BBB: Social networks and previous strategies became a secret weapon for brothers

The latest edition of Big Brother Brasil (Globo) showed that social networks have become a point of attention for those confined in reality and especially for those who help them from outside the most watched house in Brazil. Instagram, Twitter and even TikTok gained strength and became an active voice for the brothers who know nothing about the repercussions of their actions on the program.

For Judeilton Reis, head of social media at Agência Mynd, this movement has been going on since the BBB 18, when the champion Gleici Damasceno reached, for the first time, the mark of 1 million followers still in the house. “But the participants of the 2020 edition were largely responsible for it to have a great turn of the key”, he adds.

Currently, the company takes care of names such as Thelma Assis, the BBB 20 champion, Babu Santana, Flay, Viegas, Elana, Gil do Vigor and Camilla de Lucas. The last one was already at Mynd even before entering the BBB, in 2021. “Winning the program is wonderful, but leaving there with a clean, strong image and without cancellation is much more important”, says Reis.

For Marcos Moraes, founder of MM Strategies of Image, over time, the internet and social networks have become even more important than appearing on television – regardless of being famous or anonymous. “It’s 70% of social networks and 30% of television”, says he, who managed profiles of ex-brothers such as Gui Napolitano, Arthur Picoli and Arcrebiano, known as Bil Araújo.

He claims that this happened precisely because the program created the dynamics of confining famous and anonymous people in the house. “It changed the course of things. People don’t just want to know who will be the new champion… They want to know who will be there, who will be cancelled”, reflects the founder of the image strategy company.

Igor Dornelas, cousin and network administrator of Thais Braz, 28, who was in the Pipoca group at BBB 21, said that the task was extremely difficult. “We were not able to plan what would be done, because the program changes daily. It is a very detailed work and practically 24 hours”, he explains in an interview with F5.

He says that he did not expect all the success of his cousin on the networks and that, because she entered as anonymous, nothing was agreed to generate content outside the house. “We had some strategies, like using everything that happened on the reality show in her favor, playing with the memes and the funny things she said”, he recalls.

Moraes explains that, before the confirmation of the anonymous in the BBB, he and his team left some photographic materials prepared and that, with the certainty that Bil Araújo and Arthur would be in the 21st edition of the reality, they hired different teams for the two, “for the identity look to be different”.

According to Reis, before the confinement, a long conversation is also held with the competitor, so that the speeches are aligned, so that there are no contradictions between the team and the brother or sisters, and the content they would like to be published throughout the reality. “Pre-program preparation is extremely important [especialmente para os famosos]”, it says.

The two professionals say that, in the case of selected anonymous people, an important tip is to leave directions for a professional team to be hired, because 24-hour dedication is required, people who know how to edit images and videos, in addition to agility to get around possible crises in and out of the game.

“[No caso] was a little more difficult, even because of the ups and downs he went through on the show, there was a moment when he was canceled by the public”, recalls Moraes. “There was a period when we were extremely neutral to see if we could reverse what he was passing by the house. Everything is sifted and very thought through, nothing is random.”

Igor, Thais’ cousin, says it’s important to know how to take advantage of the content that the confined generates inside the house, especially the memes. “A tip is to try to make a video, event or speech viral. And also to assemble a team with people already experienced in this area”, he adds, agreeing with Moraes.

Reis also reinforces that social media administrators are professional people, who have an understanding of marketing and digital strategies. “Whoever enters anonymously does not have the resources to hire and such, but it is important to bring people who have a little understanding of this part”, he adds.

Mynd’s head of social media also says that the main tip is not to stop being yourself. “Gil’s great asset was that he was himself”, he says, also saying that for the anonymous it is not necessary to be “afraid” of the famous, since at a given moment in the game, everyone is equal in the eyes of the public.

“Whoever manages the networks needs a lot of patience and know how to lead things, not get involved in controversies out here and focus exclusively on their participant and make them grow without attacking others”, completed Igor Dornelas.

Reis says that the biggest challenge is to get good speeches, moments and videos for the advisors to be seen on the networks and have a reach that can compete with television. “Investing in networks makes much more difference, even for brands that may hire in the future”, adds Moraes.

The 22nd edition of Big Brother Brasil debuts this Monday (17th) and brings for the third time the dynamics of the groups Pipoca and Camarote. The BBB 22 also marks the debut of Tadeu Schmidt, 47, in the presentation of the reality show, which was previously led by Tiago Leifert.