The social-media-landscape-in-brazil

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© Sprinklr 2015. All rights reserved.
1
THE
SOCIAL
MEDIA
LANDSCAPE
IN BRAZIL

EDITORIAL
Uyen Nguyen
DESIGN
Sarah Kang
sprinklr.com
info@sprinklr.com
tel: (917) 933-7800
CONTENTS
03 Introduction
04 The Market Overview
06 The Social Media Landscape
08 Some Tips for Global Success
10 Brazil: Your Next Step

THE SOCIAL MEDIA LANDSCAPE IN BRAZIL
3
INTRODUCTION
Let’s play a little word association. What terms come up when
you think of “Brazil”? Most likely futebol, caipirinhas, and samba.
Well now, it’s time to add meios de comunicação sociais –
social media – to that list.
Maybe you’re a large enterprise that has mastered the art of
social in one or two international markets. Or maybe you’re a
younger company exploring beyond your borders for the very
first time. Either way, you’ve got your sights set on expanding
your global digital presence, but you’re not exactly sure how
(or where) to proceed.
In this whitepaper, we explain why Brazil could be – should be –
your next social media frontier.

4
THE GENERAL LANDSCAPE
To understand the opportunity for brands in Brazil, you’ll
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, it’s 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 China’s, and 30% of the United
Kingdom’s population are under the age of 25.
HOPEFUL ECONOMY
Over the past few years, Brazil has been solidifying its position
as the superpower of South America. It’s currently ranked eighth
worldwide in terms of GDP (purchasing power parity) with $3.073
trillion USD, beating all other South American countries. But
it’s 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.
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.
QUICK FACTS ABOUT BRAZIL
202,000,000inhabitants
85%under the age of 55
40%under the age of 25
8th
in worldwide GDP ranking
Source: CIA Factbook, 2015.

5
AVID INTERNET USAGE
The internet penetration rate in Brazil isn’t 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 doesn’t look great. That being said, it’s still nearly 100 million
people that access the internet – certainly not a meager number
by any account.
Those who do use the internet, really, really, really use it.
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
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.
76%of users access
the internet every day
5 hoursspent online daily
(during weekdays)
4.5 hoursspent online daily
(during weekends)
QUICK FACTS ABOUT
BRAZIL’S INTERNET USERS
Source: Secretaria De
Communicação Social Da
Presidência Da República, 2015.

6
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 brand’s social presence is
rooted in any of these major networks, you’ll 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 Brazil’s general
landscape, let’s 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.
Here’s what you need to know about these Brazilian
social media users:
THEY’RE 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%).
THEY’RE 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.
BRAZIL’S SOCIAL MEDIA USERS ARE
ALWAYS CONNECTEDTO SOCIAL
Source: Latin Link, 2014.
87%are always connected
to WhatsApp
to Instagram
to Facebook

7
25%
FACEBOOK
22%
FACEBOOK
MESSENGER*
24%
WHATSAPP*
10%
INSTAGRAM*
13%
GOOGLE+
11%
TWITTER
14%
SKYPE
9%
LINKEDIN
6%
PINTEREST
6%
BADOO
THEY’RE STILL IN LIKE WITH FACEBOOK
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, Zuckerberg’s brainchild is thriving. It’s still the most
widely used social media platform; one quarter of Brazil’s total
population used the network in January 2015.
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
MOST IMPORTANTLY: THEY TRUST THIS MEDIUM
Social media isn’t just a mindless recreational activity in Brazil –
it’s 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.
Source: We Are Social, 2015.
*applications owned by Facebook

8
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
It’s one thing to manage your employees’ social media activities
when everyone is sitting in a centralized location; it’s quite
another when they’re 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,
you’ll 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 bird’s-eye view of your social
media program will be more difficult, and important, than ever.
Governance isn’t 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.
There’s no guarantee that the data sets are congruent with one
another. And you can’t always pull the metrics your team needs
– you simply get what you get. This isn’t 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 you’ll be
able to reliably and validly report on the performance of your
new market, then roll that up into an overarching report on your
brand’s social health. No headaches necessary.
LOCAL REPRESENTATION
Brazil currently ranks 126th out of 183 countries in the World
Bank’s 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. There’s also a handful of government
corruption scandals making headlines regularly.
For these reasons, you’ll want to have someone on the scene
as you build out your market presence in Brazil – whether
that’s 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.

9
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 brand’s social media team tapped into this content,
profiling star players, tweeting about killer goals, and highlighting
teams still in the running.
“It’s the first time we’ve seen an advertiser be reactive during a
sporting event on YouTube,” said Rob Pilgrim, industry manager
at Google London, remarking at the brand’s impressive ability
to do real-time marketing with video. The numbers echoed
Pilgrim’s 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, you’ll 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 you’re 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
We’ve dropped the word “integrate” a few times in this
whitepaper. There’s a reason for this. You need integration
across your technologies in order to win in Brazil (or really any
global market).
If you’re using one tool for social monitoring, but another for
analytics, and yet another for engagement – the list goes on
– you’re not maximizing your potential on social. If anything,
you’re setting yourself up for failure.
The main problem: these software pieces don’t really “talk” to
one another. They don’t fit. That’s all fine, until you realize one
day that you don’t have reliable data about your global social
media presence, or a unified view of your global customers.
This is why it’s 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.

10
BRAZIL: YOUR NEXT STEP
We won’t lie to you: there’s room for improvement in Brazil –
both politically and economically. But this doesn’t 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, it’s the chance to be
at the forefront of the world’s next leading market.
If you’re looking to jump-start or enhance your global social
media presence, now might be a good time to say “sim” to Brazil.

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, Sprinklr’s 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
Sprinklr NY
29 West 35th
Street, 7th floor
New York, NY, 10001, USA

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