Winnin presents insights into consumer culture and behavior for brands in 2025

Winnin, a platform that uses proprietary AI to map cultural trends from the consumption of videos on the internet, held in Sao Paulo the 1st edition of the Winnin NOW. The event explored how video consumption patterns can transform into powerful strategic insights for the future of brands.

During the meeting, Gian Martinez, co-founder and CEO of Winnin, shared valuable insights on how attention and engagement data analysis can help companies become more relevant.Learn below, the top 5 paradigms of this mapping done by Winnin:

1 ¶ The potency of culture Glocal: brands that act only locally can miss opportunities in an increasingly connected world. Those that balance a global vision with local adaptations gain an advantage, strengthening ties with their audience and attracting new consumers.

K-pop, K-dramas, K-beauty and K-food have broken boundaries and become global references, impacting diverse industries.

The “K” goes beyond labels, connecting fashion, beauty, music, gastronomy and entertainment.This fusion of international trends and local identities allows brands to authentically extend their reach, transforming products into global cultural phenomena.

Source: Winnin AI. Relevance (in terms of engagement) of the main exponents of cinema in the last 12 months in Brazil, all genders and ages.

2 Is Fit: Fun The fitness universe, once focused on performance and aesthetics, now also embraces humor. Academies have become the stage for light and shareable content, where laughing at the perrengues of bodybuilding and the awkward attempts of new exercises is already part of the experience 'MO driven by networks such as TikTok and Instagram Reels.

For brands, this trend represents a great opportunity. Humor creates identification, strengthens communities and stimulates natural conversations.By exploring this universe with campaigns and collaborations that blend fitness + entertainment, brands can generate more engagement and connect with the public in an authentic and spontaneous way. After all, in today's fitness world, laughing is also part of the workout.

Source: Winnin AI. Relevance (in terms of engagement) of the main niches related to academia in the last 12 months in Brazil, all genders and ages.

3 Is Faxina just a boring obligation?: cleaning and cleaning have gone from being just obligations of adulthood to becoming a niche of content on the rise organization, deep cleaning e before & after they conquered space in the networks, uniting visual satisfaction, useful tips and a therapeutic effect. More than a task, cleaning became a new “me-time”where routines are romanticized and household chores are transformed into moments of pleasure.

This trend represents a great opportunity for brands.Cleaning content is relaxers and involve a diverse audience, from young people seeking organization to families and lovers of decoration sense of well-beinggoing beyond the practical function, it is a strategic path to engage and inspire this audience.

Source: Winnin.AI. Relevance (in terms of engagement) of the themes in the last 3 years. All genders and ages.

4 Does football have a genre? No more!: women have gained more and more space and engagement in the world of football. Female creators stand out with authentic narratives, from the culture of the stands to tactical analysis and behind the scenes of the sport.The female audience also grows in different niches of football, showing that the passion for the game goes far beyond stereotypes. This movement reflects a generational change, with the Alpha Gen consolidating a more diverse and inclusive football.

This is a territory in full transformation, and brands that see this change have the chance to connect in a genuine way with an increasingly engaged audience. Supporting content creators and players not only strengthens female empowerment in sport, but also positions the brand as modern and inclusive. By embracing this evolution, brands connect with engaged fans and inspire new generations to be part of this universe.

Source: Winnin.AI. Audience of the themes in the last 3 years. All genders and ages.

5 ^What is the new “rosto” of Brazilian entrepreneurship?: women entrepreneurship has gained more and more space, especially in the world of finance. Women are transforming the market by sharing challenges and achievements, inspiring others to follow similar paths.By supporting this movement, financial services brands and investment products can highlight real stories, helping to demystify the financial universe and making it more accessible to other women.

Investing in entrepreneurial communities not only generates engagement, but also strengthens brand loyalty.Whether through face-to-face events or digital spaces, creating an environment that facilitates professional exchanges and connections is an opportunity for brands that want to encourage female empowerment in the sector.

Source: Winnin.AI. Engagement versus theme views in the last 3 years. All genders and ages.

With a close look at data, the 1st edition of Winnin NOW showed that the success of brands is directly linked to their ability to understand and integrate with narratives that are gaining traction in digital culture. 

“Winnin technology allows you to analyze and understand consumer behavior with unprecedented scale and depth. With this, brands can create more relevant strategies by offering more personalized content that, in addition to strengthening the connection with the public, accelerate the growth of their business. These are behavior data that help brands build loyal communities, who identify with their values and become advocates of the brand”, he points out Gian Martinez's, CEO of Winnin.