Leading Brands in Brazil's Business & Industrials Category: Q1 2024 Insights

In the dynamic landscape of Brazil's Business & Industrials category, several brands have emerged as leaders with substantial monthly deduplicated audiences across their digital platforms. In this article, we delve into the performance and trends of Sebrae, Cielo, and Sem Parar from Q4 2023 to Q1 2024, leveraging Sensor Tower's comprehensive data offerings.

Sebrae

Sebrae is renowned for supporting small and medium-sized enterprises in Brazil. Its digital presence is notable, with its website, sebrae.com.br, and the Sebrae app.

• Audience Trends: From Q4 2023 to Q1 2024, the monthly deduplicated audience for Sebrae showed a gradual decline, stabilizing above 2.8M in March 2024. The website consistently attracted more visitors than the app.

• App Engagement: Monthly active users on the Sebrae app decreased steadily, with numbers dropping from 189K in October to around 85K in March. This indicates a shift in user preference towards the website.

• Ad Spend & Channels: Sebrae's monthly advertising spend fluctuated, peaking at approximately $470K in October and dipping to about $225K in February, primarily through Facebook and Instagram channels.

Cielo

Cielo, a leader in electronic payments, employs a robust digital strategy encompassing its website, cielo.com.br, alongside the Cielo: Maquininha, Tap e Link app.

• Audience Trends: The website's unique visits reached over 2.4M in February 2024, reflecting a steady increase. Cielo's app audience, however, showed variability, with web-only visitors consistently outnumbering app-only visitors.

• App Engagement: The app maintained a stable monthly active user base, peaking at 282K active users in February, indicating a robust mobile presence.

• Ad Spend & Channels: Cielo's monthly advertising investment saw a notable rise, reaching approximately $171K in March 2024, with significant impressions through Facebook and Instagram.

Sem Parar

Sem Parar, a pioneer in automated toll payments, marks its digital footprint with its website, semparar.com.br, and the Sem Parar: Tag, IPVA, seguros app.

• Audience Trends: The monthly deduplicated audience showed a peak in December 2023, surpassing 2.3M, with a balanced distribution between app and web users.

• App Engagement: The app experienced a peak in monthly active users in December at 546K, followed by a gradual decline, ending Q1 2024 with around 382K users.

• Ad Spend & Channels: Sem Parar's monthly ad spend increased significantly to around $197K in January 2024, predominantly through Facebook and Instagram, with emerging activity on TikTok.

Conclusion

These insights highlight the dynamic nature of consumer engagement across digital platforms in Brazil's Business & Industrials category. Sebrae, Cielo, and Sem Parar have each demonstrated unique trends in audience behavior and advertising strategies. Sensor Tower's unparalleled capacity to cross-reference web, app, and advertising data provides critical insights into these trends, empowering brands to navigate the digital landscape effectively. For more detailed insights, explore Sensor Tower's Web Insights and Pathmatics offerings.