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.
.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.
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.
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.
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.
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.