We last covered social media trends in Brazil almost 9 months ago—and not surprisingly, many new trends have replaced the old trends. What follow are some of the most significant social media shifts that may affect your 2013 campaigns.
#1 Social Media Continue to Influence the Purchase Decisions of Brazilian Internautas
A study from the Federacão do Comércio de Bens, Servicos e Turismo do Estado de São Paulo (Sao Paulo State Goods, Services and Tourism Business Federation or Fecomercio) showed that of 48% of social media users in São Paulo said their purchase decisions were influenced by social media. This survey also revealed that 25% of paulistanos surveyed use social networks to shop and another 18% are inclined towards trying them.
In addition, an IBOPE survey of 8,561 Brazilian Internet users showed that social media influenced the purchase decisions of 25% of them. Interestingly, social media had more influence on the purchase decisions of cariocas, Brazilians from Río de Janeiro; they influenced the purchase decisions of 33% of the Brazilian internautas from this city.
Another 2012 survey of 400 Brazilians between 17 and 50 done by market research firm Animux showed that 46% read ads on social media and 33% click on them. More than half (55%) reported going to LinkedIn company pages, 45% said they read LinkedIn ads and 26% click on them.
Finally, a similar influence was detected in a smaller survey of 131 Brazilian Internet users by Carolina Terra, a social media researcher based in São Paulo. Of these internautas, 91% say they search for products online before buying and 68% are influenced by what they read on Facebook, Twitter or in blogs.
#2 Brazilians Prefer Brands that Interact with Them on Social Networks
A survey done by H-Mídia and M.Sense showed that 76% of the Brazilians surveyed prefer brands that interact with social media users. However, only 40% report following brands on Facebook, while 50% follow brands on Twitter. Why don’t more do so? The survey results suggest that what keeps Brazilians from following brands on social media is receiving lots of advertising messages, i.e., being spammed. The majority of the Brazilians surveyed said they’d like to receive a maximum of 3 posts a day from brands on social media. The kind of content they seem to prefer are news and events, with 96% of Brazilian Facebook users and 89% of Brazilian Twitters users preferring this. For 65% of those surveyed, the relevance of posted content makes them follow brands, while for 61% promotions and offers add value to following brands.
#3 Many Brazilians Combine Social Media with Watching TV
A study from Ericcson Consumer Lab of 100,000 people in more than 40 countries showed that 73% of the Brazilians report being on social media while watching TV—25% more than in 2011. Interestingly, 66% of Brazilian women report combining social media in TV, compared to 58% of Brazilian men. Also, 25% of the Brazilians report going on social media to engage in real-time commenting about TV shows.
IBOPE Nielsen had significantly different results with a survey of thousands of Brazilian homes in 13 metropolitan areas in February 2012. With this study, 43% of Brazilians said they watched TV and went online at the same time, with 29% posting comments on social media while watching. Brazilians between 15 and 24 were most likely to do this, as were women. Of the Brazilians who mix social media with TV, the media influence pattern is noteworthy. For example, 80% of the Internet users that were surveyed say that they watch TV shows recommended by their friends on social networks, while 70% look for content about their favorite shows online.
#4 Social Media Play a Significant Role in Job Recruitment
In a survey of 2,500 executives in finance and human resources done by Robert Half, a recruiting firm, 44% of the Brazilians said that negative things found on social media were enough to disqualify candidates during the employee selection process. One of the big concerns of these executives is finding out that a candidate’s profile on these media is quite different than his or her resume. In addition, 46% of the Brazilians reported that they always use LinkedIn to verify the accuracy of references on candidates’ resumes, while another 43% only do this with job candidates they have already interviewed.
#5 Orkut Drops Significantly in Brazil
The good news for Orkut is that as of October 2012, comScore numbers showed it to be the #2 social media site in Brazil, behind Facebook. The bad news is that 36 million Brazilians visited Orkut in October 2011—and 14.9 million visited it in October 2012. That’s a dropoff of 58%, while Facebook grew by 30% in Brazil between October 2011 and October 2012.
#6 Twitter Also Drops Significantly in Brazil
While Twitter ranked #4 in social networking sites in October 2012 and had 9.2 million unique visitors from Brazil in that month, it’s dropped quite a bit compared to October 2011, when it had 13.3 million.
#7 LinkedIn Is Now the #3 Social Site in Brazil
In October 2012 the professional networking site was reaching more than 10 million people in Brazil. In looking at the comScore numbers, LinkedIn went from 3.6 million total unique visitors in October 2011 to 9.6 million in October 2012, a gain of 166% in the Brazilian market.
#8 Ask.fm, Tumblr, Scribd and Pinterest Are Growing Strongly
Of all the social sites reaching Brazil, Ask.fm has grown the most in the past year. The question-answer site, based in Latvia, wasn’t even listed in October 2011 by comScore as one of the social sites with Brazilian traffic. Yet in a year Ask.fm has exploded in Brazil, with nearly 8 million unique visitors in October 2012. It’s now the #5 social site in the country. Pinterest drew just 16,000 unique visitors from Brazil in October 2011 but has now pulling in 499,000 visitors a month. Overall it ranks at #21 among social sites in Brazil, but the growth is worth noting for social media marketers. For its part, blogging site Tumblr went from 4 million total unique visitors in Brazil in October 2011 to 5.6 million, good growth. Finally, document-sharing website Scribd went from 740,000 unique Brazilian visitors in October 2011 to more than 2 million in October 2012.
To find out more about how to reach Brazilians with an effective campaign via social media or any other form of media, please contact us.