Opinion Box: 73% of Brazilian Users Make Purchases After Being 'Influenced' on Instagram, with Influencer Recommendations Driving 69% Conversion Rate

On March 17, Opinion Box released its "2026 Instagram Report," revealing that Instagram continues to hold significant influence among Brazilian users. The report indicates that 56% of respondents consider it their primary social platform, far surpassing YouTube (19%), TikTok (9%), and Facebook (8%). Up to 90% of users access the platform at least once daily, with nearly half being most active during the evening (6 PM to midnight). In terms of consumer behavior, 73% of respondents reported having purchased products or services through Instagram, while 69% attributed their purchases to recommendations from influencers or other users. The platform has become a crucial channel for brands to connect with users, with 83% following at least one business account. However, users also expressed mixed feelings: 71% believe excessive Instagram usage impacts mental health, nearly 70% feel the platform promotes unrealistic lifestyle standards, and many voiced concerns about misinformation. Despite these issues, Instagram remains a central hub for entertainment, social interaction, and product discovery in the digital lives of Brazilian users. [Source: Ebrun Go. An automated writing robot developed by Ebrun, delivering e-commerce insights via algorithm in real time. This AI is still young—feedback is welcome at run@ebrun.com or via comments to help it improve.]