Volume is not synonymous with impact, and the data from theWinnin,platform that uses proprietary AI to map cultural trends based on video consumption on the internet,they prove this. During the last week – from March 17 to 24 – Mercado Livre and Electrolux were the brands that appeared most in the content related to the most watched house in Brazil, with27% and 17,8% of the content share on owned channels, respectively. That is to say, they achieved the highest presence in terms of volume of insertions and activations on the networks. Already the Cif, for example, closed the podium with10,9%.
But when the subject is engagement, who dominated comfortably was theMarketFree, responsible for impressive55% of all engagementgenerated by Reality in proprietary content
This domain did not come by chance. Mercado Livre has stood out for knowing how to translate household conversations into content that becomes a meme, gains culture and engages outside the program. At the same time, it also does the reverse: it takes topics that are already trending out there and finds creative ways to incorporate them into the program, creating a constant bridge between entertainment and pop culture
In the game of attention, who gets the content right with the right timing, win. And Mercado Livre shows that more than presence, it is the ability to connect cultural narratives that determines who really leads the conversation
(Performance of sponsors in content on owned channels. Period from March 17 to March 24. Source: Winnin.AI)
What brands can learn from the strategies of the week
Volume of content without traction does not sustain relevanceElectrolux had the largest presence in volume, but with lower performance in engagement. The learning? More content does not mean more impact. The focus should be on the creativity of the activation and the affinity with the themes that engage the audience
And what are these themes? The audience that consumes content about the reality show is not only interested in the game, she connects emotionally with topics that go beyond competition. According to data from Winnin, the themes that generate the most affinity with this audience in the last three months reveal what really drives the conversation
At the top of the list of interests is the theme ofRelationships, followed byViral HumorandFood & Restaurants. This shows that the impact of the program goes far beyond strategy and competition: what really captures the audience's attention are the emotional interactions, the conflicts and the moments of emotional or comedic identification with the participants. The viewer wants to be moved, laugh and participate in the conversation
Family and Friendshipare also among the most relevant topics, showing that human connections are the engine of engagement. To complete the ranking, Beauty & Cosmeticsstands out, driven by the striking appearance of some participants and the strategic presence of brands in the sector. Some companies in the segment, inclusive, they gained great visibility by associating their products with these iconic moments of the show
For the brands, the message is clear: understanding these topics is essential to build relevance inside and outside the house. It is not enough to sponsor an event — it is necessary to create content that touches the codes of friendship, humor, beauty or desire that are at the center of reality culture, affirmsSara Christine, marketing analyst at Winnin
During the three months of the program, Winnin offers weekly data through the official Big Insights Brazil page and an exclusive dashboard with a simple registration. The reports highlight the moments of greatest engagement, the performance of the sponsors, to the behavior of the audience and provide insights on the best opportunities for brands that are outside the reality
Measurement based on video content about the reality
