Instagram remains the most used social network, but it doesn’t reign alone. Sports, fashion, beauty, and even financial services brands are among the favorites. These are some of the findings from a survey conducted with university students from three regions of Brazil, aged between 18 and 23.
Conducted by university tech Cheers — which has an app used by 2 million students to access events — the survey maps digital media habits and consumption among these young people.
The study shows, for example, that Instagram is used daily by 95% of respondents. But TikTok also stands out, with daily use by 75% of young people, with one detail: the platform is used not only for entertainment but also to shape consumption, behavior, and influence, according to the study.
YouTube, in turn, maintains relevance due to its usage culture: it’s the preferred platform for deeper content. The research also notes that social network X, formerly Twitter, despite its ups and downs, still finds its space 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 or segments were given, with the aim of uncovering the brands that are truly top-of-mind for younger generations.
The diversity of brands was the main result. Giants and traditional names, such as Nike and Adidas in sports, lead the way. However, other categories were also present in the responses.
One of these categories is beauty and personal care. The most mentioned brands in this segment were Wepink, Grupo Boticário, Natura, and Boca Rosa. In fashion retail, Lojas Renner S.A., Shein, and Youcom stand out, ‘gaining significant ground,’ as highlighted in the study. In entertainment, Netflix leads.
Those who think young people don’t care about their financial lives are mistaken. In fact, one of the most remembered brands by the surveyed audience comes precisely from financial services: 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, real alignment with the values and aspirations of young audiences. They look for brands that represent and inspire them in daily life,’ said Gabriel Russo, founder and CEO of Cheers.
