Digital presence and social media become critical for business growth

The strategic importance of digital presence is growing as social media becomes a central component of the consumer journey. Research from the Confederação Nacional de Dirigentes Lojistas (CNDL) and SPC Brasil indicates that 54% of consumers made purchases via social media in the 12 months prior to July 2026.

Experts suggest that businesses must move beyond mere visibility to build genuine consumer relationships. Relying solely on platform algorithms can be risky due to frequent distribution changes. For instance, Meta reported that original content began representing 75% of Instagram recommendations in the United States following late 2025 updates.

To maintain sales despite algorithmic shifts, businesses are encouraged to focus on building trust through consistent communication, reputation management, and direct engagement. Factors such as peer recommendations, buyer comments, and reputation seals are critical in influencing purchasing decisions in the digital environment.