Last month, Buzzmonitor mapped the presence of content about the date on social media
In the period from 10/9 to 9/10, Buzzmonitor mapped the presence of content about Children’s Day on social media, with the aim of understanding which brands and products are receiving attention on the date.
According to a study, publicity was intensified just on the eve of Children’s Day. With the arrival of the month of October (2/10) the promotion of products and actions aimed at children began to gain more consistency, reaching their peak on 9/9, the study’s cutoff date, when there were 12.8% of posts from the period (10/9 to 9/10). In the period accumulated, Children’s Day had 42,106 children.
A behavior that deserves to be highlighted is the drop in publications on Sundays (9/24, 10/1 and 10/8), the result of strategies linked to prime engagement hours.
Instagram is the social network that contains the most publications today, with 80.7% of posts. Next we have Facebook (12%%) and X, formerly Twitter, (7.4%). Mentions referring to Children’s Day are mostly made by women (54.8%) with a predominance of positive sentiment in the posts (94.5%).
We Pink, a brand owned by influencers Vignia Fonseca and Samara Pink, was the highlight of engagement on Instagram. The brand launched its children’s cologne “My Baby Star” on the eve of Children’s Day (8/10). As a result, the brand gained prominence among the most engaged posts on Instagram, occupying second and third place among the top posts.
The post featuring Maria Alice, daughter of Virgnia Fonseca, promoting the perfume, reached 39.7 thousand interactions. The post by Samara Pink and her son, Miguel, had 23.6 thousand interactions.
Retailers are taking advantage of the date to promote toys and clothing items and accessories. The list of posts with the highest engagement on Instagram includes the Romanel line in partnership with Disney (18.9 thousand interactions on posts about rings and 5 thousand interactions on posts about earrings), Havan t-shirts with a Spider-Man theme (4.9 thousand interactions ) and Marisa’s special DC Comics and Marvel showcase (2.7 thousand interactions).
Other retailers that ranked among the 26 posts with the highest engagement are: Americanas promoting its toy selection (5.7 thousand interactions) and the Lojas Marabraz Children’s Day draw (3.7 thousand interactions).
The study shows that, despite the restrictions on social networks regarding the creation of accounts for minors, the role of child influencers is on the rise. This impacts the dynamics of brand advertising on dates such as Children’s Day, which follow common advertising guidelines.
