In 100 days of programming, BBB25 generated more than 28 million conversations on social networks

On April 22, Big Brother Brazil 2025 came to an end with the victory of sister Renata Saldanha. Throughout the entire exhibition of the reality, there were more than 28 million publications on the program on social networks. Of the total mentions, 24 million of them, ie 86%, were related to the participants. The data is from the monitoring of STILLUE by Blip, a multichannel platform aimed at creating better digital experiences between brands and consumers, through social listening and the potential of artificial intelligence. 

The survey, which considers the conversations on X (Twitter), Facebook, Instagram, blogs, portals, BlueSky, Forums and YouTube, also indicates that between January 13 to April 23 of this year X was the preferred media of Internet users to talk about the BBB and the female audience was the one who most interacted on social channels.

Among the participants, Vitoria Strada, Aline Patriarca, Renata Saldanha, Diogo Almeida and Vinicius Nascimento were the most commented on social networks throughout the reality. The brothers represented 12,84%, 11,16%, 10,64%, 7,01% and 6,69% of the interactions, respectively. 

On sensitive topics, this year the terms “racism”, “machismo”, “cancellation”, “violence” and “politics” had more relevance in the debates with 238,555 mentions in total, with “racism” being the most talked about item with 90,703 comments. 

Brand presence  

Regarding brands, iFood, Stone, Chevrolet, McDonald’s and Kwai appeared in the top 5 of most mentioned companies during the 100 days of BBB25. iFood with 98,982 reviews, Stone with 81,073, Chevrolet with 79,076, Mc Donald’s with 69,013 and Kwai with 68,509. 

Last week, from April 15 to 22, Chevrolet, McDonald’s, Kwai, Stone and Betnacional were the most prominent brands.The vehicle manufacturer ranked first in volumetry, after presenting sister Renata with a pickup S10 Special Edition 100 years. The report also showed publications related to the last race of the leader, sponsored by Chevrolet, where users raised controversy around the possible disqualification of participant Guilherme, who wore a thermal blouse.

Already the fast food chain McDonald’s has won many mentions with the engagement of users wanting “mimos” from Mequi. At the same time, netizens have shown interest in acquiring the doll of participant Aline, who has also been the influencer of the brand. Kwai was in the publications by doing polls with users about who would take the final prize. Monitoring also found many netizens doing RT’s (retwittes) on the victory of participant Renata, with the use of the hashtag of Kwai. 

“A each year, the BBB reinforces its importance as an entertainment program that reflects important guidelines generated from the interaction of participants within the house. Already companies understanding the reach of reality took advantage of the moment to promote product marketing actions and increase the presence of brand. And, so that they have more and more visibility and assertiveness, social listening is an excellent tool to map trends, the main topics of conversations and needs of the public that is in social channels”, says Menedjan Morgado, Insights Manager at Blip. 

Methodology STILINGUE by Blip

In this 2025 edition of the BBB, the methodology of STILINGUE by Blip collected organic publications, respecting the APIs of the platforms, using context keywords related to the program, such as BBB and “bb25”. The mentions of the brands through campaign hashtags, such as #MarcaNoBBB, were not counted in the ranking (except if they had context keywords in the text of the publication. 

After the collection, the publications were classified into more than 200 themes, which allowed a detailed analysis of the main subjects, such as attractions, themes and brands cited. The methodology of STILINGUE by Blip aims to make a comprehensive social listening, monitoring channels such as X (Twitter), Facebook, Instagram, blogs, portals, BlueSky, Forums, Complain Here and YouTube. The rankings we present reflect the volume of mentions associated with the event and there is also the accounting for the number of unique users.