On the heels of this summer’s World Cup events in Brazil, we’re eager to share a new research paper from 360i’s Insights & Planning group, entitled “Global Twitter Trends: Brazil.”
This whitepaper is the first of a multi-part series in which we explore the social media habits of three emerging global markets: Brazil, India and South Korea. It follows a 2013 report that compared Twitter habits across the U.S. and U.K.
For this study, we analyzed organic Twitter conversations from a sample of users in Brazil that were shared publically in their native Portuguese tongue. 360i’s bilingual analysts explored when users post most often in that market, how they use the platform to connect with others and how they interact with brands on Twitter. Moreover, we partnered with GutCheck to conduct a series of one-on-one interviews to gain a deeper understanding of the mindset of Brazil’s Twitter population.
Below is an executive summary of our key findings. You can read and download the full report here.
Brazil is emerging as one of South America’s most social-media savvy countries, with 79 percent of Internet users already active on social platforms (an adoption rate that is fast approaching that of the United States, per eMarketer). More specifically, Brazil is one of the fastest-growing countries when it comes to Twitter user growth.
Twitter jumped from seventh place in October 2013 to third place in January 2014 when it comes to share of visits across social platforms in Brazil. The findings in this report can be used as an indication of Brazilian consumers’ general behavior across social media overall and offer important implications for marketers aiming to connect with this audience on Twitter in particular.
- Brazilians use Twitter at specific times of recreation throughout the day. The volume of tweets posted in Brazil peaks during the breakfast, lunch and dinner hours. This trend is unique to the Brazilian market and juxtaposes the other countries analyzed in this study (U.S., India, South Korea and the U.K.), as they tend to post during their recreational time when they can be devoted to post creation.
- Brazilians use Twitter as a means for self-expression. Compared to other markets analyzed in this study, Brazilian Twitter users are less likely to interact directly with other users, and have a high proportion of individually-focused status updates. This indicates a Twitter culture that values self-expression over connectivity.
- People in Brazil exhibit one of the most diverse spectrums of emotion in this study, indicating that their use of the platform is a direct reflection of their offline expression. Instead of conveying a disproportionate amount of positivity over negativity (as is the case in other markets, namely the U.S. and the U.K.), Brazilian Twitter users are inclined to share any emotion they feel, good or bad. This could again signal a tendency to use Twitter as a medium for open self-expression instead of a calculated portrayal of one’s best self.
- Following brands on Twitter is common in Brazil, though consumer-brand interaction is low as compared to other markets. A majority of users follow brands on Twitter, primarily for updates and to show their support (i.e showcasing to others that they are fans of the brand). That said, users do not often engage with these brands, but it is likely that engagement between brands and consumers will increase when marketers speak to users on a personable level.
Read and download the full report: “Global Twitter Trends: Brazil.”
- Co-Authors: Claire Charron & Cullen Schiele
- Contributors include: Victoria Cana & Evann Clingan