Pioneering Research Shows How Young University Students Use Social Media and Choose Brands

Instagram continues to be the most used social network, but it doesn't reign alone. Sports, fashion, beauty and even financial services brands are among the favourites. These are some of the findings of a survey of university students aged between 18 and 23 from three regions of Brazil.

Carried out by universitech Cheers - which has an app used by 2 million students to access events - the survey gauges the habits and consumption of digital media among these young people.

The survey shows, for example, that Instagram is used daily by 95% of those interviewed. But TikTok also figures prominently, with daily use by 75% of young people, with one detail: the network is used not only for entertainment, but also to shape consumption, behaviour and influence, according to the study.

YouTube, on the other hand, remains relevant due to the culture of its use: it is the preferred platform for more in-depth content. The survey also notes that social network X, formerly Twitter, despite its ups and downs, still finds its place 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 example was given, nor was any segment signalled, with the aim of bringing out those brands that are in fact on the minds of the new generations.

The diversity of brands was the main result. Traditional giants such as Nike and Adidas, which sell sporting goods, came out on top. However, other categories were also present in the responses.

One of these categories is beauty and personal care. In this segment, the most cited were Wepink, Grupo Boticário, Natura and Boca Rosa. In fashion retail, Lojas Renner S.A., Shein and Youcom stand out, "conquering significant space", as the study emphasises. In entertainment, Netflix leads the way.

Anyone who thinks that young people don't care about their financial lives is mistaken. So much so that one of the brands most remembered by the public in the survey 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, a real alignment with the values and aspirations of young people. They are looking for brands that represent them and inspire them on a daily basis," says Gabriel Russo, founder and CEO of Cheers.