According to Serasa Experian, the first and largest datatech in Brazil, more than 89 thousand fraud attempts can be avoided during the Black Friday weekend in Brazil, which this year happens on November 29. If effective, these frauds could generate R$ 500 million in financial losses for companies and consumers. Considering only the day of action, there would be 29,777 avoided fraud attempts that could cause R$ 166.6 million in losses.

“This is a period of the year when many fraudsters try to take advantage of the volume and speed of these transactions to apply scams, using false links with attractive promotions for consumers, for example, which should redouble attention. Companies that offer discounts, should also prepare and expand their protection barriers to avoid financial losses in this which is one of the most important dates for the”, declares the Director of Authentication and Fraud Prevention of Serasa Experian, Caio Rocha.

According to the Fraud Attempts Indicator, produced monthly by datatech, only in the first six months of this year, an attempt at fraud occurred every 3 seconds in the country, totaling 5.3 million in the period, avoided through its authentication and fraud prevention technologies.

Prevention first: tips to protect yourself

In addition to implementing advanced and technological anti-fraud systems, consumer awareness is critical to fraud prevention.

The tips from Serasa Experian for consumers to avoid falling into scams in the period are:

 For consumers:

• Choose reliable and reputable websites and stores;
• Be wary of very attractive offers;
• Read reviews and opinions about the product;
• Beware of the toast scam and do not make payments for unsolicited deliveries;
• Be careful with links shared in social media message groups or SMS;
• Register your Pix keys only in the official channels of banks, such as banking application, Internet Banking or branches;
• Not provide passwords or access codes outside the bank or app website;
• Not to lend or sell your data;
• Do not make transfers to friends or relatives without confirming by phone call or in person that it is really the person in question, because the contact of the person may have been cloned or falsified;
• Include your personal information and card details only if you are sure that this is a secure environment;
• Keep devices up to date;
• Ensure your documents, mobile phones and cards are secure and with strong passwords for access to applications;
• Create secure passwords and update them frequently;
• Monitor your CPF frequently to ensure you have not been a victim of any Pix fraud.
• For companies:  
• Invest in fraud prevention technologies to protect the integrity and security of your business operations.
• In an increasingly digital and interconnected business environment where fraud is evolving and rapidly expanding, layered fraud prevention is not only a good practice but a strategic necessity; it is a
• Ensure the quality and veracity of data from fraud prevention solutions from solutions that constantly improve in the face of changes and threats of fraud;
• Deeply understand your user profile and constantly seek to minimize friction points in your digital journey, ensuring a fluid experience without compromising security.
• Use fraud prevention as a lever to generate revenue by implementing intelligent solution orchestration that maximizes security, reduces losses, and enables a more agile and reliable shopping experience for the customer.v

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).