- 2020年3月24日

Consumption of social networks in Brazil during the Coronavirus pandemic

Nara Campos
Nara Campos
Senior Media Research Professional

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

了解更多我们后续对于媒体使用趋势变动,与其对广告及媒体产业造成的相关影响观察,请造访 comscore.com/chi/Insights/Coronavirus.

注册以获取最新数据与产业洞察报告通知
注册