Brazil’s Social Media Boom: 10 Things Every Marketer Should Know
The ultimate goal for any young social media program is to go global – to conquer an international market. But this is usually much easier said than done. Aside from all the legal, political, and logistical issues that could suffocate your efforts… there’s also the big issue of knowing where to commit your time, resources, and dollars.
As nations around the world undergo digital transformations, the options available to brands proliferate. This isn’t exactly a bad thing, but it does make it difficult to know where to plant your brand’s flag. If you/your company is starting to think about going global, you’d be remiss not to consider Brazil.
Here are 10 reasons your brand should take a long, hard look at the social media landscape in Brazil.
1. The 2016 Olympics
Have you ever dreamt of a single event that would draw in tens of millions of consumers from all corners of the earth? Meet your marketing Holy Grail.
To get an idea of what’s in store for the Rio Olympics, take a look at the numbers from the recent World Cup. The 2014 World Cup was the most streamed sporting event ever, with 43.3 million hours of live viewing logged in on ESPN. In the US, the World Cup beat TV viewing figures for the 2014 NBA Finals and 2013 World Series – not too shabby for a nation that doesn’t really like football (Oops, I mean, soccer).
I expect the 2016 Olympics in Rio will be on par with – if not surpass – these numbers. Having a presence in Brazil prior to Rio 2016 might provide the experience you need to optimize your Olympics campaign.
2. Hopeful Economy
Brazil is currently ranked eighth worldwide in terms of GDP (purchasing power parity) with $3.073 trillion USD, ahead of all other South American countries. There’s a long journey ahead – the economy is expected to shrink by 1% this year – so it’s not all roses and sunshine for the South American nation, but economists maintain an optimistic outlook.
3. Youthful Population
Brazil is home to a rather young population. Around 85% of the country is under the age of 55, and 40% is under the age of 25. To put things in perspective, only 33% of the United States’, 32% of China’s, and 30% of the UK’s population, are under the age of 25.
4. Easy Transition
It seems like everyone wants a piece of China these days. The superpower nation is a global juggernaut in terms of population (1.357 billion) and economy (ranked first in GDP, by Purchasing Power Parity). Unfortunately, China’s great potential also comes with great roadblocks. Sites like Facebook, YouTube, Twitter, Instagram, and Google+ (really, the entire Google world) are still blocked in China. So if the majority of your brand’s social presence is rooted in any of these major networks, you’ll find yourself in a bit of a predicament.
Brazil, on the other hand, is very much social-friendly. The majority of the go-to social networks your brand already uses are openly welcomed, making Brazil an easier entryway into the global market.
5. Growing Online Population
Less than half of Brazilians (48%) currently have regular access to the internet. That penetration rate isn’t ideal – especially compared to the US, where 87% of the population is online. But it’s still a digital audience of nearly 100 million individuals. And this figure is growing steadily over time. In 2014, only 26% of Brazilians used the internet every day; one year later, that number jumped to 37%.
6. Avid Internet Usage
Among internet users, usage is intense – 76% of internet users access the internet every day, logging on for an average of 5 hours on weekdays and 4.5 hours on weekends. When you look into specific demographics, the exposure rate increases dramatically. About 72%of those with higher education, for example, access the internet every day, spending an average of nearly six hours surfing the web daily.
7. Avid Social Media Usage
Did I mention that Brazil’s internet users are also passionate social media users? Among internet users in Brazil, 92% are connected to social networks.
The average time spent on social media each day (among social media users) is 3.8 hours… that’s an hour more than average in the US.
8. Young, and Very Enthusiastic, Social Media Users
It’s no surprise that social media users tend to be on the young side. But Brazil’s social media users almost set a new record. Social networking is a regular habit for 90% of people between the ages of 15 and 32, according to a study of 1,500+ individuals. On average, this age group has a whopping seven social media profiles.
9. High Trust in Social
Social media isn’t just a mindless recreational activity in Brazil – it’s a trusted establishment. In a survey of 2,800+ subjects in 172 municipalities, social media was reported as the second most reliable institution (63%). It landed behind the press by just two points (65%) and was miles ahead of Congress (19%) and political parties (18%).
10. Facebook Is Still King
As Facebook nears its 10th birthday, its future is being questioned in the US. A study conducted by Princeton researchers, for example, predicted that the social media giant would lose 80% of its users within three years. In Brazil, however, Facebook is going strong. It closed out 2014 with a total of 91 million monthly users in Brazil, adding 8 million users that year. It’s also the most widely used social media platform by Brazilians.
In Closing…
I won’t lie to you: there’s still a lot of room for improvement in Brazil, both politically and economically. But the digital landscape in Brazil offers unparalleled opportunities for marketers. For brands that do their research and prepare thoroughly, it’s the chance to be at the forefront of the world’s next leading market. Want to learn more? Download this guide to understanding the social media landscape in Brazil.
