A Social Media Status Quo – Brazil

The following post is part of the Mindjumpers Network series. Mindjumpers Network is a global platform of local country Community Managers, enabling international companies to execute and maintain brand communities in a structured, quality assured and cost effective way across markets with the aim of creating effect and value.
Brazil

.Having a local community manager as an ally can prove to be not only a strategically smart move, it will also give you instant access to cultural and behavioral aspects that only a true native inhabitant would be able to portray. We’ve caught up with some of our own community managers – this time in Brazil where the use of social media is enjoying massive growth. Here’s a sum up of our report from Mindjumpers’ local community manager Debora Corrano.

Introducing Brazil

While South America probably evokes exotic images of rainforests and waterfalls in the minds of most people, this continant’s most populous country is now becoming one of the region’s most social media savvy. As the largest market outside the US, Brazil is indeed a force to reckon with when it comes to seizing social media opportunities. With an expanding middle class and a government that has been progressive to establish Internet access all over the country, 80% of the population are now online. It’s easy to loose your ground in such a fast changing environment, and as always, it is crucial to keep up with the latest news, trending topics and emerging new social platforms.

.Popular networks

From an overall perspective, platforms such as Facebook and Instagram are the social leaders in Brazil. This may also be the reason why the country’s online behaviour seems to becoming increasingly similar to the North American one. The former popular social media network Orkut reportedly lost a whopping 95% of their Brazilian public after the introduction of Facebook. The growth of Instagram has also affected the country’s blogger segment to decline– especially within the fields of fashion and travel. For the younger audiences segmented networks like ask.fm, Tumblr, Whatsapp and Snapchat are all established players on the scene. Vine had a remarkable reception when first launched, but the impact proved to be merely a short and sweet affair. Most video enthusiasts have returned home to their first love; Youtube.

And what about the outsiders? Well though there is a lot of talk about G+, which even includes fairly large Portuguese communities, the network hasn’t seen substantial interaction and professionals are uncertain if it ever will.

.Online behaviour

Even with an expanding middle class, one must not forget that Brazil is a country with great inequality. Parts of the population still seem timid when it comes to displaying their lives on the Internet, however they are not reluctant when it comes to voicing a political opinion. A somewhat insecure society is most probably the core reason for this, when you share your life anyone knows where to find you. There are two opposing behaviours in the country: People who are not exactly thrilled about the thought that everyone has access to your private life and the people who want to share absolutely everything without any sense of concern.

.Trends

While the selfie is still a reoccurring sight on Brazilian networks, another huge trend right now is depicting a healthy lifestyle. Instagram profiles of young women sharing their detox juice recipes, workout plan and their zero calorie bodies are becoming more and more common. Brazilians also seem to be TV show fanatics, as of now the #2 trailer of Game of Thrones is the most popular video on Youtube.

With the 2014 FIFA world cup and the 2016 Summer Olympics approaching on the horizon, Brazil will undoubtedly see an unprecedented increase in ad spending on social media. Yet considering the fact that the majority of social network users are under the age of 24, it seems that the ‘social media golden days’ in Brazil will shine for many years to come.

 

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!