- March 24, 2020

Consumption of social networks in Brazil during the Coronavirus pandemic

Nara Campos
Nara Campos
Senior Analyst, Syndicated Client Insights

As the global Coronavirus crisis grows, consumers are making changes to the way they interact with content on social media. This post brings together some of the changes in consumer trends and the impact on the brands present in the social network.

1) When analyzing the total content produced by the brands from March 1-18 compared to the same period last month, a decrease of 3% is observed. In comparison to the same period in January, growth is 7%. During the growth of the pandemic, some brands became slightly more hesitant to post on their social platforms. The total number of shares fell 9% compared to last month, but the number of shares during March 1-18 is still 2% higher than the total number of shares during the same period in January. The number of shares per post in March fell both in comparison with February (-5%) and January (-5%), which could indicate that brands are not being as effective in driving audience engagement during this period.

All Brands (Year 2020)

January

February

March

March vs January

March vs. February

Actions (CP)

413,813,519

461,063,288

421,217,437

2%

-9%

Content (CP)

306,934

340,552

329,931

7%

-3%

Actions Per Post (CP)

1,348

1,354

1,277

-5%

-6%

Source 1: Shareablee - Facebook, Twitter and Instagram. Total Actions: the sum of all reactions, likes, comments, shares, retweets or favorites received on content posted by property on Facebook, Twitter and Instagram. Period: January 1st to 18th, February 1st to 18th, March 1st to 18th.

2) Government and Health categories stand out when we analyze the isolated categories both in growth and in volume of shares, content and shares per post.

Government (Year 2020)

January

February

March

March vs January

March vs. February

Actions (CP)

1,424,177

2,057,367

2,566,310

80%

25%

Content (CP)

3,995

5,013

5,363

34%

7%

Actions Per Post (CP)

356

410

479

34%

17%

Shares (CP)

224,565

344,773

617,982

175%

79%

Health

January

February

March

March vs January (*)

March vs. February (*)

Actions (CP)

703,534

726,277

802,357

14%

10%

Content (CP)

807

812

858

6%

6%

Actions Per Post (CP)

872

894

935

7%

5%

Shares (CP)

14,282

24,799

20,758

45%

-16%

Source 2: Shareablee - Facebook, Twitter and Instagram. Total Actions: the sum of all reactions, likes, comments, shares, retweets or favorites received on content posted by property on Facebook, Twitter and Instagram. Shares: The total number of times the specified property's posts were shared or retweeted during the defined time period on Facebook and Twitter NOTE: Shares is not an Instagram metric.
Period: January 1st to 18th, February 1st to 18th, March 1st to 18th.

3) All metrics increased for publishers except shares per post. One hypothesis is that the audience is unable to engage proportionally with the increased volume of posts published. Despite this, the increase in shares (16% over the previous month) is notable, demonstrating the interest of the audience in reverberating the content of publishers in their social accounts.

Publishers

January

February

March

March vs January

March vs. February

Actions (CP)

178,557,046

173,456,861

182,627,320

2%

5%

Content (CP)

74,691

80,658

87,712

17%

9%

Actions Per Post (CP)

61,443

53,480

47,755

-22%

-11%

Shares (CP)

6,308,250

6,197,520

7,172,876

14%

16%

Source 3: Shareablee - Facebook, Twitter and Instagram. Total Actions: the sum of all reactions, likes, comments, shares, retweets or favorites received on content posted by property on Facebook, Twitter and Instagram. Shares: The total number of times the specified property's posts were shared or retweeted during the defined time period on Facebook and Twitter NOTE: Shares is not an Instagram metric Period: January 1st to 18th, February 1st to 18th, March 1st to 18th.

4) The post with the greatest engagement during March 1-18, both on Facebook and Instagram, was from Cervejaria Ambev, promoting the brand's action in transforming the brewery's alcohol into alcohol in gel filled in the packaging itself. This demonstrates that, at the moment, relevant actions that have a direct impact on this new reality will achieve greater engagement with the audience.

Brand

Post

Total Actions Facebook

Total Actions Instagram

Cervejaria Ambev

556,067

712,371

Source 4: Shareablee - Facebook and Instagram - All brands . Content Explorer. Total Actions: the sum of all reactions, likes, comments, favorites received on content posted by property on Facebook or Instagram. Period: January 1st to 18th, February 1st to 18th, March 1st to 18th.

Coronavirus Insights

Read our ongoing updates on shifting consumption trends and the resulting impact on the advertising and media industries on comscore.com/Coronavirus.

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