On the last 22nd of April, Big Brother Brasil 2025 has come to an end with the victory of sister Renata Saldanha. Throughout the entire broadcast of the reality, there were over 28 million posts about the programme on social media.Total de menções, 24 million of them, ou seja 86%, they were related to the participants.The data is from the monitoring of STILINGUE by Blip, multichannel platform aimed at creating better digital experiences between brands and consumers, through social listening and the potential of artificial intelligence.
The survey, que considera as conversas no X (Twitter), Facebook, Instagram, blogs, portals, BlueSky, Fora e YouTube,also indicates that between 13 January and 23 April of this year X was the preferred media for internet users to talk about BBB and the female audience was the most interactive on social channels
Among the participants,Victoria Strada, Aline Patriarca, Renata Saldanha, Diogo Almeida and Vinícius Nascimento were the most discussed on social media throughout the reality. Os irmãos representaram 12,84%, 11,16%, 10,64%, 7,1% e 6,69% of interactions, respectively.
Sobre os temas sensíveis, this year the terms “racism”, machismo, cancellation, "violence" and "politics" had greater relevance in the debates with 238.555 mentions in total, being "racism" the most talked about item with 90.703 comments.
Presence of brands
Regarding the brands, iFood, Stone, Chevrolet, McDonald's and Kwai appeared in the top 5 most mentioned companies during the 100 days of BBB25. iFood com 98.982 comments, Stone com 81.073, Chevrolet with 79.076, McDonald's with 69.013 e Kwai com 68.509.
In the last week, from 15 to 22 April, Chevrolet, McDonald ⁇ s, Kwai, Stone and Betnacional were the most prominent brands. The vehicle manufacturer ranked first in volume, after gifting sister Renata a 100th Anniversary Special Edition S10 pickup. The report also showed publications related to the last leader's test, sponsored by Chevrolet, where users raised controversies around the possible disqualification of participant Guilherme, que usaste una camiseta térmica
The fast food chain McDonald's received many mentions with user engagement wanting "treats" from Méqui. At the same time, internet users showed interest in purchasing the doll of participant Aline, que também tem sido a influenciadora da marca. Kwai was in the publications conducting polls with users about who would win the final prize. monitoring also found many internet users doing RTs (retweets) about the victory of participant Renata, with the use of the Kwai hashtag.
"Every year, BBB reinforces its importance as an entertainment programme that reflects important issues generated from the interaction of participants inside the house. Já as empresas entendendo o alcance do reality aproveitaram bem o momento para promover ações de marketing de produto e aumentar a presença de marca. And, so that they have increasing visibility and accuracy, the social listening is an excellent tool for mapping trends, the main topics of conversations and needs of the audience on social channels, afirma Menedjan Morgado, Insights Manager at Blip.
Metodología STILINGUE por Blip
In this 2025 edition of BBB, the STILINGUE by Blip methodology collected organic publications, respecting the platform APIs, using context-related keywords related to the program, como BBB e “bbb25” e as suas variáveis. As menções às marcas através de hashtags de campanha, como #MarcaNoBBB, not included in the ranking – unless they had contextual keywords in the publication text.
After collection, the publications were classified into more than 200 topics, que permitirá uma análise detalhada dos principais assuntos, como atrações, themes and brands mentioned. The STILINGUE by Blip methodology aims to conduct comprehensive social listening, monitoring channels like X (Twitter), Facebook, Instagram, blogs, portals, BlueSky, Forums, Reclame Aqui and YouTube. The rankings we present reflect the volume of mentions associated with the event and also include the count of unique users
