Statistics indicate that only 5% of comments on Carnival 2024 were positive
Carnival is one of the largest outdoor events in the world and, over the centuries, has become a cultural tradition that attracts millions of tourists to the country. Whether in Sapucaí, in the blocks or on the road, Brazilians know how to celebrate Carnival. Therefore, the date is one of the most anticipated holidays of the year, generating thousands of comments on social media.
With this in mind, Timelens, a business consultancy company based on data and insights from the FutureBrand ecosystem, analyzed 3 thousand mentions between January 16 and February 16 to understand what Brazilians’ perception was regarding the 2024 carnival. Starting from the analysis of the sentimentalization made by quotes relating to the carnival on social networks, it was possible to measure that 74% of users declared themselves neutral with respect to the date, 21% expressed some negative comments and 5% positive ones.
But, contrary to what one might think, this public neutrality towards the date does not mean indifference. According to the categorization of internet mentions of the event, Brazilians are concerned about maintaining the traditions and cultural values of Carnival: 56% of Internet users spoke about the importance of the date for Brazilian culture.
Another 22% commented on the samba school parades and survey results, 14% cited lack of productivity and difficulty with the post-carnival routine, and only 5% recorded their personal experiences during the celebration.
Looking at Carnival-related searches over the past month, you can see the efforts brands have made to stay relevant during the period. Burger King saw a 5,000% increase in online searches thanks to its partnership with the Stanley brand. Brahma Phone stock also delivered 3,250% growth in interest in the beverage brand.
Carnival coverage
Regarding Carnival coverage, 46% of the news that appeared in the press on the topic concerned events that occurred during the period, such as police actions and accidents. Another 44% emphasized celebrating the date, such as parties in the blocks and different celebrations of the holiday throughout Brazil.
Carnival can be seen as a tool of social expression, which is part of Brazil’s identity and history. Timelens data shows that Brazilians are still engaged, but feel the need to reconnect with the essence of the date.
The findings could represent an opportunity for brands to help audiences rebuild this relationship. Brands that have similar values to Carnival – joy, fun, celebration and unity – are well received by revelers and end up being part of the party.
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Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
