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Winnin apresenta insights sobre cultura e comportamento de consumo para as marcas em 2025

E-Commerce Update
By E-Commerce Update

A Winnin, plataforma que usa IA proprietária para mapear tendências culturais a partir do consumo de vídeos na internet, realizou em São Paulo a 1ª edição do Winnin NOW. O evento explorou como os padrões de consumo de vídeo podem se transformar em poderosos insights estratégicos para o futuro das marcas.

Durante o encontro, Gian Martinez, cofundador e CEO da Winnin, compartilhou valiosos insights sobre como a análise de dados de atenção e engajamento podem ajudar empresas a se tornarem mais relevantes. Confira abaixo, os 5 principais paradigmas deste mapeamento feito pela Winnin:

1 – A potência da cultura Glocal: marcas que atuam apenas localmente podem perder oportunidades em um mundo cada vez mais conectado. Já aquelas que equilibram uma visão global com adaptações locais ganham vantagem, fortalecendo laços com seu público e atraindo novos consumidores.

A ascensão da cultura sul-coreana exemplifica esse movimento. K-pop, K-dramas, K-beauty e K-food romperam fronteiras e se tornaram referências globais, impactando diversas indústrias. Marcas podem explorar esse universo por meio de co-criações e ativações inspiradas no lifestyle coreano, aumentando inovação e desejo.

O “K” vai além de rótulos, conectando moda, beleza, música, gastronomia e entretenimento. Essa fusão entre tendências internacionais e identidades locais permite que marcas ampliem seu alcance de forma autêntica, transformando produtos em fenômenos culturais globais.

Source: Winnin AI. Relevância (em termos de engajamento) dos principais grandes expoentes do cinema nos últimos 12 meses no Brasil, todos os gêneros e idades.

2 – Fit é Fun: O universo fitness, antes focado em performance e estética, agora também abraça o humor. Academias se tornaram palco de conteúdos leves e compartilháveis, onde rir dos perrengues da musculação e das tentativas desajeitadas de novos exercícios já faz parte da experiência – impulsionado por redes como TikTok e Instagram Reels.

Para as marcas, essa tendência representa uma grande oportunidade. O humor cria identificação, fortalece comunidades e estimula conversas naturais. Ao explorar esse universo com campanhas e colaborações que misturem fitness + entretenimento, as marcas podem gerar mais engajamento e se conectar com o público de forma autêntica e espontânea. Afinal, no mundo fitness de hoje, rir também faz parte do treino.

Source: Winnin AI. Relevância (em termos de engajamento) dos principais nichos relacionados à academia nos últimos 12 meses no Brasil, todos os gêneros e idades.

3 – Faxina é só uma obrigação chata?: faxina e limpeza deixaram de ser apenas obrigações da vida adulta para se tornar um nicho de conteúdo em ascensão. Vídeos de organização, limpeza profunda e before & after conquistaram espaço nas redes, unindo satisfação visual, dicas úteis e um efeito terapêutico. Mais do que uma tarefa, a limpeza virou um novo “me-time”, onde rotinas são romantizadas e afazeres domésticos são transformados em momentos de prazer.

Essa tendência representa uma grande oportunidade para as marcas. Conteúdos de limpeza são relaxantes e envolvem um público diverso, de jovens buscando organização a famílias e amantes de decoração. Vincular produtos à sensação de bem-estar, indo além da função prática, é um caminho estratégico para engajar e inspirar essa audiência.

Fonte: Winnin.AI. Relevância (em termos de engajamento) dos temas nos últimos 3 anos. Todos os gêneros e idades. Mundo.

4 – Futebol tem gênero? Não mais!: as mulheres têm conquistado cada vez mais espaço e engajamento no universo do futebol. Creators femininas se destacam com narrativas autênticas, desde a cultura das arquibancadas até análises táticas e bastidores do esporte. O público feminino também cresce em diferentes nichos do futebol, mostrando que a paixão pelo jogo vai muito além dos estereótipos. Esse movimento reflete uma mudança geracional, com a Gen Alpha consolidando um futebol mais diverso e inclusivo.

Esse é um território em plena transformação, e marcas que enxergam essa mudança têm a chance de se conectar de forma genuína com um público cada vez mais engajado. Apoiar criadoras de conteúdo e jogadoras não só fortalece o empoderamento feminino no esporte, mas também posiciona a marca como moderna e inclusiva. Ao abraçar essa evolução, as marcas se conectam com torcedoras engajadas e inspiram novas gerações a fazerem parte desse universo.

Fonte: Winnin.AI. Audiência dos temas nos últimos 3 anos. Todos os gêneros e idades. Brasil.

5 – Qual o novo “rosto” do empreendedorismo brasileiro?: o empreendedorismo feminino tem conquistado cada vez mais espaço, especialmente no universo das finanças. Mulheres estão transformando o mercado ao compartilhar desafios e conquistas, inspirando outras a trilhar caminhos semelhantes. Ao apoiar esse movimento, marcas de serviços financeiros e produtos de investimento podem destacar histórias reais, ajudando a desmistificar o universo financeiro e tornando-o mais acessível para outras mulheres.

Investir em comunidades de empreendedoras não só gera engajamento, mas também fortalece a lealdade à marca. Seja por meio de eventos presenciais ou espaços digitais, criar um ambiente que facilite trocas e conexões profissionais é uma oportunidade para marcas que querem incentivar o empoderamento feminino no setor.

Fonte: Winnin.AI. Engajamento versus visualizações dos temas nos últimos 3 anos. Todos os gêneros e idades. Brasil.

Com um olhar atento para dados, a 1ª edição do Winnin NOW, mostrou que o sucesso das marcas está diretamente ligado à sua capacidade de entender e se integrar às narrativas que estão ganhando força na cultura digital. 

“A tecnologia da Winnin permite analisar e compreender o comportamento dos consumidores com uma escala e profundidade sem precedentes. Com isso, as marcas conseguem criar estratégias mais relevantes oferecendo conteúdos mais personalizados que, além de fortalecer a conexão com o público, aceleram o crescimento do seu negócio. São dados de comportamento que ajudam as marcas a construir comunidades fiéis, que se identificam com seus valores e se tornam defensoras da marca”, salienta Gian Martinez, CEO da Winnin.

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E-Commerce Update is a leading company in the Brazilian market, specialized in producing and disseminating high-quality content about the e-commerce sector.
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