Since last year, the reality show Big Brother Brasil, shown by TV Globo, has invited celebrities to compose its list of participants. It’s the “cabin” gang – anonymous people are called “popcorn”.
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In the 2020 edition, names like actor Babu Santana, actress and singer Manu Gavassi and influencer Rafaella Kalimann benefited from the exhibition of just over three months at the house, increasing the number of followers on social networks and, consequently, interest of brands willing to invest in sponsored posts. However, this year, the situation for some celebrities is not so favorable.
The most notorious case is that of the singer and presenter from Curitiba, Karol Conká. Chosen by the public as one of the villains of the 2021 season, she started the program with 1.6 million followers on Instagram. Now, five weeks after the BBB’s debut, that number has dropped to 1.2 million.
A profile called Karol Rejection, whose description says that “the goal of having more followers than Karol”, makes negative posts about the rapper and already has 2 million followers. The Estadão report contacted Karol’s team to comment on these facts, but received no response.
The fame of bad stuck to the singer after she became involved in the cancellation of actor Lucas Penteado, who, because he felt persecuted and isolated, chose to give up the competition. Karol even banished him from the table at dinner time. Added to this is the fact that she allied herself with two other players that were poorly evaluated by the public: the master in psychology Lumena Aleluia and the humorist Nego Di, eliminated on February 16 with 98.76% of the votes, a record of rejection in the program’s history.
In a chat shortly after his elimination, Nego was disappointed to see that he gained just over 200,000 followers during the three weeks he spent on the program, totaling 1.3 million. Rafaela Kalimann, second in the last edition, won 400 thousand in one week. After a year, the influencer has 20.3 million. Manu Gavassi won almost 9 million after three months at the house.
Karol Conká’s behavior should also hurt in your pocket. According to a survey carried out by the Brunch agency, at the request of Forbes magazine, the singer’s losses due to the deterioration of her artistic image can reach R $ 5 million. In early January, the GNT channel announced that it would not air the program Prazer, Feminino, already recorded by Karol before joining BBB. Two music festivals removed the singer from her cast.
Another victim is rapper Projota who, in the view of viewers, integrates the so-called “hate office” of reality alongside Karol, Lumena, Nego Di and the funky Pocah. He even gained followers at the beginning of the program, reaching 4.3 million fans on Instagram. However, in the past 15 days, it has lost 600,000 of them. The singer’s team minimizes the escape.
“In fact, the numbers are wrong. Projota, on Instagram alone, had 2.9 million followers when the program started. The number grew even more and then dropped slightly. But it is still positive,” says Haroldo Tzirulnik, businessman and founder of Faz Produções, who takes care of the rapper’s career.
Tzirulnik says that Projota, an established artist – his music has more than 2 billion views on his Vevo video channel -, accepted to participate in the program to “make his face better known and get his message across”.
The businessman says that Projota has not lost any sponsorship or commercial support due to his participation in the program. “On the contrary. We received several inquiries and their numbers on all streaming networks only make them go up. It has a large catalog that speaks for itself as well. And this is a valuable asset that few artists can afford to have,” he says. .
In this Sunday’s program, 21, Karol and Projota were nominated for the wall. She, by the leader, Sarah, who accused her of having inconsistent attitudes. He was one of the chosen ones by the other participants, but he got rid of the hot spot in the race called knockback. Hours earlier, the program’s director-general, Boninho, posted on Twitter stating that Karol is one of the participants he “loves”.
In a more comfortable situation, the managers of the official profiles of the popcorn group are jumping for joy. Paraiba lawyer Juliette Freire had less than 4 thousand followers on Instagram when she joined BBB. It currently exceeds 9 million. The number is greater than the followers of celebrities such as Carolina Dieckmann, Reynaldo Gianecchini, Preta Gil and Thelma Assis, winner of the 2020 edition. The farmer from Goiás, Caio Afiune, was accompanied by only 900 people on the social network. With sudden fame, it jumped to 3.2 million.
For 19 years on the air, Big Brother Brasil is responsible for giving fame to dozens of participants each season – the number of confined people has varied over the years and, in 2021, reached 20. After leaving the house, they enjoyed the fame participating in events – the so-called vip presence. Names like Grazi Massafera, Sabrina Sato and Jean Wyllys won titles that went beyond the prejudiced “ex-BBB”.
With the growth of social networks and, above all, with the pandemic, the source of income, sponsorship and exchanges started to depend on digital profiles on social networks, especially on Instagram. That is why the number of followers is so important. It is one of the thermometers for the sponsoring brands that usually run away from controversies.
For Thiago Costa, coordinator of the graduate program in Communication and Digital Marketing at Faap, failing to follow a participant in the program turned the viewer’s positioning. “With this act, he says ‘I don’t like you’. The social network has always been part of the game, but this year it has gained a more specific function: it is not enough to just vote on the program’s website to eliminate a participant, it is necessary to make the preference clear. It’s become part of the fun. It’s a face of cancellation “, he explains.
Cancellation, behavior that became a theme in the program – including, through an action by one of the sponsors to make participants aware of how it can be harmful to the recipient – is defined as a “fashion” by Costa.
“There is a herd effect, something very traditional in the networks. Many people do not even know the reason for the cancellation, but they go after it. It is part of the polarized moment in which we live, in which everything needs to be embedded in columns of right or wrong, good or bad. With the quarantine, the need for social approval by social networks intensified. So, you choose a side “, he says.
For Costa, there is no right time for the rejection of a canceled one to be reversed. The advice he gives is “let the dust settle”. For the profile administrators – Projota, for example, has a team of four people exclusively taking care of their networks – it remains to manage the crisis and try to highlight the positive points of the participants.
According to the expert, since last year, celebrities have lost followers on social networks in a movement that, according to him, is worldwide.
Tired of seeing the look of the day or a multitude of stories in which the famous display products, the public, who have been more at home because of the pandemic, left in search of content considered more relevant or that make more sense at this moment, such as music classes, humor skits, DIY tips and entertainment in general, as well as brands that clearly position themselves on current affairs.