In general, growth and engagement on Instagram compared to previous months indicates a drop.
However, in addition to the fact that the season in Brazil is just beginning and the perception of the effects of the legislation are present, it is possible to notice a drop in the downward curve. This may indicate a process of adaptation by users to the new communication profile generated by operators, with the absence of bonuses and aggressive promotions, which is an extremely positive point.
Also, Sportingbet made a strong comeback. After a quiet period, the brand re-entered the sports world by sponsoring S.E. Palmeiras, earning a spot in our latest Samba Digital iGaming monthly report.
Best posts – total interactions
Neymar's return to Brazilian football has led to a significant increase in digital engagement for the club, with Santos reaching unprecedented heights.
Blaze, the sponsor, capitalized on this opportunity, and its post (designated as the best of the month) garnered nearly ten times the engagement of the first post from a competitor. In this instance, Superbet ranked as the fourth largest post for the month, with 149,000 interactions.
The prohibition of betting houses from broadcasting the Copa São Paulo de Junior, the main competition in January, since most teams are in pre-season, meant that Neymar had a very different effect.
To achieve this performance, Superbet bet on boast fulcontent that praises "the biggest flag bearer inthe world" of São Paulo, the club that the brand sponsors.
Best posts – engagement rate
With a modest following of 263 individuals, FazoBetAí has strategically aligned its betting interests with the same educational institution that has demonstrated significant advancements in F12.Bet's performance in recent months.
The platform offers vídeo content showcasing expert football maneuvers. In this case, the focus was on indoor soccer dribbling. Additionally, FazoBet Ai reproduced a scene from the FIFAWorld Cup, likely without the rights, featuring a moment between Vini Jr. and Neymar, ever before the Santos star's arrival on the 19th.
The post with the highest number of interactions this month (Neymar on Blaze'sprofile) was also the third post with the highest engagement rate, reaching 297%.
Other notable profiles, such as MC Games, also demonstrated strong performance in terms of dribbling.
Source: Samba Digital
