Research

Digital Carnival: Vibrations, Brands, and Voices in Brazil’s Most Colorful Fest

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Jade Becerra Arita

Jade Becerra Arita

Marketing Manager

8 February 2024

As we stand on the brink of the Brazilian Carnival, the world gears up to witness one of its most electrifying spectacles. This event isn't merely a festivity; it's a cultural colossus, drawing eyes and hearts from across the globe.

This research delves into the digital echo of this vibrant festival, exploring the narratives, sentiments, and brands that come alive in the social media arena during this period. Through a thorough analysis of social media content and with the powerful capabilities of YouScan, we aim to uncover insights into how the Brazilian Carnival resonates with people and the visibility it grants to participating brands.

Just for you to have an idea of the magnitude of this event, we present here some statistics from Forbes (2023):

  • 45 million people – that's the size of the audience estimated by the Ministry of Tourism in the main carnival destinations during the carnival holidays. Only in São Paulo, it was around 15 million people.

  • 2.5 million people attended the "Galo da Madrugada" party in the Northeast town of Recife, self-entitled as the largest carnival gathering in the world.

  • R$ 4.5 billion is how much RioTur estimated the Carnival 2023 moved in the city of Rio, a growth of 12.5% versus 2020.

  • R$ 8.18 bi was the estimate of revenue for Carnival throughout the country, according to CNC (Confederação Nacional do Comércio de Bens, Serviços e Turismo), an increase in 26.9% versus the previous year. 

  • R$ 39 milhões is how much beer brand Brahma spent with sponsorship of the Carnival in Rio. 

  • 24,600 was the number of temporary jobs created for the 2023 Carnival


Brands from around the globe and within our borders are diving headfirst into the carnival spirit, pouring significant investments into sponsoring the festivities across the country in a dazzling array of formats.

In a quick research on YouScan related to carnival, we can see some beverage brands being mentioned and the extra participation of the Stanley Cup to accompany:

Stanley: 4143 mentions (up till date of publication)

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Analysis of Stanley brand discussions reveals a notable trend: most authors are men aged 25-34, with a significant concentration in Rio de Janeiro. A fascinating development YouScan has detected is the inclination toward purchasing counterfeit versions of the original Stanley Cup specifically for Carnival festivities. This trend underscores the brand's strong appeal and the lengths to which fans will go to incorporate Stanley into their Carnival experience, highlighting its status as a sought-after accessory for the season. 


Brahma: 2930 mentions

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Neutral mentions are excluded from calculating positive and negative ratios.
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Our latest findings on Brahma Beer bring to light an overwhelmingly positive sentiment, with an impressive 84% of mentions reflecting favorable views. This remarkable positivity underscores the brand's strong connection with its audience, celebrating the joy and camaraderie it brings to gatherings. While there's an open dialogue about the health effects of beverages, it's framed in a context of awareness and responsible enjoyment. 


Heineken: 1889 mentions

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Our dive into Heineken mentions uncovers a unique audience composition: 20% women and 13% men, with a significant portion under 18 years old, indicating a youthful engagement with the brand. This demographic doesn't just talk about Heineken; their interests span music, travel, politics, and more, showcasing a multifaceted conversation. The data paints a picture of a brand that resonates across a spectrum of youthful passions and concerns, highlighting Heineken's broad appeal in diverse circles.


Stella: 414 mentions 

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An analysis of Stella mentions unveils a heartening trend: a whopping 80% of these are positive, reflecting a solid appreciation among its audience. This conversation is primarily led by men, who make up 29% of the mentions, and women, at 16%, with the majority of authors aged between 25 to 34 years old. Geographically, the buzz is loudest in Rio de Janeiro and Minas Gerais, marking these cities as Stella’s hotspots of favorable engagement during the festive Carnival period.


Carnival Chatter Champions: Stanley Leads the Conversation

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In an unexpected twist, Stanley emerges as the frontrunner in Carnival-related discussions, outpacing traditional favorites with the highest number of mentions. Following closely is Brahma, a brand synonymous with festivity and flavor, securing a solid second place. Not to be overlooked, iFood carves out its niche in third, highlighting the diverse interests of Carnival celebrants.

This ranking showcases a dynamic shift in conversation trends. Stanley's practical appeal resonating strongly amidst the Carnival's vibrant tapestry, alongside Brahma's spirited contributions and iFood's convenience, enriching the festive experience.



Tracking the Carnival: Top Social Media Platforms

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The research reveals that Twitter tops the charts as the platform buzzing the most about Brazilian Carnival, followed by Instagram. YouTube takes the third spot, showcasing a vibrant community engaging with Carnival content. It's clear that these platforms are where the Carnival spirit truly comes alive online.



Carnival Voices: Demographics Unveiled

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We've identified over 15,000 authors engaging with our content. The demographics are diverse yet closely matched, with women making up 14% and men 20%. This highlights a broad, yet somewhat balanced, representation of voices in our community.


Mapping Carnival Authors: A Brazilian Geographic Snapshot 

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Our exploration into the Brazilian Carnival conversation pinpoints São Paulo, Pernambuco, and Rio de Janeiro as the primary regions where our authors thrive. São Paulo's urban pulse, Pernambuco's festive soul, and Minas Gerais' historical charm fuel the festive dialogue, spotlighting these areas as the epicenters of Carnival's most passionate narratives.



Top Trending: The #1 Hashtag Among Authors

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Our latest wordcloud analysis reveals #carnival as the predominant hashtag, capturing the essence of Brazil's iconic celebration. Alongside, the names of key sponsors emerge, highlighting their integral role in the festivities. Additionally, locations across Brazil pepper the wordcloud, illustrating the nationwide embrace and diverse locales celebrating Carnival's vibrant spirit.



Key Takeaways:


To wrap things up, we turned to Insights Copilot for the standout insights and highlights from our research: 


  • Ambev, the parent company of Skol Beats and Brahma, is mentioned as a major player in the sponsorship and promotion of Carnival.

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  • Excitement and anticipation for Carnival are evident, with specific events mentioned such as street parties and the parade at the Sambadrome Marquês de Sapucaí in Rio de Janeiro. 

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  • The sponsorship and advertising activities of beverage brands like Brahma and Ambev during Carnival are points of discussion.

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  • Various incidents and events, both positive and negative, are mentioned in relation to Carnival, such as theft, structural collapses, and the success of preparations at specific venues.

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  • The role of brands like Brahma and Itaipava as sponsors and partners of Carnival events and activities is a topic of conversation.

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  • Many people are excited about Carnival and are looking forward to having fun.

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  • The use of Stanley cups during Carnival is a popular trend, with the potential purchase of counterfeit cups also mentioned.

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  • The consumption of specific beer brands such as Itaipava, Devassa, Amstel, and Skol during Carnival is discussed.


In sum, our exploration of the Brazilian Carnival through social media has revealed key insights and trends, highlighting the event's rich digital landscape. This peek into Carnival's online buzz underlines the power of social listening in uncovering valuable data across diverse discussions. Interested in seeing how social listening can further enhance your understanding and strategies? Dive deeper with YouScan and discover the full extent of what social listening can offer.

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