The Havan department store chain achieved the top position in engagement volume on Instagram among national retail brands in the 2025 consolidated ranking. This data is part of a study conducted by Zeeng BR, a platform big data and analytics focused on the marketing market, which monitored the performance and interactions of leading companies in the sector throughout the year.
According to the analysis, the retailer's leadership results from a communication strategy that prioritizes closeness with the public, using colloquial language and content that encourages active user participation, moving away from a strictly corporate standard.
The “People Like Us” Factor”
For Luciano Hang, founder of the chain, this metric reflects a deliberate brand management choice: adapting communication to the customer's tone of voice.
“Havan makes a point of talking with people, listening, responding, joking, motivating, and also taking positions. We speak the same language as our audience and are present on all channels, because that's how you create a real connection,” states the entrepreneur.
The brand's digital presence is supported by robust numbers. Havan's official Instagram profile surpasses the 10 million followers. mark. Furthermore, the figure of the founder himself acts as a reach catalyst: Hang accumulates around 8 million followers on his personal Instagram profile and is the most followed Brazilian entrepreneur on LinkedIn, with over 1 million connections.
Culture and Creative Freedom
The study indicates that the success in engagement is not solely due to media investment, but to the authenticity of the content. The company's marketing team has the freedom to create pieces that blend humor and daily life, aligned with the organizational culture built over 40 years and present in the chain's more than 180 physical stores.
“When someone comments, shares, or identifies with content, it's because they feel part of the brand. That has always been our goal: to bring closer, include, and make people feel that Havan is also theirs,” concludes Hang.
