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Connect your company: find out which social networks are most used in Brazil in 2020

redes sociais mais utilizadas no Brasil

The year 2020 generated significant changes in the digital habits of people around the world. With the new coronavirus pandemic, the consumption of information by social media increased significantly and ended up generating changes in the ranking of social media most used in Brazil, according to the October 2020 report produced by We Are Social and Hootsuite.

Read too: Learn the main digital marketing trends for 2021

The most current data shows that Brazilians spend, on average, 3 hours and 31 minutes a day on social networks, and this has increased over the past year. In addition to the time spent on social networks having changed, another novelty, such as TikTok, has conquered people from all over the country. 

The 10 most used social networks in Brazil in 2020

At the Digital marketing, social networks are important channels to reach the target audience. And, in order to identify which audiences for a brand can be greater and make good use of it, it is necessary to know the most popular ones and those with the highest number of users. 

Below is the ranking of the 10 most used social networks in Brazil during the past year: 

Facebook

O Facebook returned to first place in Brazil in 2020, and continues to be the category platform most used by the world's population with more than 2.7 billion active accounts, 130 million of which are Brazilian. 

It is a comprehensive and versatile social network, which brings together many features in one place, from generating business, getting information to meeting people. That's why, for companies that invest in Inbound Marketing, it's practically impossible not to be on Facebook.

Whatsapp

O Whatsapp is the most popular instant messaging social network among Brazilians, with 120 million accounts. In addition to being a very simple tool for conversation, the app allows for more direct contact with the company. Through it, it is possible to advertise products, schedule services and even answer customer questions.

redes sociais mais utilizadas no Brasil

YouTube

In the previous edition of the ranking, the youtube had passed Facebook and become the most used social network in Brazil, being the main one for online videos today, with more than 2 billion active users and more than 1 billion hours of videos viewed daily. 

As the video format for sharing content is becoming more and more popular, YouTube is a great option for brands that want to distribute this type of content. 

Instagram

O Instagram was one of the first social networks exclusively accessible via cell phones. Although nowadays it is possible to view publications on a computer, their format continues to be aimed at mobile devices. According to the study carried out by We Are Social and for hootsuit, the platform is the fourth most used network in Brazil, with 95 million users. 

Therefore, having an Instagram account is an opportunity to disseminate content visually and humanize the brand, as Instagram is increasingly focused on providing purchases and sales within the platform itself through its new feature, the Instagram Shopping. 

facebook messenger

The app has some very interesting features for the company, such as bots and smart replies. With this, your business gains agility, professionalism and a higher level of satisfaction from the public and potential customers. In addition, the platform has a story function, which can be used to promote a product or service. Precisely because of its integration with Facebook, Messenger is estimated to have millions of Brazilian users. 

Read too: Find out what changes with the General Data Protection Act

LinkedIn

The largest social network aimed at professionals has become increasingly similar to other networks, such as Facebook, with the difference that the focus is on professional contacts. Another differential is the communities, which bring together those interested in a specific theme, profession or niche. 

In 2020, the crisis generated by the pandemic ended up leading many people to join Linkedin looking for a job. In this way, the social network grew and became the sixth most used in Brazil, with 46 million active users. 

pinterest

A brand does not need to create folders on pinterest only with own content. The use of this platform by your business can be through the selection of images that demonstrate the soul of the brand, that help in building it and can be a gateway for people to get to know the company. In addition, you can create sponsored pins that appear more prominently in users' feeds. 

The social network has tripled the number of users in Brazil in recent times, reaching 38 million. 

twitter

Twitter reached its peak in 2009 and since then it has been in decline. However, in 2020, the social network grew with people looking for faster news updates. If you consider only active users, there are 16.6 million Brazilian tweeters.

Nowadays, the social network is mainly used as a second screen, where users discuss and comment on what they are watching, posting comments on reality shows, news, football matches and other programs. 

TikTok

TikTok is today one of the most used apps in Brazil by celebrities, teenagers, comedians and companies, but the social network does not disclose the exact numbers of users. 

At the beginning of the year, there were 7 million Brazilian users, a number that has certainly grown. A recent report points out that TikTok earned another 6 million in October, when the app broke world records. However, in September, a study showed that 3.5 million Brazilians downloaded the application, reaching a total of 16.5 million.

snapchat

Snapchat was considered the symbol of post-modernity for its proposal of content that disappears in a few hours after publication. In Brazil, there are approximately 11 million users, placing the social network among the 10 most used in the country. 

Snapchat's audience is very specific, made up of hyperconnected young people. For companies, the application serves to engage users in events, for example, creating filters with images based on geolocation. 

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Understand how Youtube can help your company's business

Entenda como o Youtube pode ajudar nos negócios da sua empresa

Despite not being a social network, YouTube is full of users who somehow end up interacting through comments. However, as important as this aspect is the fact that users are loyal to content producers. This is no coincidence, since the video has such a benefit, being applied in several other networks precisely because of this engagement capacity.

Read too: How to create a relevant profile for your business on Instagram

Because it is a type of media that allows more inventiveness than the others, such as texts and photos, video can be seen as an effective method of providing greater human connection. By putting someone's face in focus, whether to explain or present something, it is possible to capture the attention and sympathy of those watching. In this way, a sense of veracity is created, as the interaction is similar to a chat between friends.

Youtube: vvideos are capable of generating greater understanding of your business

When we deal with some other type of media, such as text, we are subject to misinterpretations or even interruptions that can make it difficult to understand the subject. With video, these problems can be avoided by adopting didactic and easy-to-understand language, where information is not lost along the way.

To get an idea of the strength of the videos, according to the brightcove (company responsible for developing video platforms), media can generate more than 1200% of engagement than other materials containing the same subject.

It may seem daunting, but it is possible to understand these numbers based on the public's appreciation for content produced in video.

Audiences are increasingly looking for video content, mainly on Youtube

For those who are used to YouTube, they have certainly come across a series of videos with tutorials in the most diverse segments – ranging from repairing simple objects to installing home appliances – making the platform a place full of a wide variety of information.

According to the “2020 Video Marketing Statistics” survey conducted by Wyzowl (creator of explainer videos), about 66% of users would rather watch a video than read text. In addition, the study also points out that people watch an average of 16 hours of videos per week.

Read too: How to use Facebook for your business

More important than selling, it is necessary to offer content

The public's interest in the platform has already been proven. However, that alone is no guarantee of success. The important thing is to know how to reach users.

Unlike other platforms, such as Facebook and Instagram, Youtube needs a different approach. This means that the sale should not be your main focus, but the content. For this, it is necessary to create a strategy that manages to captivate the public while generating interest in the advertised product.

A practical example of this type of approach is the type of content created by publishers. Instead of simply announcing their launch, companies choose to create content on the subject. For this, it is possible to develop a video that presents the story, the author's life, the importance of that publication and how it influenced other works. In this way, the user has more information generating interest and resulting in a purchase. In addition, the quality of the content can encourage loyalty.

Based on this loyalty, volume is created which, in turn, makes YouTube identify a company as a reference in a given topic. From then on, the content is recommended to new users, which is the most expected result of all the effort put into the platform. However, it should be noted that, as in other networks, the company needs to be consistent and not stop investing in content so that the fruits can be harvested in the future.

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Networks and Social Media: when to use each term?

Redes e Mídias Sociais quando usar cada termo

Currently, much is heard about the terms Social Networks and Media, as they have become important tools for social and business relationships. Therefore, confusion is common when trying to define them or understand that they are different things.

Read too: The importance of OHH media for companies

It may seem simple, but in order to have a greater campaign development and improve internet boosting techniques, it is important to understand what each of the terms are and how they work.

Social media

The term social network basically means creating a relationship with people sharing common values and goals, not being connected to the internet. The family, as well as the work environment, are examples of social relationships.

With the advancement of technology and its implementation in our daily lives, these connections began to form over the internet as well. A dating site or social network is where you can connect with other people or groups of individuals through a profile in order to share content.

In this way, interactions that used to be restricted to offline life, such as meetings in bars and restaurants, now also happen online. To do this, just access platforms such as Facebook, Youtube, Instagram and Linkedin.

Social media

Social media, in turn, are defined as a means of disseminating and decentralizing information – free and paid – and messages. The term emerged in 1990 when traditional media companies began to lose ground to digital technology.

The main objective of these media is the creation, dissemination and sharing of content that enables public interaction without the involvement of social relationships. Thus, when we refer to digital environments connected through the internet, we are referring to the term social media.

Therefore, social media platforms between logged in users are characterized by the creation of relationship networks. Therefore, the aforementioned social networks are seen as a part of what we call social media.

Read too: Learn how to use organic traffic to drive hits to your website

How relationships occur is the main difference between networks and social media

As explained, social media corresponds to any channel where interaction takes place. The same can also be said of social networks, but it is necessary to know how to differentiate the ways in which interactions take place.

In the case of social networks, the relationship between users is the main focus, which is the reason for its creation. Therefore, it is common for websites to develop more and more tools to increase interactions, so that people get closer.

With social media, although there are exchanges of information between people, this relationship is less fervent. An example to elucidate this difference is the way websites and blogs develop their interactions through comments. In this area, it is possible for users to share opinions and information with each other, but this occurs in a more restricted and limited way.