Social media is no longer just about entertainment. Today, it shapes behaviors, influences purchasing decisions, affects elections, and can even build or destroy reputations in minutes.
But how are Brazilians using these platforms in 2025?
And, more importantly, what does this reveal for those working in digital marketing?
That's why, in this post, On presents the main insights from a national Globo survey, with more than a thousand respondents. In fact, the analysis points to paths for those seeking digital relevance with strategy and purpose.
The profile of the Brazilian social media user
According to the survey, 98% of Brazilians are heavy users on at least one social network. In addition, on average, each person uses six different platforms.
Gen Z, for example, is more selective: 80% have already rejected at least one network.
What this means for digital marketing:
Consequently, your strategy needs to be multichannel and take into account the particularities of each generation. After all, being present isn't enough; you need to understand how the audience behaves in each environment.
Trust is decisive for converting
Half of the audience has already bought something through social media.
But, on the other hand, that same percentage is also afraid of scams and fraud.
Among respondents, 66% only buy from brands they already know.
In practice:
Therefore, Social Commerce requires more than digital presence.
Consumer trust is built through transparency, useful content, coherent partnerships, and a clear identity.
Social media as a discovery tool
The survey also shows that 83% of users use social media to search for products, services, and information.
In addition, 80% stay up to date through these platforms.
The most curious data point is that 67% consider social media their main source of news.
Why this matters:
In this sense, your brand's first impression can happen in a Story, a Reel, or a short video.
This way, if your content isn't prepared to make a positive impact, you might be losing valuable opportunities without even realizing it.
The crisis of attention and authenticity
Currently, 74% of people say they worry about the time they spend on social media.
Additionally, more than half are afraid of being judged when commenting or posting.
And, among those who interact with ads, 72% consider the amount of advertising excessive.
On top of that, practices like astroturfing (advertising disguised as genuine opinion) are undermining users' trust.
What your brand needs to do:
Given this, be direct, honest, and creative.
Because the audience is tired of empty promises. So, those who communicate with authenticity stand out.
What's next
Brazil remains connected, but with an increasingly demanding audience.
Less quantity. More quality.
Less noise. More strategy.
In short, if your brand still treats digital marketing as an obligation, you might just be feeding the algorithm without seeing concrete results.
At On, we turn behavior into action, and data into strategy.
So, who will understand how to apply this to their business?
