enter no Big Brother BrasilIt is still a dream for many people, especially due to the positive impact on social networks, often guaranteeing a new profession and high income from contracts, advertisements and media exposure. However, the 2024 edition shows that, unlike previous years, just being part of the house does not guarantee more millions of fans and relevance on the networks, much less positive engagement.
This is what the new analysis from NetCos, an agency specialized in influencer marketing, shows. The survey, carried out using the company’s monitoring tools and using Instagram as a base, made a comparison between the number of followers before the announcement of reality participants and February 7, which represents this first month of the program.
Anyone who thinks that you need to be a box seat to stand out initially is wrong: after all, the Top 3 in number of new followers has two popcorn poppers who occupy the first and second positions. Davi Brito, with a newly created profile for BBB and less than 100 followers on the day of the announcement, is already approaching four million followers on the platform.
J Beatriz Reis went from just over five thousand followers to reaching 3.5 million followers on Instagram in the first days of attraction. Another great highlight among the hitherto unknowns is Isabelle Nogueira, who attracted 1.7 million new followers, reaching the 2 million mark, with the fourth biggest growth.
Yasmin Brunet was the attraction’s initial highlight among the boxes, gaining 2.3 million new followers, reaching 6.7 million. The three participants who grew the most in followers on Instagram (Davi, Beatriz and Yasmin) together gained almost 10 million new followers. It is worth mentioning that, in just the last 15 days, Yasmin Brunet, as well as Leidy, had a drop in their total number of followers, they were the only ones who showed this decline.
Beatriz, Davi and Isabelle stand out on the networks at the beginning of the season, as they quickly won over the public, whether through their life stories and charisma, or through conflicts within the house. Among the 10 participants with the highest absolute growth, less than half of the cabin group, highlights Marta Cardoso, head of data at NetCos.
As an example of a box whose numbers should not boost, so far, post-BBB life, we have the case of Vanessa Lopes, who dropped out of the program, who mentioned having more than 40 million followers in total, considering the 30 million on Tiktok and 14 million on Instagram. A success on the networks, it was only in eighth place in growth, with 1.5 million new followers, behind participants who were anonymous a few days ago. This roughly corresponds to just a 10% increase on its original base.
It is also worth highlighting cases such as that of the singer Rodriguinho, who reached 4.1 million. However, it is not necessarily with a majority of positive signs, on the contrary. The analysis clearly demonstrates that, for better or for worse, BBB has a profound impact on the digital presence of participants, but perhaps few will be able to explore this growth prominently when they leave the house.
Many of the 26 participants did not even reach the 200,000 new followers mark, even with the great exposure offered by the first 30 days of the program. The list of those who attracted the least new followers is made up of Michel (128 thousand in total), Thalyta Alves (114 thousand), Juninho (111 thousand), Lucas Henrique (103 thousand) and Maycon Cosmer (today, with just 86 thousand).
There is already a selection of the public’s favorites: the Top 10 with the highest number of new followers corresponds to four times the sum of all the other 16. a very significant difference. Even so, it is important to highlight that, even gaining fewer followers, generating high and positive engagement is much more interesting for an influencer than a base inflated by haters or just curious people, who are unlikely to stick around after the program, explains Marta Cardoso, head of data from NetCos.
Fremember
More than the cold indication of growth, the study reveals that such numbers can be a sensor of how much each person has enjoyed during their stay, but they also speak a lot about the ability of their conduct in reality to reverberate on the networks. Among the factors involved in potential growth, personality, charisma, behavior and interaction with the public stand out.
The visibility of an open TV program is very different from the content recommendations of network algorithms. Often, influencers who communicate with their community, even in large bubbles of millions of followers, do not achieve accelerated growth on the networks as is possible in the face of the immense audience of the reality show, comments Marta Cardoso, from NetCos
Lies for brands
According to the executive, there is once again a lesson for brands not to get attached to absolute numbers on social networks to choose the best marketing strategy, especially when it comes to defining the influencers of their initiatives.
“The communication and conduct of the participants can generate good results with the objectives of the campaigns. It is essential to understand the profile of each person and the product or service to be communicated on a case-by-case basis, says Marta.
The survey numbers reveal the performance of these first days, but they can also speak about the expectation created by viewers who want to see scenes from the next chapters.
This reinforces that brands should not just look at the raw numbers, despite the broad possibilities of taking advantage of the hype. It is always worth being cautious and carrying out a more qualitative analysis of how positive the participants’ stories can be in the context of the advertiser’s communication, reinforces the head of data at NetCos.
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