Hack Engagement And Drive Investment: Lessons from Brazil's Digital Buzz

Brazilian actress Fernanda Torres has been campaigning for a 2025 Oscars nomination for the movie I'm Still Here. If the nomination comes in January, Torres would be following in the footsteps of her mother’s nomination 25 years prior. This historic moment would mark only the second time a Brazilian actor has received an Academy Award nomination. The cultural significance is undeniable, but what truly stands out is the explosive online response - before it's even confirmed.

News outlets and internet users have been following the actress's Hollywood tour to promote the movie. As an example, The Academy’s Instagram post featuring Torres gathered around 800,000 comments within just four days. In comparison, photos from the same shoot of Lupita Nyong'o and Margaret Qualley, both popular actors who starred in two of the top 50 highest grossed movies of the year, gathered around 1,500 comments each - and most other big stars got less than half of that.

Although maybe a small example, this disparity is a staggering display of Brazil’s digital engagement. This kind of “internet hive behavior” is deeply ingrained in Brazilian culture, and has far-reaching - usually positive - implications. It not only uplifts Brazilian identity and art, but also creates pathways for investment.

But it's not just Brazilian art that this effect benefits - in fact, the largest beneficiaries are the ones receiving the attention. That's because social media engagement is one of the most important currencies in the online sphere - it's a measurable asset for business growth, and it's really, really valuable. Here is the breakdown:

Cultural Hype as Currency

Brazil’s online culture is famously energic, with millions of Brazilians regularly (and loudly) engaging on platforms like Instagram, YouTube, TikTok, and X (formerly Twitter). This enthusiasm, often fueled by a form of national pride mixed with a strong culture of humor, transforms the online scenarios in which it exists.

However, beyond just making its mark on the internet, this cultural hype also translates into economic opportunity. Since engagement is so highly sought-after and invaluable for digital algorithms, propelling content into wider visibility through this sort of “organic virality” makes it attractive to brands and investors. In other words, it increases the social capital of organizations - and in the same breath, encourages international investment in Brazil’s digital economy.

“Hacking Engagement” Through Culture

Some YouTubers, influencers, and digital creators have become aware of this phenomenon that can be described as “hacking engagement” through Brazil. They actively amplify Brazilian culture by reacting to culturally significant moments, music, food, cinema, or even memes - and bring in a legion of users eager to comment, discuss, and suggest even more things for that creator to review.

As an example, the YouTuber GoonyGoogles would record reactions to movies and shows as a way to pass time during the pandemic, gathering a hundred or so views each time. That is, until he accidentally attracted an internet mob when he started reacting to Brazilian cinema and music, and saw his videos collecting views by the millions.

Such engagement also drives international exposure. When global audiences discover Brazilian content through these channels, they are introduced to the richness of the country’s culture, sparking interest in tourism, film, and other sectors. The ripple effect benefits industries far beyond social media, creating a positive feedback loop for investment.

International Exposure: Brazil on the Global Stage

Fernanda Torres’ potential Oscar nomination highlights a non-virtual example of the benefits of elevating a country's cultural profile internationally. When cultural products like films, music, or literature reach global recognition they serve as ambassadors for the country, showcasing its talent and diversity.

Online engagement accelerates this process. By buzzing these platforms with comments, shares, and views, Brazilians ensure these milestones are hard to ignore. The chatter surrounding Torres’ not-even-confirmed nomination, for example, puts Brazilian cinema in the spotlight, opening doors for co-productions, distribution deals, and even tourism as audiences become curious about the country behind the stories.

The Profitability of Online Engagement

For organizations and brands, Brazilian engagement can also be a business opportunity, or at least serve as an example for such opportunities. The viral nature of these audiences makes them highly attractive to marketers looking for authenticity and scale. By associating their online presence with Brazilian pride, for example, and leaning into humor, brands can tap into a deeply engaged audience that is eager to share, be heard, and amplify content.

Brazilian branches of large brands like Netflix and Burger King already do this locally, and take on an approach somewhat similar to that of Duolingo's. Although not directly referencing Brazilian culture, they leverage Brazilian humor by partaking in Stan and meme culture, keeping a relatable, comedic tone to their posts and communications, and attracting a young and tech-savvy Brazilian audience.

Challenges and Opportunities

While the potential of online engagement is immense, it comes with challenges. The rapid pace of virality means that organizations must act quickly to capitalize on cultural moments. Furthermore, sustaining engagement requires authenticity; attempts to manufacture buzz can backfire if they appear inauthentic or exploitative.

Despite these challenges, the opportunities are too significant to ignore. By investing in cultural products, supporting local creators, and partnering with influencers, organizations can turn online engagement into a long-term strategy for growth. For countries like Brazil, where cultural pride is deeply ingrained, the potential to drive investment through digital buzz is especially high.

Conclusion

Whether Fernanda Torres’ nomination comes through or not, her campaign has already achieved something extraordinary. It has ignited a global conversation, showcasing the power of Brazil’s digital community and the cultural pride that drives it. This isn’t just about one actress or one movie - it’s a testament to how Brazilian audiences rally around moments that matter, creating waves of engagement that resonate far beyond their borders.

This story is yet another example of how deeply connected people can be to their stories and heritage. It’s a reminder for businesses that tapping into this kind of authentic engagement isn’t just a strategy - it’s an invitation to be part of something bigger.