Pictures worth more than words – Instagram and YouTube see boost in Brazilian users

Our client, Socialbakers, recently produced a fascinating report in partnership with the Núcleo de Inovação em Mídia Digital (centre of digital media innovation) from FAAP (Fundação Armando Alvares Penteado). For the benefit of non-Portuguese speakers, we’ve highlighted some of the key findings below.

The #MS360FAAP report, which analysed data from the hundred largest Brazilian advertisers on social networks, showed that pictures were certainly more than words in the last quarter of 2015, as the average number of brand followers on Instagram grew from about 50,000 to over 320,000.

The report also highlights YouTube engagement, which saw the average number of subscribers to brand channels more than double compared to the same period in 2014, rising from 16,598 to 36,315.

With increasing numbers of brands looking to experiment with Instagram advertising and a wave of new branded content being produced by brands and sponsors in an Olympics year, it seems clear that video formats represents a clear opportunity for brands targeting hyper-social Brazilian consumers.

Other findings that while brands’ Facebook pages showed a stable number of page likers, the rate of growth is slowing. In the last half of 2014, the sector with the greatest growth in the average number of fans was ‘Media and News’. Compared to the same period last year, this number fell by from 162,743 to 154, 173.

The entertainment sector saw a marked increase following. In the months of July, August and September 2015, the entertainment industry had an average of 1,922,856 fans page however, already within three months of the year, the average quota of likes rose to 2,120,881.

Other highlights of the survey:

  • The average Facebook response time posts from the top 100 brands in Brazil was 3 hours and 39 minutes in the last quarter of 2015
  • Videos from major Brazilian brands on YouTube have an average duration of 2 minutes and 45 seconds
  • 36% of Instagram posts from the top 100 brands in Brazil use two to three hashtags

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