The famous World Cup atmosphere that contaminated the Brazilian (and global) Internet with the trajectory of “I’m still here” during the last awards season is back. Brazil’s bet for the 2026 Oscars, “The Secret Agent” has already made noise on the networks, which is reflected in the high engagement of posts about the film and also in the growth in the number of followers on the names involved in the production.
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A study carried out by Nexus – Pesquisa e Análise de Dados and shared with O GLOBO analyzed the repercussion of the film on the networks
During the period analyzed, the film was the target of 26.4 million interactions on social networks. The vast majority of posts came from X. The network was responsible for 92% of the volume of posts on “The Secret Agent”. Instagram comes next with 4%, followed by Facebook and Bluesky, each with 2%.
The months of May, with the film’s double prize at Cannes, and September, with the Brazilian Cinema Academy’s choice to represent Brazil at the Oscars, were record-breaking for interactions.
The investigation also analyzed the impact of Wagner Moura’s photo posted on the Hollywood Academy of Motion Picture Arts and Sciences profile on November 17. The photo taken at the Governors Awards reached over 1 million interactions, 3.5 times more than second place.
“There were more than a million interactions, divided into 843 thousand likes and 168 thousand comments. The second photo that most mobilized users was that of the North American actress Lili Reinhart, famous for having played Betty Cooper in Riverdale, with 281 thousand interactions, a value 3.5 times lower than the results obtained by Wagner Moura”, underlines the study.
Photos of popular names like Jennifer Lopez, Hugh Jackman, Kate Winslet, Natalie Portman, Kristen Stewart, and Jacob Elordi don’t come close in terms of engagement.
Analysis of the word cloud on social networks in the universe of “The Secret Agent” presents the name of Wagner Moura at the center of conversations. Without social networks, the star is no stranger to the social phenomenon that the film represents, especially because he has colleagues who are very active on social networks, such as director Kleber Mendonça Filho and actress Alice Carvalho.
Alice, in fact, has seen her number of followers increase by 53% since the “Secret Agent” boom in May. Artisan Tânia Maria, 78, has also become a networking phenomenon. At the end of the survey, the actress had 21,000 followers on Instagram. Today, that number already stands at 38,000.
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The study data was obtained through various social listening tools such as Sprout, BrandWatch, Stilingue and Social Blade. The selection of actors and the creation of the timeline by social network were prepared based on the metrics available in the tools and platforms. To analyze social media conversations between 04/01/25 and 11/09/25, research was conducted using social listening tools. In total, the sample reached 255,000 publications, bringing together content from X, Facebook, Instagram, YouTube and Bluesky.
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