We have reached a moment that talking about the future is crucial.
If we compare the technological advances in the past decade with the present days, we see that the difference is impressive: landlines were almost completely replaced by cell phones; physical correspondence became e-mail, and the internet, which was not accessible to everyone in their homes, today 82% of Brazilian homes have internet (1). In Brazil, people spend an average of 3 hours and 42 minutes accessing social networks (2), being the third country that most consumes these channels in the world, behind the Philippines and Colombia, revealing the impactful and powerful transformation of this tool.
The longer use of social networks is a direct consequence of the ease of access to the internet and electronic devices. Do you know which social networks are most used in Brazil? This is the list of the most popular networks today:
- 1st: YouTube with video sharing (96.4%);
- 2nd: WhatsApp, instant messaging application (91.7%);
- 3rd: Facebook, the network of conversations between friends and communities (89.8%);
- 4th: Instagram, sharing images and videos (86.3%);
- 5th Tik Tok, short video platform and newcomer to the networks (47.9%);
- 6th: Telegram, direct competitor of WhatsApp (29.4%).
What about using these platforms? According to Jornal Estado de Minas, users use social networks to keep up to date with news and new events (36.5%), find funny or entertaining content (35.0%) and fill their free time (34.4%).
It is worth remembering that among all the networks mentioned above, TikTok, launched in 2012, had its rise recently, being the most downloaded app from the app store in the year in 2019 (3) and today, in 2022, it is strongly competing with Instagram in some layers of the public, especially among young people and teenagers. According to Shopify (4), 66% of this network’s target is under 30 years old and is concentrated among young people between 16 and 24 years old. The active user base on TikTok today reaches the mark of 74.1 million active users (5).
In addition to this ranking, another social network that has been gaining ground in Brazil is Kwai, an application that is very similar to the TikTok content format, but bets on another content format for the loyalty of its audience: short telenovelas, instead of diverse and humorous like TikTok does. Today Kwai has 34 million active users in Brazil and the network, in turn, has an older audience compared to TikTok: the network’s main target today is over 30 years of age.
Do you consume any of these social networks? If yes, how often? This is just a snippet of how networks are relevant and increasingly conquering important spaces to entertain, sell, inform and interact with other people. This trend will certainly impact your business or project, regardless of the segment in which it operates
