharing knowledge and showing genuine interest in others, which often occurs in a situation of need, such as losing a job. Who has never heard "I need to reactivate my network" during a difficult moment?

On the other hand, netweaving is a more subjective approach initially for establishing connections. "Here, the main focus is not on what you can gain, but on how you can serve others with what you have. It's about connecting people in a meaningful way, functioning as a network bridge, where you facilitate interactions that can benefit third parties," completes Ana.

In netweaving, reciprocity arises naturally. By promoting the growth of others and building relationships based on genuine empathy and generosity, you end up being remembered as a trustworthy and collaborative reference, as well as not being seen as a self-interested person—meaning only seeking others' help when you need it.

"Although different, the two tools do not need to have mutually exclusive approaches. On the contrary, they can work in synergy. Networking helps increase your visibility and access opportunities, while netweaving deepens relationships and creates a network supported by trust and future support," explains Tomazelli.  

For example, a professional can use networking to meet people at an event and then adopt netweaving by supporting these individuals in connecting with other contacts who can add value to their careers. This combination balances focus on personal development with altruism, generating both immediate and long-term benefits.

How can networking and netweaving be used and implemented in your career?

To implement networking, start by participating in events, communities, and engaging on platforms like LinkedIn. Identify people who share similar professional interests and keep in regular contact with them. Practice your personal presentation to make a good impression and show genuine interest in others' achievements and challenges.

In the case of netweaving, seek opportunities to be helpful to your network of contacts. This may include introducing two colleagues who could benefit from a mutual connection or sharing useful tips and resources. Show empathy and be willing to collaborate voluntarily, which can create a cycle of reciprocity and strengthen your position as a trustworthy and supportive professional.

"Combining these practices into your routine not only increases your chances of career advancement but also promotes a more collaborative community, where relationships are built on trust and collective growth," emphasizes Ana.  

While networking opens doors, netweaving strengthens the foundations of these connections. Incorporating both practices into your professional daily routine not only increases your chances of success but also contributes to a more collaborative and humane work environment. After all, in the business world, it is relationships that build the foundations for sustainable growth.

The year 2024 pleasantly surprised with the opening of 4 million micro and small businesses in the country, a 10% increase compared to the previous year, according to Sebrae data. To meet this dense demand in Brazil, it is necessary to find allies who drive the business and facilitate daily life to focus on what truly matters.

It was with this in mind that thevhSys, specialized in business management software aimed at micro and small entrepreneurs. She is part of the StoneCo ecosystem, a partnership that began in 2019 with the integration of products aimed at the physical world, online, and banking. Since then, Stone has made investments that provided not only financial resources but also expertise and strategic support, helping tovhsys to position itself as a national reference in business administration systems.

In 2024, the vhSys gained prominence by actively participating in the adoption of the national invoice standard in over a thousand municipalities, standing out as the software with the highest number of approved cities for NFS-e. "The complexity of Brazilian tax legislation, combined with detailed accounting requirements, can be a major obstacle for small and micro-entrepreneurs, who often do not have a dedicated team to handle these tasks. Our tool is here to make the entrepreneur's management easier," explains Luan Stocco, CTO and founder of thevhsys.

With its "One Stop Shop" platform, the company also ensured a complete range of solutions, including financial, sales, and inventory control, accessible both through the mobile app and the cloud desktop system. In the last year, the system recorded over 14 million sales and generated a total revenue of 30 billion for the clients.

Founded 13 years ago,vhSys started as a software company focused on management services for businesses, and today it is a well-established reference in electronic invoice issuance (NF-e), in addition to establishing itself as a fintech and offering the system as a white-label solution. A vhSys is recognized for its technology that simplifies business routines, eliminates bureaucracy, and provides a smoother management experience.

The company also offers a POS system, report management, and a corporate account, with the convenience of having information in the cloud, accessible via mobile or desktop."Ten years later, seeing that we have been able to reach entrepreneurs in hundreds of cities is, at the same time, challenging and rewarding. The idea is to keep moving forward, always delivering a quality service that makes people's lives easier," adds Luan.