BBB 25: Why don’t the brothers want to get involved in controversy?

“I was very afraid of being seen as aggressive, I worried. I know the cancellation is there and how hard it would be for me.” This was the speech of the carioca Camilla Maia the day after his elimination from BBB 25, on the morning of Wednesday (12).

If even the edition antagonist, eliminated with 94.67% of the votes, was afraid to commit to not being canceled, it can be said that many brothers, whether popcorn or cabins, share this fear. They run away from conflicts and have conciliating conversations because they are concerned about the image they will have outside the house when they leave the confinement.

The result is the BBB 25 audience, the lowest of the last editions of reality. The warm cast, therefore, can believe it is more worth leaving early, but not canceled than winning the prize. Is it more worth getting the advertising market worship than the spectators of the game itself?

“Communication in the country has changed a lot. The art market is no longer the art market. It is the influence market today,” says Gis de Oliveira, public relations that has worked with several former BBBs, such as Arthur Aguiar and Carla Diaz.

“Big Brother one day was about the prize. Nowadays it is much more about the exhibition,” says Isabella Matte, influencer and expert in digital marketing.

Professionals explain that BBB has actually become a trampoline for fame and money. In the case of anonymous, reality makes them known. Among the famous, it can leverage careers and even help improve a “burnt” image, attract supporters.

This is the case of Bianca Andrade, Boca Rosa, who used the exhibition to explode her makeup brand in the market. And also that of Arthur Aguiar, who beat BBB 22, even entering the canceled house.

“He had been without work for two years, nobody wanted to do anything to him. No one wanted to record music with him, he had not received a media contract or advertising for years. He was completely burned in the market,” says Gis de Oliveira, who worked with Arthur during and after the program.

“I know people, including, who were called to go to Big Brother, who would be interesting characters, and they said, ‘No. I would only come in if I was canceled.’ Because I have much more to lose than to earn,” adds Isabella.

However, they argue that it is not enough to be there. It is necessary to align strategy and personality.

STRATEGY

Manu Gavassi recorded 133 videos before entering BBB 20 and managed to mobilize the largest crowd ever recorded in a reality. Upon leaving the program, he signed a contract with several advertising companies and left his trademark in the media strategy adopted by others after it.

Isabella explains that, through networks, it is possible to create a goal and control the narrative outside. “So what the participant and the team can do in terms of strategy is to control the perception and narrative outside.”

But for her, communication must be strictly associated with the person’s way inside the house. Otherwise, it is useless: “Bring this authenticity of who you are, strengthening here the attributes you would like,” he exemplifies.

AUTHENTICITY

For the professionals, what is missing in the edition is personality. “The dynamics of the program is the cast itself. If everyone is going with fear, how will they be authentic? How will they say what they think?” Asks Isabella.

“If you have one personality more or more, if you dress more or more, if you have attributes more or more, the more you are authentic and they are strong, the easier you will build a community that identifies with you,” explains the professional

According to her, there is space and opportunities for those who are authentic. Those who copy and stay on average will not have so many options.

BBB 25

For Isabella, Vitória Strada is the participant with the highest potential for the digital market, for having personality aligned with the strategy. “Her image there is being of this person who does what she thinks. She is having a protagonism and a positive protagonism, in the sense that there is a large mass of people that is getting on her side,” he says.

She also used the strategy of preparing her social networks before being confined, even using artificial intelligence resources to comment on her own results.

“Her social networks are very well worked and use the attributes that are interesting and increase them. For example, this narrative of her being alone, there is publications there that show her alone. It is precisely to strengthen the narrative,” explains Isabella.