Brazilians spend 9 hours a day on social media, says survey

Brazil stands out worldwide for the time that its citizens spend online on average, 9 hours and 13 minutes a day2024 Digital Report: 5 billion social media users”, by We Are Social and Meltwater.The country is just minutes behind South Africa at 9:24 a.m.

The Data Report 2024 Brazil, also from We Are Social and Meltwater, which covers users aged between 16 and 64 years, indicates that WhatsApp (with 93.4% of reach), Instagram (91.2%) and Facebook (83.3%) form the podium of the most used platforms. TikTok comes a little behind, with 65.1%.

In turn, the latest edition of the analysis “Tendencies of Social Media” by Comscore (2023) places Brazil as the third largest consumer of digital social networks worldwide. YouTube, with a reach of 96.4%; Facebook (85.1%); and Instagram (81.4%) are the networks that appear in the study as the most accessed.

This time invested in social networks, such as WhatsApp, Instagram and Facebook, shows the relevance of this digital environment for consumption. The “Data Report 2024 Brazil” points out that 74% of users seek products and services on the networks, and 54% state that following a brand directly influences their purchase decisions.

Thus, social networks are not only platforms for connection, but are fundamental in the life of the consumer, shaping their purchase decisions and influencing their preferences. That is, for companies, being visible in this digital environment is no longer an option, but a necessity. However, amid a sea of profiles and content, the real question is: how to stand out?

For consultants Aline Kalinoski and Paula Kodama, partners of Nowa Creative Marketing, being seen is not enough for a company; it needs to be remembered and ultimately chosen. They highlight that “as social networks can have a great influence on the purchase decision of the” consumer, but for this, a well-designed strategy is needed.

To stand out, Kalinoski and Kodama identify three fundamental pillars: efficient management of digital media, strong branding and audiovisual content production. Management includes profile optimization, content creation and performance analysis. Brand awareness (increasing brand visibility) helps establish a solid identity, while audiovisual, which generates high engagement, is essential to capture the attention of the public.

These pillars not only increase visibility, but also build brand reputation and authority, considerably impacting the purchase decision of the” consumer, say the experts.In today's competitive digital universe, a strategic online presence is the key for brands to stand out and thrive, creating a presence that not only informs, but also engages and inspires.

Engagement, in turn, establishes itself as a relationship of trust and empathy. It manifests itself when users interact with the brand through likes, comments and responses, representing a significant involvement between the brand and the consumer.

Videos, in particular, are worth highlighting in this scenario. Audiovisual has become the preferred format for several reasons, including its ability to capture attention quickly and convey information in a more engaging way.Platforms such as YouTube, TikTok and Instagram have further boosted this trend by offering visual content that attracts the public.

“Studies indicate that videos not only drive more engagement, but also improve information retention, making it a powerful tool for marketing and” communication, the consultants highlight.

According to Cisco, in 2022 82% of global internet traffic was generated by videos.“We recommend that our customers invest in this communication format, as it is a highly effective way to reach and interact with their” audiences, says Aline.An example of this is the vertical full-screen video format (9:16), which is especially attractive to users who access content via smartphones.

And the result is worth it: 80% of companies can be remembered already in the first year of operation in social networks (Social Media Examiner).