{"id":185216,"date":"2026-08-28T15:11:33","date_gmt":"2026-08-28T13:11:33","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=185216"},"modified":"2026-08-28T15:37:54","modified_gmt":"2026-08-28T13:37:54","slug":"estatisticas-social-listening","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/pt\/social-listening-statistics\/","title":{"rendered":"Estat\u00edsticas 50+ Social Listening: Dados-chave para 2026"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A escuta social \u00e9 hoje uma <strong>Setor de $10,37 bilh\u00f5es<\/strong>e <strong>76% de profissionais de marketing em todo o mundo<\/strong> j\u00e1 est\u00e3o usando. Reunimos mais de <strong>50 estat\u00edsticas importantes<\/strong> para ajud\u00e1-lo a entender tudo, desde o tamanho do mercado e a ado\u00e7\u00e3o da tecnologia at\u00e9 o retorno sobre o investimento (ROI) e as tend\u00eancias de IA.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vamos analisar os n\u00fameros e o que eles nos dizem sobre o significado de social listening em 2026.<\/p>\n\n\n<style>.acf-key-takeaways__heading{padding:22px 30px 20px;margin:0;font-weight:600 !important;display:inline-flex;align-items:center;gap:1.1875rem;border:1px solid #c3e1d2;border-bottom:none;border-top-left-radius:1.25rem;border-top-right-radius:1.25rem}@media(min-width: 768px){.acf-key-takeaways__heading{padding:22px 40px 20px;gap:1.4375rem}}.acf-key-takeaways__icon{width:1.625rem;height:1.625rem;background-color:#9cbfaf;border-radius:50%;display:flex;align-items:center;justify-content:center}.acf-key-takeaways__list{border:1px solid #c3e1d2;border-top-right-radius:1.25rem;border-bottom-right-radius:1.25rem;border-bottom-left-radius:1.25rem;margin:0;padding:0;list-style:none;overflow:hidden}.acf-key-takeaways__item{padding:28px 34px 28px 61px;background-color:#e8f4ee;margin:0;border-bottom:1px solid #c3e1d2;position:relative}@media(min-width: 768px){.acf-key-takeaways__item{padding:28px 54px 28px 81px}}.acf-key-takeaways__item::before{content:\"\";position:absolute;top:35px;left:28px;width:.75rem;height:.75rem;background-color:#9cbfaf;border-radius:50%}@media(min-width: 768px){.acf-key-takeaways__item::before{top:39px;left:40px}}.acf-key-takeaways__item:nth-child(even){background-color:#dfefe7}.acf-key-takeaways__item:last-child{border-bottom:none}.acf-key-takeaways__title{font-weight:600 !important;margin-bottom:.625rem}.acf-key-takeaways__text{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px;margin:0}@media(min-width: 768px){.acf-key-takeaways__text{font-size:18px;line-height:30px}}.single-post-content__content .acf-key-takeaways__heading{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content .acf-key-takeaways__heading{font-size:18px;line-height:30px}}.single-post-content__content .acf-key-takeaways__title{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.single-post-content__content .acf-key-takeaways__title{font-size:18px;line-height:30px}}.single-post-content__content p.acf-key-takeaways__text{line-height:1.875rem}@media(max-width: 768px){.single-post-content__content p.acf-key-takeaways__text{font-size:1rem !important}}<\/style>    <div class=\"acf-key-takeaways\">\n        <p class=\"acf-key-takeaways__heading\">\n            <span class=\"acf-key-takeaways__icon\">\n                <svg width=\"10\" height=\"12\" viewbox=\"0 0 10 12\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                    <path d=\"M8.41177 0C8.8341 0 9.17647 0.34237 9.17647 0.764706V11.0882C9.17647 11.3821 9.00815 11.6501                8.74334 11.7775C8.47839 11.9049 8.16337 11.8693 7.93382 11.6857L4.58824 9.00919L1.24265 11.6857C1.01311                11.8693 0.698079 11.9049 0.433134 11.7775C0.168324 11.6501 0 11.3821 0 11.0882V0.764706C0 0.561893                0.0806248 0.367445 0.224035 0.224035C0.367445 0.0806248 0.561893 0 0.764706 0H8.41177ZM1.52941                9.49609L4.11029 7.43199C4.38958 7.20856 4.78689 7.20856 5.06618 7.43199L7.64706                9.49609V1.52941H1.52941V9.49609Z\" fill=\"black\" \/>\n                <\/svg>\n            <\/span>\n            Principais conclus\u00f5es        <\/p>\n        <ul class=\"acf-key-takeaways__list\">\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">O mercado de social listening ter\u00e1 um valor de $10,37B em 2025<\/p>\n                    <p class=\"acf-key-takeaways__text\"> e deve atingir $20\u201325B at\u00e9 2030\u20132032. (The Business Research Company; Grand View Research)<\/p>\n                <\/li>\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">76% dos profissionais de marketing em todo o mundo utilizam o software social listening,<\/p>\n                    <p class=\"acf-key-takeaways__text\">e 55% planejam aumentar o investimento, mas apenas 10% consegue agir com base nas informa\u00e7\u00f5es obtidas em quest\u00e3o de horas. (Statista; Sprout Social)<\/p>\n                <\/li>\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">O monitoramento da marca mention (27,6%) \u00e9 o principal caso de uso do social listening pelo share of voice,<\/p>\n                    <p class=\"acf-key-takeaways__text\">enquanto a intelig\u00eancia competitiva (24,9%) e a detec\u00e7\u00e3o de tend\u00eancias (33,4%) s\u00e3o as \u00e1reas em que os profissionais de marketing mais esperam que o social listening os ajude. (Pesquisa da Brand24 de 2026)<\/p>\n                <\/li>\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">94% dos profissionais de marketing utilizam o social listening baseado em IA,<\/p>\n                    <p class=\"acf-key-takeaways__text\">mas apenas 3% confiam plenamente nas percep\u00e7\u00f5es geradas pela IA. (The SILab, State of Social Listening 2025)<\/p>\n                <\/li>\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">64,61 TP47T dos profissionais de marketing afirmam que as restri\u00e7\u00f5es de API s\u00e3o seu principal desafio em social listening,<\/p>\n                    <p class=\"acf-key-takeaways__text\">e o 56% tem dificuldade em demonstrar a import\u00e2ncia do social listening para a lideran\u00e7a. (O SILab)<\/p>\n                <\/li>\n                            <li class=\"acf-key-takeaways__item\">\n                    <p class=\"acf-key-takeaways__title\">78,51% das equipes social listening utilizam atualmente mais de uma ferramenta social listening, <\/p>\n                    <p class=\"acf-key-takeaways__text\">devido a lacunas na cobertura dos dados que nenhuma ferramenta, por si s\u00f3, consegue resolver totalmente. (O SILab)<\/p>\n                <\/li>\n                    <\/ul>\n    <\/div>\n\n\n<style>.acf-research-methodology{border:1px solid #ff8c00;border-radius:1.25rem;padding:25px 20px;background-color:rgba(0,0,0,0)}@media(min-width: 768px){.acf-research-methodology{padding:35px 44px}}.acf-research-methodology__header{display:flex;align-items:center;gap:22px;margin-bottom:15px}.acf-research-methodology__icon{color:#ff8c00;display:flex;align-items:center;justify-content:center;flex-shrink:0}.acf-research-methodology__icon svg{width:21px;height:21px}.acf-research-methodology__heading{font-weight:700;font-size:18px;line-height:1.5;margin:0;display:block}.acf-research-methodology__content{color:#22272a;margin:0;line-height:1.75rem}.acf-research-methodology__content p{font-family:\"Inter\",sans-serif;font-size:16px;line-height:26px}@media(min-width: 768px){.acf-research-methodology__content p{font-size:18px;line-height:30px}}<\/style><div class=\"acf-research-methodology\">\n\t<div class=\"acf-research-methodology__header\">\n\t\t<span class=\"acf-research-methodology__icon\" aria-hidden=\"true\">\n\t\t\t<svg width=\"21\" height=\"21\" viewbox=\"0 0 21 21\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M8.49485 2.49604C5.1818 2.49604 2.49604 5.1818 2.49604 8.49485C2.49604 11.8079 5.1818 14.4937 8.49485 14.4937C11.8079 14.4937 14.4937 11.8079 14.4937 8.49485C14.4937 5.1818 11.8079 2.49604 8.49485 2.49604ZM0 8.49485C0 3.80327 3.80327 0 8.49485 0C13.1864 0 16.9897 3.80327 16.9897 8.49485C16.9897 10.3905 16.3688 12.141 15.3193 13.5543L20.6345 18.8695C21.1218 19.3569 21.1218 20.1471 20.6345 20.6345C20.1471 21.1218 19.3569 21.1218 18.8695 20.6345L13.5543 15.3193C12.141 16.3688 10.3905 16.9897 8.49485 16.9897C3.80327 16.9897 0 13.1864 0 8.49485Z\" fill=\"#FF8C00\" \/>\n\t\t\t<\/svg>\n\n\t\t<\/span>\n\t\t<strong class=\"acf-research-methodology__heading\">Nossa abordagem em rela\u00e7\u00e3o aos dados: de onde v\u00eam esses n\u00fameros<\/strong>\n\t<\/div>\n\t\t\t<div class=\"acf-research-methodology__content\"><p dir=\"ltr\">Todas as estat\u00edsticas deste artigo s\u00e3o provenientes de <strong>fontes prim\u00e1rias<\/strong>:<\/p>\n<ul>\n<li dir=\"ltr\">relat\u00f3rios e artigos do setor,<\/li>\n<li dir=\"ltr\">pesquisa acad\u00eamica,<\/li>\n<li dir=\"ltr\">estudos sobre marcas,<\/li>\n<li dir=\"ltr\">e os dados da pr\u00f3pria Brand24.<\/li>\n<\/ul>\n<p>Todas as estat\u00edsticas aqui foram <strong>escolhido a dedo<\/strong> desde sua publica\u00e7\u00e3o original, e n\u00f3s, deliberadamente, <strong>evitou incluir links para sites agregadores de dados<\/strong>, onde os n\u00fameros costumam ser citados incorretamente ou tirados do contexto.<\/p>\n<p>Se voc\u00ea est\u00e1 planejando <strong>cite qualquer uma dessas estat\u00edsticas<\/strong>, cada link leva voc\u00ea ao estudo, artigo ou relat\u00f3rio original.<\/p>\n<\/div>\n\t<\/div>\n\n\n\n<h2 id=\"market-size\" class=\"wp-block-heading\"><strong>Estat\u00edsticas sobre o tamanho do mercado de monitoramento de redes sociais<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Se voc\u00ea j\u00e1 precisou justificar um or\u00e7amento social listening para a alta administra\u00e7\u00e3o, esses s\u00e3o os n\u00fameros que voc\u00ea deve incluir nesse slide.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>O mercado global de monitoramento de m\u00eddias sociais \u00e9 <strong>no valor de <strong>$12,15 bilh\u00f5es em 2026<\/strong><\/strong> (Crescimento anual de 17,11 TP47T a partir de $ 10,37 bilh\u00f5es em 2025). (<a href=\"https:\/\/www.thebusinessresearchcompany.com\/report\/social-media-listening-global-market-report\" target=\"_blank\" rel=\"noopener\" title=\"\">The Business Research Company<\/a>)<\/li>\n\n\n\n<li>A previs\u00e3o \u00e9 de que atinja <strong>$22,61 bilh\u00f5es at\u00e9 2030<\/strong> a uma taxa de crescimento anual composto (CAGR) de 16,8%. (<a href=\"https:\/\/www.thebusinessresearchcompany.com\/report\/social-media-listening-global-market-report\" target=\"_blank\" rel=\"noopener\" title=\"\">The Business Research Company<\/a>)<\/li>\n\n\n\n<li>Outros analistas prev\u00eaem n\u00fameros ainda maiores: <strong>$20,2 bilh\u00f5es at\u00e9 2030, com uma taxa composta de crescimento anual (CAGR) de 14,3%<\/strong> (<a href=\"https:\/\/www.grandviewresearch.com\/industry-analysis\/social-media-listening-market-report\" target=\"_blank\" rel=\"noopener\" title=\"\">Pesquisa Grand View<\/a>) e $25,69 bilh\u00f5es at\u00e9 2032 (Coherent Market Insights).<\/li>\n\n\n\n<li>S\u00f3 nos EUA, o mercado \u00e9 <strong>$ 2,97 bilh\u00f5es em 2025<\/strong>, atingindo $11,2 bilh\u00f5es at\u00e9 2035, com uma taxa composta de crescimento anual (CAGR) de 13,88%. (<a href=\"https:\/\/www.snsinsider.com\/reports\/social-media-listening-market-6367\" target=\"_blank\" rel=\"noopener\" title=\"\">SNS Insider<\/a>)<\/li>\n\n\n\n<li>Entre os setores, o de Viagens e Hotelaria \u00e9 aquele em que o social listening cresce mais rapidamente, com um <strong>CAGR projetado de 17,99% at\u00e9 2035.<\/strong> (<a href=\"https:\/\/www.snsinsider.com\/reports\/social-media-listening-market-6367\" target=\"_blank\" rel=\"noopener\" title=\"\">SNS Insider<\/a>)<\/li>\n<\/ul>\n\n\n\n<h3 id=\"market-regions\" class=\"wp-block-heading\"><strong>Regi\u00f5es do mercado de monitoramento de redes sociais<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A Am\u00e9rica do Norte \u00e9 o maior mercado: <strong>39,91 TP47T da receita global em 2024.<\/strong> (<a href=\"https:\/\/www.grandviewresearch.com\/industry-analysis\/social-media-listening-market-report\" target=\"_blank\" rel=\"noopener\" title=\"\">Pesquisa Grand View<\/a>)<\/li>\n\n\n\n<li>A \u00c1sia-Pac\u00edfico \u00e9 a regi\u00e3o que mais cresce, com uma CAGR de aproximadamente 16,57% no per\u00edodo de 2026 a 2035 (<a href=\"https:\/\/www.snsinsider.com\/reports\/social-media-listening-market-6367\" target=\"_blank\" rel=\"noopener\" title=\"\">SNS Insider<\/a>) e 16.02% at\u00e9 2031 (<a href=\"https:\/\/www.mordorintelligence.com\/industry-reports\/social-media-listening-market\" target=\"_blank\" rel=\"noopener\" title=\"\">Intelig\u00eancia de Mordor<\/a>).<\/li>\n<\/ul>\n\n\n\n<h3 id=\"software\" class=\"wp-block-heading\"><strong>Estat\u00edsticas sobre softwares de monitoramento de redes sociais<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>O software representa a maior parcela: <strong>64,11 TP47T da receita total do mercado em 2024<\/strong> (<a href=\"https:\/\/www.grandviewresearch.com\/industry-analysis\/social-media-listening-market-report\" target=\"_blank\" rel=\"noopener\" title=\"\">Pesquisa Grand View<\/a>) e mais <strong>73% em 2025<\/strong>, causada pela ado\u00e7\u00e3o de solu\u00e7\u00f5es em nuvem pelas empresas. (<a href=\"https:\/\/www.snsinsider.com\/reports\/social-media-listening-market-6367\" target=\"_blank\" rel=\"noopener\" title=\"\">SNS Insider<\/a>)<\/li>\n\n\n\n<li>O segmento de servi\u00e7os est\u00e1 crescendo ainda mais rapidamente, com um <strong>CAGR projetado de 15,31%.<\/strong> (<a href=\"https:\/\/www.snsinsider.com\/reports\/social-media-listening-market-6367\" target=\"_blank\" rel=\"noopener\" title=\"\">SNS Insider<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#e8f4ee\"><strong>\ud83d\udca1 O que isso significa para voc\u00ea: <\/strong>O mercado social listening est\u00e1 crescendo a uma taxa anual de 14-17%, o que significa mais fornecedores, melhores recursos de IA e mais op\u00e7\u00f5es de integra\u00e7\u00e3o dispon\u00edveis a cada ano.<\/p>\n\n\n\n<h2 id=\"use-cases\" class=\"wp-block-heading\"><strong>Estat\u00edsticas sobre casos de uso do monitoramento de redes sociais<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Para usar o social listening de forma eficaz, \u00e9 preciso, antes de tudo, saber como outros profissionais de marketing o utilizam.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eis o que revelou a pesquisa realizada pela pr\u00f3pria Brand24 em 2026:<\/p>\n\n\n<div class=\"acf-research-methodology\">\n\t<div class=\"acf-research-methodology__header\">\n\t\t<span class=\"acf-research-methodology__icon\" aria-hidden=\"true\">\n\t\t\t<svg width=\"21\" height=\"21\" viewbox=\"0 0 21 21\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t<path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M8.49485 2.49604C5.1818 2.49604 2.49604 5.1818 2.49604 8.49485C2.49604 11.8079 5.1818 14.4937 8.49485 14.4937C11.8079 14.4937 14.4937 11.8079 14.4937 8.49485C14.4937 5.1818 11.8079 2.49604 8.49485 2.49604ZM0 8.49485C0 3.80327 3.80327 0 8.49485 0C13.1864 0 16.9897 3.80327 16.9897 8.49485C16.9897 10.3905 16.3688 12.141 15.3193 13.5543L20.6345 18.8695C21.1218 19.3569 21.1218 20.1471 20.6345 20.6345C20.1471 21.1218 19.3569 21.1218 18.8695 20.6345L13.5543 15.3193C12.141 16.3688 10.3905 16.9897 8.49485 16.9897C3.80327 16.9897 0 13.1864 0 8.49485Z\" fill=\"#FF8C00\" \/>\n\t\t\t<\/svg>\n\n\t\t<\/span>\n\t\t<strong class=\"acf-research-methodology__heading\">Metodologia de pesquisa<\/strong>\n\t<\/div>\n\t\t\t<div class=\"acf-research-methodology__content\"><p><span style=\"font-weight: 400\">O Brand24 monitorou e analisou as palavras-chave <\/span><i><span style=\"font-weight: 400\">\u201csocial listening\u201d<\/span><\/i><span style=\"font-weight: 400\"> e <\/span><i><span style=\"font-weight: 400\">\u201cai social listening\u201d<\/span><\/i><span style=\"font-weight: 400\"> de maio de 2026 a agosto de 2026, utilizando os Brand24 <strong>IA<\/strong> <a href=\"https:\/\/brand24.com\/pt\/assistente-de-marca\/\" target=\"_blank\" rel=\"noopener\">Assistente de marca<\/a>. <\/span><\/p>\n<p><span style=\"font-weight: 400\">A an\u00e1lise abrangeu <\/span><b>22.430 mentions<\/b><span style=\"font-weight: 400\"> com um alcance total de <\/span><b>62,5 milh\u00f5es<\/b><span style=\"font-weight: 400\"> em todas as principais fontes online. Distribui\u00e7\u00e3o do sentimento: 9% positivos (1.969 mentions), 1% negativos (327 mentions), 90% neutros.<\/span><\/p>\n<\/div>\n\t<\/div>\n\n\n\n<h3 id=\"use-cases-share\" class=\"wp-block-heading\"><strong>Casos de uso de monitoramento de redes sociais classificados pela share of voice<\/strong><\/h3>\n\n\n<style>.wp-block-table.is-style-comparison-table{text-align:left;border:1px solid #d4e5dc;border-radius:16px;overflow:hidden;overflow-x:auto}.wp-block-table.is-style-comparison-table thead{border-bottom:none}.wp-block-table.is-style-comparison-table tfoot{border-top:none}.wp-block-table.is-style-comparison-table table{width:100%;min-width:582px;margin:0;border:none;border-collapse:collapse}.wp-block-table.is-style-comparison-table th,.wp-block-table.is-style-comparison-table td{padding:14px 20px;font-size:14px;line-height:18px;border:none;border-bottom:1px solid #d4e5dc;border-right:1px solid #d4e5dc}.wp-block-table.is-style-comparison-table th:last-child,.wp-block-table.is-style-comparison-table td:last-child{border-right:none}.wp-block-table.is-style-comparison-table th p,.wp-block-table.is-style-comparison-table td p{font-size:14px !important;line-height:18px;margin-bottom:0}.wp-block-table.is-style-comparison-table th strong,.wp-block-table.is-style-comparison-table td strong{font-weight:700}.wp-block-table.is-style-comparison-table th,.wp-block-table.is-style-comparison-table tfoot tr{font-size:16px;line-height:30px;font-weight:700;text-align:left;background:none}@media(max-width: 768px){.wp-block-table.is-style-comparison-table th,.wp-block-table.is-style-comparison-table tfoot tr{font-size:14px !important;line-height:18px !important}}.wp-block-table.is-style-comparison-table tbody tr:nth-child(even){background-color:#e8f4ee}.wp-block-table.is-style-comparison-table tbody tr:last-child td{border-bottom:none}.wp-block-table.is-style-comparison-table td img{display:block;max-width:91px;height:auto;margin-bottom:8px;margin-left:unset;margin-right:unset;margin-top:8px}.wp-block-table.is-style-comparison-table td img:first-of-type{margin-top:0}.wp-block-table.is-style-comparison-table .has-text-align-center{text-align:center}.wp-block-table.is-style-comparison-table .has-text-align-right{text-align:right}.wp-block-table.is-style-comparison-table .has-text-align-left{text-align:left}.wp-block-table.is-style-comparison-table td a{font-weight:400 !important;text-decoration:underline !important}.wp-block-table.is-style-comparison-table td a:hover{text-decoration:none !important}.wp-block-table.has-row-numbers thead th:first-child,.wp-block-table.has-row-numbers tbody td:first-child,.wp-block-table.has-row-numbers tfoot td:first-child{padding-left:70px}.wp-block-table.has-row-numbers tbody{counter-reset:comparison-table-row}.wp-block-table.has-row-numbers tbody td:first-child{position:relative}.wp-block-table.has-row-numbers tbody td:first-child::before{counter-increment:comparison-table-row;content:counter(comparison-table-row);position:absolute;left:20px;top:50%;transform:translateY(-50%);display:inline-flex;align-items:center;justify-content:center;width:32px;height:32px;border-radius:16px;background-color:#cbe7d9;font-size:14px;line-height:1em;font-weight:700}<\/style>\n<figure class=\"wp-block-table is-style-comparison-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>Caso de uso<\/strong><\/th><th>Share of Voice (%)<\/th><th><strong>Descri\u00e7\u00e3o<\/strong><\/th><\/tr><\/thead><tbody><tr><td>Monitoramento da marca Mention<\/td><td>27.6%<\/td><td>Acompanhamento da marca mentions, palavras-chave e sentimento em todos os canais.<\/td><\/tr><tr><td>Gest\u00e3o da reputa\u00e7\u00e3o da marca<\/td><td>13.1%<\/td><td>Monitorar e proteger de forma proativa a forma como uma marca \u00e9 percebida na m\u00eddia.<\/td><\/tr><tr><td>Social Listening com tecnologia de IA<\/td><td>9.9%<\/td><td>Utiliza\u00e7\u00e3o das ferramentas de IA social listening para <a href=\"https:\/\/brand24.com\/blog\/pt\/ferramentas-de-analise-da-concorrencia\/\" target=\"_blank\" rel=\"noopener\" title=\"\">An\u00e1lise da concorr\u00eancia<\/a>, detec\u00e7\u00e3o de tend\u00eancias e automa\u00e7\u00e3o de fluxos de trabalho<\/td><\/tr><tr><td>Gest\u00e3o de redes sociais e estrat\u00e9gia de campanhas<\/td><td>6.9%<\/td><td>Coleta de insights de escuta para a estrat\u00e9gia de conte\u00fado e o planejamento de campanhas.<\/td><\/tr><tr><td>Pesquisa com IA e visibilidade da marca<\/td><td>4.9%<\/td><td>Acompanhar como sua marca aparece nas respostas dos chatbots de IA.<\/td><\/tr><tr><td>Monitoramento do Reddit e da comunidade<\/td><td>1.6%<\/td><td>Identificar conversas de compradores com alta inten\u00e7\u00e3o de compra no Reddit, no Hacker News e no LinkedIn.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Pesquisa Brand24, maio-agosto de 2026)<\/em><\/p>\n\n\n\n<h3 id=\"importance\" class=\"wp-block-heading\"><strong>Import\u00e2ncia das estat\u00edsticas social listening<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Quais s\u00e3o os resultados que os profissionais de marketing esperam do social listening?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De acordo com os dados do Brand24, o social listening pode ajudar com:<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-comparison-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>Resultado desejado<\/strong><\/th><th>Volume de Mention (participa\u00e7\u00e3o de %)<\/th><\/tr><\/thead><tbody><tr><td>Gest\u00e3o de Opini\u00e3o P\u00fablica e Reputa\u00e7\u00e3o<\/td><td>36.6%<\/td><\/tr><tr><td>Detec\u00e7\u00e3o de tend\u00eancias e an\u00e1lises de mercado<\/td><td>33.4%<\/td><\/tr><tr><td>Intelig\u00eancia competitiva<\/td><td>24.9%<\/td><\/tr><tr><td>Retorno sobre o Investimento (ROI) e Crescimento da Receita<\/td><td>17.5%<\/td><\/tr><tr><td>Marketing de influ\u00eancia<\/td><td>17.1%<\/td><\/tr><tr><td>Reten\u00e7\u00e3o e satisfa\u00e7\u00e3o do cliente<\/td><td>9.8%<\/td><\/tr><tr><td>Detec\u00e7\u00e3o e Gest\u00e3o de Crises<\/td><td>9.2%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(<em>Pesquisa Brand24, maio a agosto de 2026<\/em>. As porcentagens ultrapassam 100%: um \u00fanico mention pode se referir a v\u00e1rios resultados.)<\/em><\/p>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#e8f4ee\"><strong>\ud83d\udca1 O que isso significa para voc\u00ea: <\/strong>Se sua equipe estiver usando apenas o social listening para acompanhar <a href=\"https:\/\/brand24.com\/blog\/pt\/midia-mentions\/\">m\u00eddia mentions<\/a>, voc\u00ea est\u00e1 utilizando cerca de 27% do potencial dela. H\u00e1 muito mais a ser aproveitado na sua estrat\u00e9gia, incluindo <a href=\"https:\/\/brand24.com\/blog\/pt\/ferramentas-de-inteligencia-competitiva\/\">intelig\u00eancia competitiva<\/a>, ou a descoberta de tend\u00eancias e influenciadores. Uma das tend\u00eancias que mais crescem no social listening \u00e9 o acompanhamento de <a href=\"https:\/\/brand24.com\/blog\/pt\/ai-mentions\/\">AI mentions<\/a> nos LLMs; se voc\u00ea ainda n\u00e3o est\u00e1 acompanhando o que as ferramentas de IA est\u00e3o dizendo sobre sua marca, essa \u00e9 uma excelente \u00e1rea para se concentrar a fim de se manter \u00e0 frente em 2026.<\/p>\n\n\n\n<h2 id=\"adoption\" class=\"wp-block-heading\"><strong>Estat\u00edsticas sobre a ado\u00e7\u00e3o do monitoramento de redes sociais<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A maioria dos profissionais de marketing em 2026 j\u00e1 utiliza o social listening. Mas <em>tendo<\/em> o <a href=\"https:\/\/brand24.com\/blog\/pt\/ferramentas-de-escuta-social\/\">ferramenta de escuta social<\/a> e <em>atua\u00e7\u00e3o<\/em> \u201con\u201d e \u201cinsights\u201d s\u00e3o duas coisas bem diferentes.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aqui est\u00e3o os dados que comprovam isso:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>76% de profissionais de marketing <\/strong>utilizam o software social listening em todo o mundo. Outros 17% ainda n\u00e3o o utilizam, e cerca de 7% est\u00e3o avaliando-o ativamente. (<a href=\"https:\/\/www.statista.com\/statistics\/1610582\/social-listening-software-usage-marketing-worldwide\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Statista, 2025<\/a>)<\/li>\n\n\n\n<li><strong>Nas Am\u00e9ricas, cerca de 60% de empresas<\/strong> utilizam estrat\u00e9gias social listening como parte de seu marketing nas redes sociais.  (<a href=\"https:\/\/www.statista.com\/statistics\/1610620\/social-listening-usage-marketing-strategies-americas\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Statista, 2025<\/a>)<\/li>\n\n\n\n<li><strong>55% de profissionais de marketing<\/strong> Em todo o mundo, espera-se um aumento do tempo e dos recursos dedicados ao social listening. (<a href=\"https:\/\/www.statista.com\/statistics\/1610585\/change-in-social-listening-marketing-worldwide\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Statista, 2025<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Dito isso, a ado\u00e7\u00e3o do social listening nem sempre significa que haja um grande impacto na estrat\u00e9gia da marca:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>93% de profissionais afirmam que<\/strong> a intelig\u00eancia social \u00e9 importante para o crescimento futuro, mas <strong>apenas 10% <\/strong>pode colocar em pr\u00e1tica uma ideia em quest\u00e3o de horas. (<a href=\"https:\/\/sproutsocial.com\/insights\/data\/social-intelligence-report\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Sprout Social, Relat\u00f3rio de Intelig\u00eancia Social<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A maioria das equipes de marketing j\u00e1 est\u00e1 atenta, mas ainda s\u00e3o pouqu\u00edssimas as que conseguem responder aos mentions da marca em tempo real.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>94% de l\u00edderes empresariais<\/strong> afirmam que os dados das redes sociais ajudaram a construir a reputa\u00e7\u00e3o e a fidelidade \u00e0 marca, <strong>enquanto o 91% diz<\/strong> o sucesso da empresa deles depende de <em>com que efic\u00e1cia <\/em>eles utilizam dados de redes sociais. (<a href=\"https:\/\/www.pulsarplatform.com\/guides\/what-is-social-listening-2026\" target=\"_blank\" rel=\"noopener\" title=\"\">Pulsar, 2026<\/a>)<\/li>\n<\/ul>\n\n\n\n<h3 id=\"regional-adoption\" class=\"wp-block-heading\"><strong>Ado\u00e7\u00e3o regional do monitoramento de redes sociais<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Na Europa, mais de 83% de empresas<\/strong> no setor de informa\u00e7\u00e3o e comunica\u00e7\u00e3o utilizou as redes sociais para fins comerciais em 2025. (<a href=\"https:\/\/ec.europa.eu\/eurostat\/statistics-explained\/index.php?title=Social_media_-_statistics_on_the_use_by_enterprises\" target=\"_blank\" rel=\"noopener\" title=\"\">Eurostat<\/a>)<\/li>\n\n\n\n<li><strong>41,51 TP47T de profissionais de marketing na regi\u00e3o \u00c1sia-Pac\u00edfico<\/strong> teve um programa social listening em vigor em 2023. (<a href=\"https:\/\/www.statista.com\/statistics\/1395118\/apac-social-listening-program-usage-across-organizations\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Statista<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#e8f4ee\"><strong>\ud83d\udca1 O que isso significa para voc\u00ea: <\/strong>A maioria dos seus concorrentes j\u00e1 possui o software social listening; no entanto, a verdadeira vantagem competitiva est\u00e1 em ter processos que permitam agir rapidamente com base nas informa\u00e7\u00f5es do social listening. Se voc\u00ea fizer isso, j\u00e1 estar\u00e1 \u00e0 frente de 90% do mercado.<\/p>\n\n\n\n<h2 id=\"roi\" class=\"wp-block-heading\"><strong>Estat\u00edsticas de ROI do monitoramento de redes sociais<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 mais f\u00e1cil comprovar o retorno sobre o investimento (ROI) da monitoriza\u00e7\u00e3o e an\u00e1lise das redes sociais do que a maioria dos profissionais de marketing imagina.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Empresas de diversos setores t\u00eam os n\u00fameros para comprovar isso:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>No setor de transporte e servi\u00e7os de carona compartilhada:<\/strong> uma \u00fanica campanha social de um dia gerou um aumento de 100% no volume de discuss\u00f5es, 250% mais compartilhamentos, 90% mais curtidas, um aumento de 24% no engajamento, 11% mais novos usu\u00e1rios e 7% mais viagens. (<a href=\"https:\/\/brand24.com\/pt\/estudo-de-caso\/uber-technologies\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Estudo de caso da Uber<\/a>)<\/li>\n\n\n\n<li><strong>No setor de SaaS B2B:<\/strong> A mudan\u00e7a da abordagem fria (taxa de sucesso de 2%) para a gera\u00e7\u00e3o de leads social listening resultou em uma taxa de engajamento de 30%: uma melhoria de 15 vezes. (<a href=\"https:\/\/brand24.com\/pt\/estudo-de-caso\/traffit\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Estudo de caso da Traffit<\/a>)<\/li>\n\n\n\n<li><strong>No marketing por e-mail:<\/strong> O acompanhamento da presen\u00e7a da marca durante 33 dias gerou um aumento de 20% na visibilidade da marca e um crescimento de 1.69% no alcance nas redes sociais. (<a href=\"https:\/\/brand24.com\/pt\/estudo-de-caso\/mailerlite\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Estudo de caso da MailerLite<\/a>)<\/li>\n\n\n\n<li><strong>Em ag\u00eancias de marketing:<\/strong> Ao descobrir que um ter\u00e7o das publica\u00e7\u00f5es da marca de um cliente mentions era compartilhado em f\u00f3runs e no Reddit e, em seguida, tomar medidas a respeito, gerou um aumento de 1000% nas visualiza\u00e7\u00f5es e um crescimento de 300% no n\u00famero de seguidores. (<a href=\"https:\/\/brand24.com\/pt\/estudo-de-caso\/greenroom-agency\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Estudo de caso da Ag\u00eancia GreenRoom<\/a>)<\/li>\n\n\n\n<li><strong>No setor de servi\u00e7os profissionais:<\/strong> A social listening contribuiu com 30\u201340% de novos neg\u00f3cios ao longo de v\u00e1rios anos, incluindo as maiores contas de clientes. (<a href=\"https:\/\/brand24.com\/pt\/estudo-de-caso\/fello\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Estudo de caso da Fello<\/a>)<\/li>\n\n\n\n<li><strong>No setor de tecnologia de RH:<\/strong> O monitoramento regular da m\u00eddia resultou em um aumento de 10%, em rela\u00e7\u00e3o ao ano anterior, nos mentions da marca e em um crescimento est\u00e1vel na visibilidade da marca. (<a href=\"https:\/\/brand24.com\/pt\/estudo-de-caso\/erecruiter\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Estudo de caso do eRecruiter<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m dos n\u00fameros concretos, o social listening tamb\u00e9m oferece tranquilidade:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>76% de profissionais de marketing que utilizam o social listening<\/strong> se sentem confiantes em rela\u00e7\u00e3o ao ROI do LinkedIn e do Instagram, o que representa uma grande vantagem em rela\u00e7\u00e3o \u00e0s equipes que n\u00e3o t\u00eam essa mesma percep\u00e7\u00e3o. (<a href=\"https:\/\/www.statista.com\/statistics\/1610603\/marketers-roi-confidence-social-listeners-vs-non-listeners-worldwide-by-platform\/\">Statista, 2024<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#e8f4ee\"><strong>\ud83d\udca1 O que isso significa para voc\u00ea: <\/strong>O ROI do monitoramento de redes sociais n\u00e3o \u00e9 espec\u00edfico de um determinado setor e varia de acordo com a efic\u00e1cia com que uma equipe coloca em pr\u00e1tica o que descobre por meio das ferramentas social listening.<\/p>\n\n\n\n<h2 id=\"ai\" class=\"wp-block-heading\"><strong>Estat\u00edsticas da IA social listening<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A maioria das equipes de social listening j\u00e1 fez a transi\u00e7\u00e3o para o social listening com tecnologia de IA.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vamos ver os dados que comprovam isso:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>91% de profissionais social listening<\/strong> utilizar ferramentas baseadas em IA para coleta ou an\u00e1lise de dados. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li><strong>O 94% incorpora IA generativa <\/strong>em seus fluxos de trabalho, at\u00e9 certo ponto. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li><strong>82,61 TP47T de profissionais de marketing<\/strong> acreditam que a IA ir\u00e1 <em>aprimorar<\/em> em vez de <em>substituir<\/em> an\u00e1lise humana nos pr\u00f3ximos cinco anos. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li><strong>42,51 TP47T dos profissionais de marketing dos EUA <\/strong>Agora, use as ferramentas social listening para monitorar a visibilidade da marca em resultados gerados por IA, como o ChatGPT e o Perplexity. (<a href=\"https:\/\/content-naf.emarketer.com\/b2b-marketers-face-ai-visibility-readiness-gap\" target=\"_blank\" rel=\"noopener\" title=\"\">NP Digital \/ eMarketer, 2025<\/a>)<\/li>\n\n\n\n<li><strong>1 em cada 10 profissionais de marketing <\/strong>afirma que o conte\u00fado baseado em tend\u00eancias j\u00e1 gerou indica\u00e7\u00f5es diretas para o LLM. (<a href=\"https:\/\/www.adobe.com\/express\/learn\/blog\/jumping-on-trends\" target=\"_blank\" rel=\"noopener\" title=\"\">Adobe, 2025<\/a>)<\/li>\n<\/ul>\n\n\n\n<h3 id=\"ai-trust-gap\" class=\"wp-block-heading\"><strong>Estat\u00edsticas sobre a lacuna de confian\u00e7a na IA para monitoramento de redes sociais<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Apenas 3% dos profissionais confiam plenamente nas percep\u00e7\u00f5es geradas pela IA. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li>61.2% considera que a IA \u00e9 \u00fatil, mas que requer um controle humano extensivo. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li>Apenas 6% dos profissionais acreditam que a IA assumir\u00e1 totalmente social listening do trabalho. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#e8f4ee\"><strong>\ud83d\udca1 O que isso significa para voc\u00ea: <\/strong>O fato de apenas 3% dos especialistas confiarem plenamente nas percep\u00e7\u00f5es da IA por conta pr\u00f3pria \u00e9, na verdade, algo positivo. Isso mostra que profissionais experientes de marketing veem a IA como um parceiro poderoso que agiliza o monitoramento das redes sociais, em vez de substitu\u00ed-lo. E se voc\u00ea n\u00e3o estiver monitorando sua visibilidade de pesquisa com IA, <em>agora<\/em> \u00c9 hora de come\u00e7ar: mais de 2 em cada 5 dos seus concorrentes nos EUA j\u00e1 fazem isso.<\/p>\n\n\n\n<h2 id=\"implementation\" class=\"wp-block-heading\"><strong>Estat\u00edsticas de implementa\u00e7\u00e3o do monitoramento de redes sociais<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A implementa\u00e7\u00e3o do social listening \u00e0s vezes apresenta desafios reais.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eis o que mostram os n\u00fameros mais recentes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>64,61 TP47T de profissionais social listening<\/strong> citam as restri\u00e7\u00f5es da API e as mudan\u00e7as na plataforma como seu desafio #1 ao analisar dados de redes sociais. (<a href=\"https:\/\/thesilab.com\/\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Situa\u00e7\u00e3o do Social Listening em 2025<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Por isso, a cobertura de dados da plataforma tornou-se o fator mais importante a ser levado em conta ao avaliar seu <a href=\"https:\/\/brand24.com\/blog\/pt\/ferramentas-de-monitoramento-de-midia-social\/\" target=\"_blank\" rel=\"noopener\" title=\"\">ferramenta de monitoramento de m\u00eddia social<\/a> op\u00e7\u00f5es.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>56% das equipes das marcas pr\u00f3prias<\/strong> t\u00eam dificuldade em demonstrar \u00e0 alta administra\u00e7\u00e3o o valor comercial do social listening. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li><strong>29,61 TP47T de profissionais de marketing de ag\u00eancias<\/strong> digamos que social listening oriente suas decis\u00f5es estrat\u00e9gicas, mas, para as equipes internas, esse n\u00famero cai para apenas 9,9% (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li><strong>73,71 TP47T de profissionais <\/strong>quem muda de ferramenta o faz devido a limita\u00e7\u00f5es no acesso aos dados. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li><strong>47% de marcas terceirizam <\/strong>social listening exclusivamente para ag\u00eancias ou consultores; <strong>o motivo #1<\/strong> \u00e9 o tamanho da equipe (<strong>64.7%<\/strong> afirmam que sua equipe interna \u00e9 muito pequena). (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li>Apenas 10% dos profissionais de intelig\u00eancia social conseguem agir com base em uma percep\u00e7\u00e3o em quest\u00e3o de horas, embora 93% afirmem que isso \u00e9 fundamental para o crescimento da marca. (<a href=\"https:\/\/sproutsocial.com\/insights\/data\/social-intelligence-report\/\" target=\"_blank\" rel=\"noopener\" title=\"\">Sprout Social, Relat\u00f3rio de Intelig\u00eancia Social<\/a>)<\/li>\n<\/ul>\n\n\n\n<h2 id=\"usage\" class=\"wp-block-heading\"><strong>Estat\u00edsticas de uso das redes sociais: por que o social listening \u00e9 importante?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Se voc\u00ea precisar explicar a algu\u00e9m a import\u00e2ncia do social listening, mostre a essa pessoa estas estat\u00edsticas sobre as redes sociais:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>5,66 bilh\u00f5es de identidades de usu\u00e1rios de redes sociais<\/strong> existem em todo o mundo, o que representa 68,7% da popula\u00e7\u00e3o mundial. (<a href=\"https:\/\/datareportal.com\/reports\/digital-2026-global-overview-report\" target=\"_blank\" rel=\"noopener\" title=\"\">DataReportal, Relat\u00f3rio de Vis\u00e3o Geral Global do Digital 2026<\/a>)<\/li>\n\n\n\n<li><strong>61% de consumidores <\/strong>descobriu uma nova marca ou produto nas redes sociais nos \u00faltimos 12 meses. (<a href=\"https:\/\/www.deloittedigital.com\/nl\/en\/insights\/research\/state-of-social-research-2025.html\" target=\"_blank\" rel=\"noopener\" title=\"\">Deloitte Digital, Pesquisa \u201cState of Social\u201d 2025<\/a>)<\/li>\n\n\n\n<li><strong>81% de consumidores <\/strong>afirmam que os influenciadores e criadores de conte\u00fado que seguem s\u00e3o fontes confi\u00e1veis de informa\u00e7\u00e3o. (<a href=\"https:\/\/www.deloittedigital.com\/nl\/en\/insights\/research\/state-of-social-research-2025.html\" target=\"_blank\" rel=\"noopener\" title=\"\">Deloitte Digital, 2025<\/a>)<\/li>\n\n\n\n<li><strong>57% de consumidores <\/strong>que seguem influenciadores compraram ou recomendaram uma marca depois de verem uma parceria entre a marca e o criador de conte\u00fado. (<a href=\"https:\/\/www.deloittedigital.com\/nl\/en\/insights\/research\/state-of-social-research-2025.html\" target=\"_blank\" rel=\"noopener\" title=\"\">Deloitte Digital, 2025<\/a>)<\/li>\n\n\n\n<li><strong>39% de pessoas com idades entre 18 e 24 anos<\/strong> usam as redes sociais como sua principal fonte de not\u00edcias, um aumento em rela\u00e7\u00e3o aos 21% registrados em 2015, ultrapassando os canais de not\u00edcias e os aplicativos. (<a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/understanding-young-news-audiences-time-rapid-change\" target=\"_blank\" rel=\"noopener\" title=\"\">Instituto Reuters, 2025<\/a>)<\/li>\n\n\n\n<li><strong>93% dos consumidores <\/strong>acho que \u00e9 importante que as marcas se mantenham atualizadas com a cultura online, <strong>mas um ter\u00e7o afirma<\/strong> \u00c9 constrangedor quando as marcas se aproveitam das tend\u00eancias sem compreender o contexto mais amplo. (<a href=\"https:\/\/investors.sproutsocial.com\/news\/news-details\/2025\/The-Days-of-Trend-Chasing-Are-Over-New-Research-from-Sprout-Social-Reveals-a-Third-of-Consumers-Think-Jumping-on-Viral-Trends-is-Embarrassing-\" target=\"_blank\" rel=\"noopener\" title=\"\">Sprout Social \/ Harris Poll, 2025<\/a>)<\/li>\n\n\n\n<li><strong>93% dos consumidores<\/strong> quem perde a confian\u00e7a em uma marca acaba indo embora silenciosamente, sem dizer uma palavra, e <strong>Apenas 55% <\/strong>compartilham sua decep\u00e7\u00e3o com os amigos. Eles quase nunca entram em contato diretamente com a marca, o que lhe d\u00e1 a chance de resolver a situa\u00e7\u00e3o. (<a href=\"https:\/\/www.ogilvy.com\/ap\/ideas\/ogilvy-unveils-inaugural-2026-apac-believability-index-power-proof-study-reveals-hidden-cost\" target=\"_blank\" rel=\"noopener\" title=\"\">Ogilvy, \u00cdndice de Credibilidade da APAC 2026<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#e8f4ee\"><strong>\ud83d\udca1 O que isso significa para voc\u00ea: <\/strong>A escuta social \u00e9 o \u00fanico mecanismo capaz de detectar o decl\u00ednio <a href=\"https:\/\/brand24.com\/blog\/pt\/reputacao-da-marca\/\">reputa\u00e7\u00e3o da marca<\/a> sinais, como quedas no sentimento positivo ou ind\u00edcios negativos sutis nos t\u00f3picos de discuss\u00e3o do p\u00fablico, antes que isso se reflita nos seus n\u00fameros de receita.<\/p>\n\n\n\n<h2 id=\"tools\" class=\"wp-block-heading\"><strong>Estat\u00edsticas das ferramentas de monitoramento de redes sociais<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">O mercado de ferramentas social listening nunca teve tantas op\u00e7\u00f5es, e as equipes est\u00e3o utilizando mais dessas ferramentas do que nunca.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aqui est\u00e3o os dados mais recentes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>78,51 TP47T das equipes social listening<\/strong> utilizam mais de uma plataforma, um aumento em rela\u00e7\u00e3o aos 74,8% do ano anterior. As configura\u00e7\u00f5es com v\u00e1rias ferramentas s\u00e3o agora a regra, e n\u00e3o a exce\u00e7\u00e3o. (<a href=\"https:\/\/thesilab.com\/\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Situa\u00e7\u00e3o do Social Listening em 2025<\/a>)<\/li>\n\n\n\n<li><strong>82,81 TP47T de organiza\u00e7\u00f5es<\/strong> revisam suas plataformas social listening pelo menos uma vez por ano, e 27,8% fazem isso de forma cont\u00ednua. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li><strong>73,7% dos profissionais que trocam de ferramenta<\/strong> fazem isso devido \u00e0s limita\u00e7\u00f5es de acesso aos dados: o mesmo desafio que, em primeiro lugar, leva as equipes a adicionarem mais ferramentas \u00e0 sua pilha de tecnologias. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Tamb\u00e9m estamos observando um verdadeiro impulso na \u2018integra\u00e7\u00e3o de dados\u2019. As equipes est\u00e3o se tornando mais h\u00e1beis em estabelecer conex\u00f5es:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>52,11 TP47T de equipes<\/strong> agora combinam os dados do social listening com os dados de pesquisa como sua principal fonte complementar para obter um panorama mais completo. (<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n\n\n\n<li>A propor\u00e7\u00e3o de conte\u00fado que combina redes sociais com dados de terceiros quase dobrou: <strong>23,31 TP47T em 2025 contra 11,81 TP47T em 2024. <\/strong>(<a href=\"https:\/\/www.thesilab.com\/state-of-social-intelligence\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab, Relat\u00f3rio sobre o estado do Social Listening<\/a>)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Quando se trata de onde vai parar a maior parte dos custos do social listening, a tecnologia \u00e9 claramente a prioridade:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>73% dos l\u00edderes de marcas e 76% dos l\u00edderes de ag\u00eancias planejam investir em tecnologia, contra apenas 55\u201356% que planejam investir em pessoas (<a href=\"https:\/\/thesilab.com\/\" target=\"_blank\" rel=\"noopener\" title=\"\">O SILab<\/a>).<\/li>\n<\/ul>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#e8f4ee\"><strong>\ud83d\udca1 O que isso significa para voc\u00ea: <\/strong>Pense no seu conjunto de ferramentas social listening como um quebra-cabe\u00e7a: antes de adicionar mais pe\u00e7as, concentre-se nas lacunas que voc\u00ea precisa preencher. Em vez de simplesmente perguntar \u201c<em>\u201dQual plataforma \u00e9 a melhor?\u201d<\/em>, tente perguntar <em>\u201cQuais fontes de dados est\u00e3o faltando?\u201d<\/em> Para muitas equipes, o primeiro passo mais eficaz consiste simplesmente em combinar o monitoramento da m\u00eddia com os dados de pesquisa. Isso transforma <em>\u201cO que as pessoas est\u00e3o dizendo\u201d<\/em> para uma vis\u00e3o mais aprofundada de <em>\u201co que as pessoas est\u00e3o dizendo e procurando\u201d,<\/em> o que torna seus dados muito mais confi\u00e1veis.<\/p>\n\n\n\n<div class=\"wp-block-b24-faq b24-faq\"><h2 class=\"b24-faq__header\">PERGUNTAS FREQUENTES<\/h2><div class=\"b24-faq__items\">\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">Qual \u00e9 o tamanho do mercado de social listening?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">O mercado global de monitoramento de m\u00eddias sociais est\u00e1 avaliado em $10,37 bilh\u00f5es em 2025, com proje\u00e7\u00e3o de atingir $20.2\u2013$22,6 bilh\u00f5es at\u00e9 2030, com uma taxa composta de crescimento anual (CAGR) de 14\u201317%. (Grand View Research; The Business Research Company) <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nos EUA, esse valor passa de $2,97 bilh\u00f5es em 2025 para $11,2 bilh\u00f5es at\u00e9 2035. (SNS Insider)<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">Qual \u00e9 a porcentagem de empresas que utilizam o social listening?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">76% de profissionais de marketing em todo o mundo utilizar\u00e3o o software social listening em 2025. (Statista) <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quase 60% de empresas nas Am\u00e9ricas incluem isso em suas estrat\u00e9gias de marketing nas redes sociais, e 55% em todo o mundo planejam aumentar seus investimentos. (Statista, 2025)<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">Quais s\u00e3o os principais casos de uso do social listening?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">De acordo com a an\u00e1lise do Brand24 2026 social listening, os principais casos de uso do social listening s\u00e3o: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>monitoramento da marca mention (27,6%), <\/li>\n\n\n\n<li>gest\u00e3o da reputa\u00e7\u00e3o da marca (13.1%), <\/li>\n\n\n\n<li>Intelig\u00eancia competitiva baseada em IA (9,9%), <\/li>\n\n\n\n<li>estrat\u00e9gia de campanha nas redes sociais (6.9%), <\/li>\n\n\n\n<li>Pesquisa com IA e acompanhamento da visibilidade da marca (4,9%), <\/li>\n\n\n\n<li>e monitoramento do Reddit e das comunidades (1,6%).<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">Qual \u00e9 o ROI que o social listening proporciona?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">As empresas de transporte observaram um crescimento no volume de discuss\u00f5es de 100% a partir de uma \u00fanica campanha de um dia. As empresas de tecnologia de RH aumentaram o engajamento de leads de 2% para 30%. As empresas do setor imobili\u00e1rio atribu\u00edram de 30 a 40% de novos neg\u00f3cios ao social listening ao longo de v\u00e1rios anos.\u00a0<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">Quais s\u00e3o os maiores desafios do social listening?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">As restri\u00e7\u00f5es da API est\u00e3o no topo da lista, citadas por 64,6% dos profissionais. (The SILab) <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Demonstrar valor para os resultados financeiros vem logo em segundo lugar (56% das equipes internas). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apenas 10% das equipes conseguem agir com base nas informa\u00e7\u00f5es em quest\u00e3o de horas, embora 93% considerem isso fundamental. (Sprout Social)<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-b24-faq-item b24-faq__item\"><h3 class=\"b24-faq__question\"><button class=\"b24-faq__toggle\" type=\"button\" aria-expanded=\"false\"><span class=\"b24-faq__question-text\">Como a IA est\u00e1 mudando o monitoramento de redes sociais?<\/span><span class=\"b24-faq__toggle-icon-container\" aria-hidden=\"true\"><span class=\"b24-faq__toggle-icon\" aria-hidden=\"true\"><\/span><\/span><\/button><\/h3><div class=\"b24-faq__answer\">\n<p class=\"wp-block-paragraph\">91% dos profissionais da \u00e1rea de social listening utilizam ferramentas baseadas em IA para an\u00e1lise, e 94% incorporam IA generativa em seus fluxos de trabalho, mas apenas 3% confiam plenamente nas percep\u00e7\u00f5es geradas pela IA. (The SILab) <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">42,51% dos profissionais de marketing dos EUA agora monitoram a visibilidade da marca em resultados gerados por IA, como o ChatGPT e o Perplexity. (NP Digital \/ eMarketer, 2025)<\/p>\n<\/div><\/div>\n<\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>All the social listening statistics you&#8217;ve been looking for in 2026: market size, adoption rates, AI, ROI, and Brand24&#8217;s own original research.<\/p>","protected":false},"author":99,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[4146],"tags":[2188,2186,2180,2177,2190,2183,2178,2189,2179,2191,2181,2185,2182,2184,2187],"class_list":["post-185216","post","type-post","status-publish","format-standard","hentry","category-competitor-intelligence","tag-competitor-analysis-seo-tool","tag-competitor-analysis-tool","tag-competitor-analysis-tool-free","tag-competitor-analysis-tools","tag-competitor-analysis-tools-seo","tag-competitor-backlink-analysis-tool","tag-competitor-keyword-analysis-tool","tag-competitor-website-analysis-tools","tag-free-competitor-analysis-tool","tag-free-competitor-analysis-tools","tag-free-seo-competitor-analysis-tool","tag-seo-competitor-analysis-tool","tag-seo-competitor-analysis-tool-free","tag-seo-tools-competitor-analysis","tag-website-competitor-analysis-tool"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"The social listening market will hit $25B by 2030. 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