Mega da Virada lottery and Ana Castela's separation generate a combined 660 million interactions on social media.

The Mega da Virada lottery draw and the end of the relationship between singers Ana Castela and Zé Felipe dominated Instagram and TikTok during the end-of-year celebrations. The two topics totaled 660 million interactions on the platforms, according to a survey released this Friday (2) by Ativaweb, an agency specializing in digital intelligence.

The Mega da Virada lottery led in engagement with 371 million interactions in 24 hours. As reported by Guilherme Amado's column on PlatôBR, the announcement of the separation of the celebrity couple, made on New Year's Eve, generated 289 million interactions.

Social media users set politics aside during the end-of-year celebrations and turned their attention to topics related to emotions and dreams. The interactions took place on Instagram and TikTok, the main platforms used by Brazilians.

The audience that interacted with content about the Mega da Virada lottery was predominantly composed of people between 25 and 34 years old. The draw showed a gender balance, with 52% men and 48% women engaged with the topic.

However, posts about the singers' breakup had greater engagement among young people aged 18 to 24. Content about the separation predominantly attracted a female audience, which accounted for 63% of interactions.

Both events took place at the end of 2025. The traditional Mega da Virada lottery draw occurred during its usual period, while the announcement of the couple's separation was made on New Year's Eve.

The observed trend is expected to continue influencing user behavior on social media in the early days of 2026. Themes related to emotions and personal aspirations are expected to remain highly relevant.

"The data confirms that, in digital environments saturated with politics, the public responds more intensely to universal triggers such as money and emotion," stated Alek Maracajá, founder of Ativaweb.

According to the agency's study, the artists' separation primarily mobilized the female audience, generating a high volume of comments and emotional narratives. The lottery was a central theme for economically active adults, connecting dreams, money, and social expectations.