propmark spoke to agencies that evaluated the new social network scenario for advertising
Bruna Nunes and Tayla Carolina
Off the air since August 30, X (formerly Twitter) returned to operating in Brazil this Tuesday (8). The platform was suspended after failing to comply with the STF (Supreme Federal Court) subpoena and was only released in Brazil after paying a fine of R$28.6 million.
As a predominant social network in the country, X was important for companies to have a digital presence and a strategic means of advertising.
As soon as it fell, the propmark evaluated how the suspension of
How will brands be impacted by the return of X/Twitter after suspension?
For João Finamor, professor of digital marketing at ESPM, the return of the network impacts the marketing market, as it has become a significant tool.
“Not only obviously for the production of content, especially generational when talking to generation Z, but also as a social listening tool since it is one of the platforms on which we can map and monitor conversations, we can find out what Brazilians are talking about , about interests and everything”, explains the expert.
Finamor also says that this applies to both those who create content and those who want to study digital. “So the return comes from collaborating on both points: in creation, for those who produce content, but also for those who want to analyze and understand a little more about digital behavior”, he highlights.
And for agencies?
Brunno Maceno, head of content at Jotacom, reveals that the agency is planning to return cautiously to the network, as they have had positive results when investing in “alternatives” such as Threads and BlueSky, mainly with brands such as Duolingo, Burger King and Carmed, which have always They were very present in the bird’s net. “Here at the agency, we are preparing to return with caution. […] These positive results made us look at these channels with new eyes and made us recalculate the route of what should be the focuses for direct contact with followers and interaction in real time.”
Furthermore, the head also comments that the return of users will be a thermometer. “In general, we understand that it is a time to analyze whether or not it is worth (re)investing our chips in X. Everything will depend on the users and their natural migration”, he adds.
For Performics, the return of X in Brazil represents another opportunity for interaction, but with challenges for agencies and brands. “OX enables quick connections between brands and audiences, with content that can go viral organically. This requires agencies to have more creative agility and constant monitoring of trends. But for agencies like Performics, specialized in performance and continuous optimization, the return of X is an opportunity to apply our expertise, creating more efficient and measurable campaigns”, says Rafaela Queiroz, managing director of Performics.
In relation to brands, Rafaela believes that the strategy needs to be strong with a view to safety. “For brands, X offers the chance to intensify their presence and relationship with consumers, expanding the reach of campaigns and direct interactions. However, it is necessary to be strategic to avoid reputational risks, ensuring that messages are perceived as authentic and relevant. In short, the return of X reinforces the need for an agile and integrated approach, where creativity, data and real-time adaptation converge to create impactful and safe campaigns for brands”, he explains.
AKM sees that discussions related to moderation and content freedom in general will still take place. “Although users are eager to return to the platform, it will still be possible to see a strong migration to networks where this freedom is still more unrestricted or less polished. It will be quite interesting to observe this movement, since people have already experienced other environments. Furthermore, this transformation reveals greater attention from the Brazilian Judiciary on social networks, which is an important advance for the regulation of actions in these spaces, essential for the security and sustainability of brands’ marketing strategies”, says Luma Machado, head agency strategy.
Ampfy believes that the return of X could be beneficial, but should be viewed with caution in order to verify the stability of the platform in Brazil. “We believe that the diversification of media, platforms and social networks is beneficial for both the end consumer and society, in addition to bringing advantages to brands and agencies. Therefore, it is positive to have more communication options available. We must consider that these platforms need to respect legislation and be aligned with social values. With this, having a transparent relationship with society, the return of X is great news. However, this also reveals an unstable institutional relationship. While we are excited about the platform’s return, we are taking a cautious stance. We will wait for the platform to achieve stability with regard to its institutional relationships before including it in advertisers’ plans”, highlights Douglas Bocalão, partner and COO at Ampfy.
We don’t know if political issues could impact it again or if it could be deactivated again in a month. Therefore, it is important that they return to Brazil and demonstrate stability to truly consolidate themselves as a competitive player in the market – Douglas Bocalão (Ampfy)
WMcCann sees this as a time for observation. “Brands will observe whether the impact will be similar to before, in addition to monitoring whether creators who have already established themselves on Bluesky and other networks will decide to return. It will, therefore, be an exercise in analyzing the behavior of both the public and the creators, with the aim of understanding the results. However, there will certainly be this spike in interest, and brands that see relevance in this movement will want to be present. However, it is not possible to say that they will return with the same strength as before or with great strategies and investments”, points out Larissa Magrisso, executive director of content at WMcCann.
DM9 noticed a reduction in investments in X before the lockdown in Brazil for different reasons. “For some time now, brands have been, in a certain way, reducing their investments in internet conversations, such as the Olympics, Rock in Rio and Big Brother Brasil. I believe that the second reason that has been pushing brands away a bit is the issue of healthiness, because being able to somehow relate to your community”, points out Cleber Paradela, VP of content and innovation at DM9.
The executive also believes that this is a time for caution for brands. “The platform also has other problems. We see this tug of war between the platform and the STF, with the Brazilian Justice, a reduction in the company’s brand safety and community security initiatives, so some actions that were disconnected, which, in a way, put at risk not only the community as well as the brands they sponsor, so there is this second movement that I believe the brands will return to sparingly, they will make decisions very cautiously and wait to see what the company’s next moves will be, before taking any investment decision on this platform”, concludes the executive.
See the brands’ first tweets since their return:
Duolingo:
I bought a billboard for nothing pic.twitter.com/2Bqum9dR0c
— Duolingo Brazil 🇧🇷 (@DuolingoBrasil) October 9, 2024
going back to eating for free and making money by making fun here
I’M BACK 🔥 pic.twitter.com/tqNrvbU9io
— Burger King BR 🔥 (@BurgerKingBR) October 9, 2024
less than an hour here and already asking me for things
TWITTER IS ALIVE https://t.co/JnbAadwDwC
— Burger King BR 🔥 (@BurgerKingBR) October 9, 2024
TNT’s energy has officially returned to X 😮💨⚡️
— TNT Energy Drink (@energydrinktnt) October 9, 2024
🇧🇷 Brazilians returning to X/Twitter 🇧🇷
PS: speeding up only on gifs from the internet. Respect speed limits. ✋ pic.twitter.com/4bvCbccHuW
— Chevrolet Brasil (@chevroletbrasil) October 9, 2024
X returned to Brazil:
ADM: Let’s go to Chicken Supreme Seara to celebrate this comeback 🧡 pic.twitter.com/NUGsBoJMbw— Seara Brasil (@seara_brasil) October 9, 2024
Credit: Photo by BoliviaInteligente on Unsplash
