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Brasil",false,"https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F1859x559_px_Top.jpg_002_2025_10_10_14_59_40_1760119180.webp","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F1920x1080_px_Cover.jpg_002_2025_10_10_14_59_40_1760119180.webp","2025-10-10T00:00:00.000Z","Adobe Stock",4593,"2025-10-10T14:59:40.000Z","2025-11-10T12:23:04.000Z",[1460],{"id":1461,"newsId":1447,"languageId":25,"title":1450,"subtitle":1462,"content":1463,"summary":978,"takeaways":978,"seoTagConversionId":8,"seoTag":8,"seoTitle":1464,"seoKeywords":1465,"seoDescription":1466,"seoAbstract":8,"seoImage":1467,"createdAt":1468,"updatedAt":1469,"language":1470},2849,"Pesquisa da Brain analisa o impacto das redes sociais na jornada de consumo entre diferentes gerações","Em um cenário em que a atenção do consumidor vai do feed ao funil de compra em poucos cliques, entender quem influencia - e em qual plataforma - é essencial para o planejamento de comunicação.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA \u003Ca href=\"https:\u002F\u002Fbrain.srv.br\u002Fconteudos\u002Fpost\u002Fo-impacto-dos-influenciadores-digitais-nas-decisoes-de-compra\" target=\"_blank\">\u003Cstrong>pesquisa nacional da Brain Inteligência Estratégica\u003C\u002Fstrong>\u003C\u002Fa> traz dados claros sobre o tema, medindo o peso de cada canal e formato na jornada do consumidor brasileiro e orientando decisões de mídia, conteúdo e parcerias com influenciadores.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cstrong>Busca primeiro, social depois\u003C\u002Fstrong>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nA jornada de compra ainda nasce no buscador: o Google é o primeiro canal para procurar produtos e serviços (59% como principal; 67% em resposta múltipla). O Instagram aparece em segundo lugar (18%\u002F34%) e a IA generativa (ChatGPT) já desponta no radar, ainda que minoritária. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cstrong>Onde está a atenção\u003C\u002Fstrong>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nO Instagram segue como a grande vitrine digital: 59% dos brasileiros o citam como principal plataforma para entretenimento e informação; em resposta múltipla, 76% o incluem entre as utilizadas. Entre os mais velhos, ganham relevância WhatsApp, Facebook e YouTube. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nPara consumir conteúdo de marcas e influenciadores, o Instagram volta ao topo (59% como principal; 67% no total). O TikTok ainda é menor, mas dobra sua relevância nesse recorte: 10% o indicam como principal para conteúdos sobre marcas -  2x o peso que tem em entretenimento\u002Finformação. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cstrong>Influência existe, e varia por categoria\u003C\u002Fstrong>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nQuase 4 em cada 10 brasileiros (39%) afirmam já ter comprado por recomendação de influenciadores - a taxa chega a 51% na geração Z e cai a 15% entre baby boomers. Ainda assim, preço e reputação da marca seguem decisivos, e a publicidade tradicional mantém maior relevância agregada que a recomendação de influenciadores.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\n\u003Cstrong>O que isso significa para as marcas - e para o mercado imobiliário\u003C\u002Fstrong>\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nPara marcas que pretendem converter atenção em negócio, a estratégia precisa nascer segmentada por geração: falar com gen Z e Y implica investir em vídeos curtos, demonstrações objetivas e incentivos táticos, enquanto millennials e boomers respondem melhor a conteúdos mais explicativos, comparativos e ancorados em reputação institucional - inclusive com nutrição via WhatsApp e presença consistente em Instagram e YouTube. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nDo ponto de vista de jornada, as redes sociais trabalham a descoberta, mas o aprofundamento e a validação tendem a migrar para a busca, sites e conteúdos mais densos, papel em que o Google permanece insubstituível. \u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nNa mensuração, vale calibrar expectativas: a influência de criadores de conteúdo aparece muitas vezes como “assistente” na trajetória de decisão, interagindo com fatores determinantes tradicionais, como preço e reputação.\u003Cbr \u002F>\r\n\u003Cbr \u002F>\r\nPara aprofundar como influenciadores digitais moldam hábitos de consumo no Brasil, confira o conteúdo completo produzido pela Brain \u003Ca href=\"https:\u002F\u002Fbrain.srv.br\u002Fconteudos\u002Fpost\u002Fo-impacto-dos-influenciadores-digitais-nas-decisoes-de-compra\" target=\"_blank\">\u003Cstrong>clicando aqui\u003C\u002Fstrong>\u003C\u002Fa>.","Influenciadores digitais orientam as decisões de compra","GRI Institute, Brain Inteligência Estratégica, real estate, mercado imobiliário, pesquisa, redes sociais, creators, influencer digital, criador de conteúdo, jornada de consumo, consumidor, reels, tiktok, instagram, youtube, facebook, whatsapp, gen z","Pesquisa da Brain analisa o impacto das redes sociais e criadores de conteúdo na jornada de consumo dos brasileiros, mapeando plataformas (Instagram, TikTok, Youtube), formatos e impacto por geração.","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews\u002F500x500_px_Social.jpg_002_2025_10_10_15_05_05_1760119505.jpg","2025-10-10T15:00:04.000Z","2025-11-10T12:23:21.000Z",{"code":18},{"id":25,"color":27,"translations":1472},[1473,1475,1477],{"title":26,"slug":30,"language":1474},{"code":13},{"title":37,"slug":38,"language":1476},{"code":18},{"title":33,"slug":34,"language":1478},{"code":23},[1480,1488],{"id":65,"label":1231,"translations":1481},[1482,1484,1486],{"label":1231,"slug":1242,"language":1483},{"code":13},{"label":1245,"slug":1246,"language":1485},{"code":18},{"label":1249,"slug":1250,"language":1487},{"code":23},{"id":81,"label":1359,"translations":1489},[1490,1492,1494],{"label":1359,"slug":1370,"language":1491},{"code":13},{"label":1373,"slug":1374,"language":1493},{"code":18},{"label":1377,"slug":1378,"language":1495},{"code":23},[1497],{"name":171,"enName":171,"ptName":171,"iso2":1498},"BR",[1500],{"name":1501,"slug":1502,"image":1503,"order":115},"Isabella Toledo","isabella-toledo","https:\u002F\u002Fcdn.griinstitute.org\u002Fuploads\u002Fhubnews_author\u002FIsabella_Toledo_GRI_Institue_Profile_Pic_2025_11_04_10_40_03_1762263603.jpg",{"pt-BR":1505},"\u002Fmercado-imobiliario\u002Finfluenciadores-digitais-orientam-as-decisoes-de-compra-no-brasil",[1507,1508,1509,1510,1511,1512],"Infra Brazil","Infra Latam","Real Estate Brazil","Real Estate Europe","Real Estate India","Real Estate Latam"]