Buzzmonitor found that 32% of the posts with the most engagement between January 6th and February 6th had the party as their theme
Carnival starts long before February. Both for companies, because of the organizations, and for the public who are already starting to look for the clothes they will wear during the festival days, whether on the avenue or in the traditional street blocks.
For brands, the logic is the same and, according to a survey by Buzzmonitor Analytics Pro, the subject of Carnival occupied a third of fashion retailers’ tolls between January 6th and February 6th.
The study analyzed the 20 posts with the highest number of engagement from five companies, namely Renner, Riachuelo, C&A, Shein and Pernambucanas, totaling 100 posts mapped.
According to the research, 32% of the brands’ most engaged posts had Carnival as their theme and Riachuelo was the one that addressed the subject most during the period, dedicating 60% of its main posts to this event.
Carnival was also very present in the content of C&A and Pernambucanas, accounting for 40% and 35% of their main posts, respectively. Renner and Shein dedicated a relatively small percentage of their main posts to Carnival, 5% and 20%, respectively.
Other themes were also covered during the period, such as “Summer” with 24%, “Back to school” with 10% and “Sportswear” with 9%.
Engagement
In the accumulated posts of the brands analyzed, those that stood out in terms of engagement were Shein, Renner and C&A, occupying the first, second and third positions respectively.
In common, the three contents address Carnival in the format of Reels and showed ideas for creative productions for the festivities.
Influencers
According to Buzzmonitor, of the 10 best content about Carnival, half of them had the presence of influencers to amplify the brands’ message.
Riachuelo and C&A invested in influencer marketing by partnering with profiles of different audience sizes, ranging from those with more than 300 thousand followers to micro influencers with 10 thousand followers.
Furthermore, the study also found that brands are bringing more diversity to their posts and among the 10 most engaged contents, 30% have the presence of fat women and another 30% have black people.
