A survey carried out by Fundação Getúlio Vargas showed that four profiles of Brazilian Communication Company (EBC) on social networks they are among the 15 with the highest engagement among 136 federal institutions analyzed. The ranking is led by TV Brasilin first place overall in engagement, followed by the Brazilian Army.
“In 2024, TV Brasil emerged as the main vector of digital public communication to reach a significant and comprehensive audience on social networks”, states an excerpt from the report. “Through well-executed feedback between the digital universe and the programming of TV Brasilthe page has consolidated itself on the national scene.”
The profiles of Gov Channelgovernment institutions, also appear in 1st place on the Tik Tok platform, in 2nd place on X, formerly Twitter, and in 4th place on YouTube.
The report was prepared by FGV Comunicação Rio at the request of EBC and analyzed data from 136 profiles of federal institutions between the periods of January 1st and September 30th, 2024. The report considers data from social media Instagram, Youtube, Tiktok, Facebook and X.
Team work
EBC’s Digital Communication and Social Media Superintendence was created under the current administration and manages more than 30 profiles and a universe of more than 8 million followers. “It is a very significant result when we think that it was the result of an organic engagement strategy, without paid content budget”, highlights Nicole Briones, Digital Communications superintendent at EBC.
“THE EBC now there is digital culture as a whole, and our profiles stand out with above-average performance on all platforms. Including on Tik Tok, one of the networks with the highest volume of users in Brazil, with the profile of Canal Gov, created under our management and today the largest government page on the platform. It is the result of a strategic vision by the company’s board of directors who decided to invest in digital, under the young and connected leadership of president Jean Lima.”
The president of EBCJean Lima, highlighted the success of the company’s digital strategy and the effort of the staff that allowed it to reach unprecedented numbers. “The current board’s strategy of investing human resources, structure and equipment in digital communication comes from the challenge of integrating the various media outlets EBC in an effective, direct language connected to the country’s social and political reality”, says Lima.
“The number of people getting information through social media is increasing and public communication needs to adapt to this new context. These results are only possible because there are competent, dedicated professionals focused exclusively on this issue in the company’s internal organizational chart.”
