According to a study by the platform, 93% of Brazilians who use the network are interested in the World Cup that will take place in November, in Qatar.
136 days from now, the 2022 World Cup will start, which will be hosted in Qatar from November. And, according to a survey carried out by Twitter in partnership with DWI, 93% of Brazilians who use the network are interested in the World Cup, and 53%, in addition to being fanatics, intend to follow all the championship games.
These numbers are 23% higher compared to other platforms and, according to the survey, it is with this audience that brands have opportunities to connect legitimately and in real time over the next few months on Twitter.
In 2021, football was the third most talked about topic on Twitter, with more than 321 million tweets and, according to the study, 73% of those who are on Twitter believe that the platform improves the experience of watching World Cup games.
According to the survey, this scenario gives brands the chance to establish a meaningful connection with the audience at different times, and not just during broadcasts.
“The world football event is a great opportunity for brands and Brazilians to expect them to go beyond the basics: 81% of fans of the event on Twitter want to see brands aligned with stories about inclusion, empathy and unity. necessary that they have a tone of voice, legitimacy in speech and connections with the audience defined”, said Rafael Camilo, leader of Twitter Next in Brazil.
Among the most searched content by people who are interested in the world football tournament on Twitter are light and funny materials (41%), exclusive interviews (38%), contests (38%), backstage (36.5%) and solidarity and causes (35%). In addition, games, streaming, technology and soap operas are some of the common interests of those who enjoy the event.
“The study showed that 76% of people on Twitter believe that the association of brands with the world football event is positive. The network allows the experience of following championships to be more immersive, generating more and more conversations and memes that go beyond the timeline and became a topic at the bar table”, added Vinícius Magalhães, content sales manager at Twitter Brasil.
The survey was presented at an event at the Twitter Brasil office, this Thursday (7), which was attended by executives from Twitter, former player Cafu, Angélica Souza, from channel Dibradoras and Luiz Carvalho, from Movimento Verde Amarelo. .
The survey was carried out with more than 6 thousand people in 6 different markets, including Brazil, between March and April 2022.
