Study by Ampla captures the main conversations on social networks about São João do Nordeste
The June period represents an important Brazilian cultural moment, especially in the Northeast, where the main festivities of the country are concentrated. For this reason, the Ampla agency’s business intelligence team focused on conversations on social networks to develop the São João do Nordeste report. Warm up 2023, which includes information, insights and behavioral trends. The objective is to help companies develop the best strategy to create a connection and a relevant presence for brands at the event that moves the northeastern economy so much at this time of year.
Party mentions were analyzed in 25,000 messages captured through keyword searches between March 1 and May 21, 2023, considering active users on social networks, news sites and blogs. The data used to carry out this study include information made available by the public API of the monitored networks.
Women were the most active in the analyzed period, accounting for 44% of the conversations. In addition to talking about how they will enjoy the June parties, they are also the ones that produce the most content. Of the users analyzed, almost a third generated an agenda on recipes, makeup, decoration, among other subjects.
Men, with 22% of the posts, cited mainly music, parties, food and clothing. The presence of brand profiles is relevant, accounting for 34% of all buzz. These brands appear mainly in publicizing events and sponsoring June festivals.
For Eduardo Breckenfeld, CSO of Ampla, this moment provokes a great movement of brands that seek to take advantage of the date with the objective of generating visibility and a greater connection with consumers in the region. Therefore, it is fundamental that we are always attentive to people’s behavior and identify possible themes and opportunities for content and activations for our customers”, he says.
Phelipe Menezes, head of Social Intelligence at the agency, recalls: “So Joo has been winning social media for some time now, with conversations around parties, artists, music, cuisine, drinks, clothing, decor and other peculiarities”.
The high point of the conversations generated are the face-to-face parties and attractions. The public’s expectation is great to resume the celebrations in the interior of the States and it is these events that drive the other themes categorized in this study, such as clothing, dances, in addition to the consumption of drinks and food. The most used hashtag in the Northeast #SoJoo. In other regions of Brazil #FestaJunina is the most common.
According to the study by Ampla, Instagram and TikTok dictate trends in music, recipes and clothing. The search for decorating ideas is a common topic on all networks. The brands, it is clear from the survey, also prefer to use Instagram to talk about São João do Nordeste. In all, it represents 55% of everything that was said about the Festa Junina, especially when the subject was about parties, music and clothing.
You can access the complete study by clicking here.
(Image credits: Nathalia Segato/Unsplash)
