The Social Media Landscape in Brazil 2015

THE
SOCIAL
MEDIA
LANDSCAPE
IN BRAZIL
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Sprinklr 2015. All rights reserved.
CONTENTS
03 Introduction
04 The Market Overview
EDITORIAL
Uyen Nguyen
06 The Social Media Landscape

08 Some Tips for Global Success
10 Brazil: Your Next Step
DESIGN
Sarah Kang
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info@sprinklr.com
tel: (917) 933-7800
THE SOCIAL MEDIA LANDSCAPE IN BRAZIL
INTRODUCTION
Lets play a little word association. What terms come up when
you think of Brazil? Most likely futebol, caipirinhas, and samba.
Well now, its time to add meios de comunicao sociais
social media to that list.
Maybe youre a large enterprise that has mastered the art of
social in one or two international markets. Or maybe youre a
younger company exploring beyond your borders for the very
first time. Either way, youve got your sights set on expanding
your global digital presence, but youre not exactly sure how
(or where) to proceed.
In this whitepaper, we explain why Brazil could be should be
your next social media frontier.

THE GENERAL LANDSCAPE

To understand the opportunity for brands in Brazil, youll
first need to understand the overall landscape. There are a
few factors at play that make Brazil a leading candidate for
global expansion.
LARGE (AND YOUTHFUL) POPULATION

Brazil is not only the sixth most populous country in the world
with 202 million inhabitants, its also home to a rather young
population. Around 85% of the country is under the age of 55
and 40% is under the age of 25. To put things in perspective, only
33% of the United States, 32% of Chinas, and 30% of the United
Kingdoms population are under the age of 25.
HOPEFUL ECONOMY
QUICK FACTS ABOUT BRAZIL
202,000,000
Over the past few years, Brazil has been solidifying its position
as the superpower of South America. Its currently ranked eighth
worldwide in terms of GDP (purchasing power parity) with $3.073
trillion USD, beating all other South American countries. But
its not all roses and sunshine for Brazil. About one-fifth of the
population lives below the poverty line, the unemployment rate
rose to 5.9% from 5.1% last year, and the country is currently
fighting its way through a recession.
inhabitants
Despite these uncertainties, economists still maintain a positive

long-term outlook for the country. As Jose Carlos Faria,
chief Brazil economist for Deutsche Bank, said in April 2015,
the economy is undergoing important adjustments that are
necessary to shore up confidence and pave the way for a
future recovery. Looks like things might get slightly worse before
they get better, but there is a light at the end of the tunnel.
under the age of 25

85%
under the age of 55
40%
8th
in worldwide GDP ranking
Source: CIA Factbook, 2015.
QUICK FACTS ABOUT

BRAZILS INTERNET USERS
AVID INTERNET USAGE
76%
The internet penetration rate in Brazil isnt ideal. Less than half of
Brazilians (48%) use the internet. When compared to the United
States, where 87% of the population is online, a 48% penetration
rate doesnt look great. That being said, its still nearly 100 million
people that access the internet certainly not a meager number
by any account.
5 hours
Those who do use the internet, really, really, really use it.
of users access
the internet every day
spent online daily

(during weekdays)
4.5 hours
spent online daily
(during weekends)
Among internet users, the exposure rate is intense 76% of

internet users access the internet every day, logging on for an
average of 5 hours on weekdays and 4.5 hours on weekends.
When you look into specific demographics, the exposure
rate increases dramatically. About 72% of those with higher
education, for example, access the internet every day, spending
an average of nearly six hours surfing the web daily.
Internet usage has also been steadily climbing in recent years.
In 2014, only 26% of Brazilians used the internet every day;
one year later, that number jumped to 37%.
Brazil might not lead the world in terms of internet penetration,
but it pulls in impressive engagement numbers. And as the
Brazilian economy improves and the middle class expands
it grew 50% within the past decade we expect to see more
internet users, and consequently more social media users.
NO FIREWALL
Source: Secretaria De
Communicao Social Da
Presidncia Da Repblica, 2015.

When companies start thinking globally, China is an obvious

market choice. The super-duper-superpower nation
ranks in the top three worldwide in GDP. It also holds the largest
population worldwide with 1.3 billion inhabitants.
5
Unfortunately, censorship under the The Golden Shield Project

popularly dubbed The Great Firewall makes it difficult for
foreign brands to break through, especially when it comes to
digital. Sites like Facebook, YouTube, Twitter, Instagram, and
Google+ (really, the entire Google world) are still blocked in
China. So if the majority of your brands social presence is
rooted in any of these major networks, youll find yourself in
a bit of a predicament.
Brazil, on the other hand, is very much Facebook-philic. In fact,
the majority of the go-to social networks your brand already
uses are openly welcomed. This makes Brazil an easier (and
arguably more logical) passageway into the global scene.
THE SOCIAL MEDIA LANDSCAPE

Now that you have a broad overview of Brazils general
landscape, lets take a deeper dive into the current internet
and social media scene. How are people spending time on the
internet? To keep up with the news, to study, and of course, to
socialize. If someone has access to the internet, he or she is
almost certainly on social media. Among internet users in Brazil,
92% are connected to social networks.
Heres what you need to know about these Brazilian
social media users:
THEYRE VERY SOCIAL

The average time spent on social media each day (among social
media users) is 3.8 hours. In the United States, that number is
just 2.7. A large number of internet users also report being always
connected to social networking apps: 89% are continually logged
onto Facebook, 87% on WhatsApp, and 63% on Instagram.
BRAZILS SOCIAL MEDIA USERS ARE

ALWAYS CONNECTED TO SOCIAL
89%
are always connected

to Facebook
87%

to WhatsApp
THEYRE YOUNG
According to a study of 1,500+ internet users, social networking
is a regular habit for 90% of people between the ages of 15 and
32. On average, this age group has seven social media profiles
the main ones being Facebook, where 96% have a profile,
followed by YouTube (79%), Google + (67%), and Twitter (64%).
63%

to Instagram
Source: Latin Link, 2014.

FACEBOOK IS STILL THE #1

SOCIAL NETWORK IN BRAZIL
percentage of the total national
population using different social
networking or messaging platforms
in January 2015
Source: We Are Social, 2015.
25%
FACEBOOK
24%
WHATSAPP*
22%
FACEBOOK
MESSENGER*
14%
SKYPE
13%
GOOGLE+
10%
INSTAGRAM*
11%
9%
6%
6%
TWITTER
LINKEDIN
BADOO
PINTEREST
*applications owned by Facebook
THEYRE STILL IN LIKE WITH FACEBOOK
MOST IMPORTANTLY: THEY TRUST THIS MEDIUM
Facebook ended 2014 with 91 million monthly users in Brazil,

compared to 83 million at the beginning of 2014. This growth
is quite impressive, since there are rumors of Facebook losing
popularity in other leading markets. A study conducted by
researchers at Princeton University, for example, predicted that
the site would lose 80% of its peak userbase by 2017. In Brazil,
however, Zuckerbergs brainchild is thriving. Its still the most
widely used social media platform; one quarter of Brazils total
population used the network in January 2015.
Social media isnt just a mindless recreational activity in Brazil

its a trusted establishment. In a survey of 2,800+ subjects in
172 municipalities, social media was reported as the second
most reliable institution (63%). It landed behind the press by just
two points (65%), and was miles ahead of congress (19%) and
political parties (18%). This trust presents a huge opportunity
for brands to build long-term relationships with audience
members via digital channels.

SOME TIPS FOR GLOBAL SUCCESS

Global domination requires planning. So if you do make the
choice to head to Brazil, there are a few things to keep in mind
as you start preparing.
COMPREHENSIVE GOVERNANCE
Its one thing to manage your employees social media activities
when everyone is sitting in a centralized location; its quite
another when theyre thousands of miles away.
In order for everyone to communicate in one unified brand voice
while being aware of the compliance requirements unique
to your industry and market and to do this all in real-time,
youll need a sophisticated governance structure. This means
the ability to quickly route messages through all the necessary
checkpoints, configure user roles and permissions, proactively
react to crisis situations, and more.
Once you go global, having a birds-eye view of your social
media program will be more difficult, and important, than ever.
Governance isnt something you should leave until the last
minute to plan out.
UNIFIED REPORTING
One of the setbacks of relying on disparate point solutions (or
native apps) is the lack of unified reporting. The most you can
do with this setup is to cobble together different reports, after
quite a bit of mucking around in the data, and hope for the best.

Theres no guarantee that the data sets are congruent with one
another. And you cant always pull the metrics your team needs
you simply get what you get. This isnt sustainable as your
social media team grows.
To avoid these hassles, having all your social networks, teams,
and campaigns on the same platform is recommended. Unified
reporting, via a integrated platform, allows you to track trends
on markets, customers, product, and operations with a few
mouse clicks or swipes of your fingers. This means youll be
able to reliably and validly report on the performance of your
new market, then roll that up into an overarching report on your
brands social health. No headaches necessary.
LOCAL REPRESENTATION
Brazil currently ranks 126th out of 183 countries in the World
Banks annual global report on the ease of starting a business.
It takes about 13 procedures and 119 days of work to start
a business in Brazil. Theres also a handful of government
corruption scandals making headlines regularly.
For these reasons, youll want to have someone on the scene
as you build out your market presence in Brazil whether
thats by leveraging a partner that offers support there or having
your own people on the ground. Having a local representation,
day in and day out, will be invaluable as you cut through all
the red tape.
CENTRALIZED ASSET MANAGEMENT

Following a colossal 2014 World Cup effort, Brazil will take
center stage again as it hosts the Rio Olympic Games next year.
This marketing dream-come-true only happens once every so
often; for brands that want a piece of the action, cross-team
collaboration is key.
Adidas, official sponsor of the World Cup, gave the world a
perfect example of global collaboration last year. The brand went
#allin and created a social experience that leveraged a massive
amount of content. Around 1,000 images and 160 videos of
100+ Adidas-sponsored players, for instance, were created for
use in real-time marketing opportunities. As the tournament
unfolded, the brands social media team tapped into this content,
profiling star players, tweeting about killer goals, and highlighting
teams still in the running.
Its the first time weve seen an advertiser be reactive during a
sporting event on YouTube, said Rob Pilgrim, industry manager
at Google London, remarking at the brands impressive ability
to do real-time marketing with video. The numbers echoed
Pilgrims sentiment. Adidas was the most talked about brand
during the World Cup and saw an increase of 5.8 million
followers across their social channels.
The 2016 Olympics offers brands a similar opportunity for
marketing greatness. But in order to successfully pull off a
massive, integrated campaign that involves different teams in
different regions, youll need to streamline your collaboration.
This means instituting a sophisticated workflow structure to
expedite approvals. It also means establishing a centralized
location for all your content and digital assets.

There are a few ways to achieve this a simple Dropbox

folder will go a long way if youre thinking small-scale.
For global brands wanting to go the Adidas route, however,
integrating an asset manager into your social media
management platform is recommended. This will result in
better workflow, more accurate reporting, and optimized
communication among your internal team.
INTEGRATION ACROSS YOUR TECHNOLOGIES

Weve dropped the word integrate a few times in this
whitepaper. Theres a reason for this. You need integration
across your technologies in order to win in Brazil (or really any
global market).
If youre using one tool for social monitoring, but another for
analytics, and yet another for engagement the list goes on
youre not maximizing your potential on social. If anything,
youre setting yourself up for failure.
The main problem: these software pieces dont really talk to
one another. They dont fit. Thats all fine, until you realize one
day that you dont have reliable data about your global social
media presence, or a unified view of your global customers.
This is why its so vital to integrate your technologies. This can be
done manually you take it upon yourself to make sure all your
social media tools synchronize with one another. Or you can
partner with a full-service technology provider. The latter option
gives you all the digital capabilities your brand needs. And even
better: all these technologies operate on the same system and
integrate naturally.
BRAZIL: YOUR NEXT STEP

We wont lie to you: theres room for improvement in Brazil
both politically and economically. But this doesnt take away
from the opportunities offered by the country. More and more of
the Brazilian population is getting access to social networks each
day. And once they log on, they stay connected. For brands that
do their research and prepare thoroughly, its the chance to be
at the forefront of the worlds next leading market.
If youre looking to jump-start or enhance your global social
media presence, now might be a good time to say sim to Brazil.

10
Sprinklr is the most complete enterprise social media management

technology in the world, purpose-built for large companies to
drive business outcomes and manage customer experiences
across all touch points. Called the most powerful technology in
the market by Forrester Research, Sprinklrs fully integrated social
media management software powers more than four billion social
connections across 77 countries. Headquartered in New York City
with more than 550 employees globally, Sprinklr is revolutionizing
customer engagement for more than 750 top enterprise brands,
including IHG, Intel, Microsoft, Samsung, and Virgin America, and
partners like Deloitte, Accenture, R/GA, Golin, and AKQA. For more
information, visit sprinklr.com or tweet us @sprinklr.
sprinklr.com
info@sprinklr.com
tel: (917) 933-7800
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29 West 35th Street, 7th floor
New York, NY, 10001, USA

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sprinklr.com info@sprinklr.com (917) 933-7800

06 The Social Media Landscape

tel: (917) 933-7800