With 99 million users, Facebook boasts the second-highest traffic of any site in Brazil. The social network’s enormous popularity with the country’s expanding middle class even earned Brazil the title “Social Media Capital of the Universe.” However, L2’s Digital IQ Index: Beverages finds few brands taking advantage of the social platform.
While 63% of local brands allow users to write posts on their Facebook pages, fewer than half respond to those wall posts – missing an opportunity for deeper engagement. Many brands also fail to leverage product posts. Out of the 80% of brands posting products on Facebook during the study period, only Baden Baden and Colorado monetized these promotions by linking fans to beverage e-commerce.
Brands are also missing out on the chance to share video content. Video posts earn 40% more interactions than non-video posts, according to the study. Yet only half of brands posted videos during the study period.
Local beer brand Brahma was an exception, posting more videos on Facebook than any other brand in the Index. The brand shared 107 videos during the study period –product videos, brand ambassador appearances, and event promotions –and they were viewed nearly 16 million times. Given Brazil’s impressive social media engagement, more brands could achieve the same.