Digital content and brand trust drive business growth

Digital presence has become a fundamental component of business operations for companies of various sizes. In Brazil, approximately 166 million people aged 10 or older—equivalent to 89% of the population—were internet users in 2024, according to TIC Domicílios data.

Consumer behavior in Brazil shows high engagement across multiple formats: 81% of internet users utilize social media, 77% watch videos, films, or series, and 46% follow live broadcasts. Effective content strategies must therefore utilize diverse formats, including videos, images, and guides, to reach audiences throughout their consumption journey.

As technology and artificial intelligence advance, brand reputation is increasingly tied to authenticity and trust. Data from the Edelman Trust Barometer indicates that trust is now the third most important purchase decision criterion, following only price and quality. In an era of AI, the ability to provide human judgment, curation, and real stories remains a critical differentiator for building brand loyalty.