37% prefer to receive product recommendations directly from brands

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Sharing content on social networks, which can be done through social media management platforms , seems to be mandatory for companies that want to stay relevant in the age of digital communication. At least that's what Capterra's new survey points out. After addressing the social networks most used by respondents , the second part of the series on the use of social networks in Brazil focuses on the analysis of how users interact with brands on these channels. The online survey had the participation of 1024 people from all parts of Brazil. They should be regular users of social media platforms, aged between 18 and 75, who make at least one online purchase every six months (see the full methodology at the end of the article) Worth knowing.

The first part of the Capterra study indicates that 4 out of 10 respondents (41%) check their social networks more than 10 times a day , placing Brazil as the country with the highest percentage in this range compared to other countries where the same Phone Number List survey was conducted. To nurture relationships with potential customers, engage with consumers and work on brand recognition, it is important for companies to know the behavior of users in each social network. In this article, you will find information about the type of content that people like to consume, the reasons why they follow brands on social networks and which categories of companies or products are preferred to follow brand news. How do users prefer to receive information from brands? There was a time when branded content was considered intrusive – who hasn't changed channels on TV when the ads started? On social networks, however, the scenario seems to be different, especially since on this channel people can choose which source they want to receive updates from by following a page that is of interest to them.



Within this context, the Capterra survey shows that users are indeed engaged with branded content. That's because almost 4 out of 10 respondents (37%) said they preferred to receive information or recommendations about products or services directly from the brand. Other recommendation preferences, albeit with a lower incidence, were also listed by respondents: By friends or family (25%); By digital influencers or celebrities (17%); By means of communication, such as newspapers or magazines (14%); By specialized forums and communities (6%). Although occupying the third position, it is worth noting that 17% of respondents showed interest in receiving information about products and services through influencers or celebrities. Not surprisingly: research published by Valor Econômico shows that Brazil is the place where digital influencers are most relevant to the purchase decision.