The debate influencers versus paid media has already run its course. In a fragmented digital scenario, with the consumer moving through multiple channels and formats, the choice has ceased to be OR and has become AND. Social networks, video platforms, websites, and apps compete for the attention of a dynamic and multifocal audience, demanding more complex and complementary strategies. After all, how to reach a consumer who seeks entertainment on social media, information on specialized portals, and immediate solutions on shopping apps?
“Today’s consumer is an information multitasker. He moves between platforms with different objectives and expectations, and brands need to be present in these different moments in an integrated and strategic way,” says Bruno Almeida, CEO of US Media. The executive argues that the combination of influencers and paid media is essential to strengthen advertising impact at all stages of the consumption funnel.
Data from Matter Communications prove the strength of influencers: 69% of consumers trust their recommendations more than direct messages from brands. However, BrandLovers estimates that R$1.57 billion is wasted annually in Brazil on poorly structured influencer campaigns, often due to lack of integration with media. “It’s like building a house without a foundation. Influence generates the buzz, but without the media to support and guide this buzz, the potential is lost,” explains Almeida.
Orchestrating influence and performance: the key to successContent creators generate empathy, conversations, and authentic connections. Paid media, on the other hand, ensures reach, segmentation, and predictability. Almeida emphasizes that when planned in an integrated and complementary manner, these fronts enhance each other. “Influencers open the dialogue, and media sustains it with precise segmentations, retargeting, and intelligent use of data, leading the consumer through the purchase journey – from interest to conversion”. The lack of this continuity, warns the CEO, is one of the main bottlenecks in digital campaign performance.
Investing in hybrid campaigns allows brands to achieve different communication objectives in an integrated way. For instance, while influencers can build awareness and generate desire for a product, programmatic media directs qualified traffic to e-commerce, directly impacting sales. “It’s like an orchestra, each instrument has its role, and the combination of all creates a perfect symphony”.
Latin America: a promising scenario for integrationWith high digital penetration, a strong community culture, and openness to experimenting with new platforms and formats, Latin America emerges as a fertile territory for integrated campaigns. “For example, TikTok is already the main source of news for 75% of Latin Americans, according to Comscore”, points out Almeida. “Digital influence permeates consumer decisions, and brands need to be attentive to this. We have a practical example with the arrival of TikTok Shop.”
Diversification and measurement: pillars of future campaignsFor the CEO of US Media, the future of advertising lies in multichannel campaigns that integrate different platforms, formats, and voices. “People move between social networks, websites, videos, and apps. Brands need to use data and technology to create unified and seamless campaigns, following the consumer on their journey”, he says. Diversification, according to him, is not just about distributing the budget, but creating smarter and more relevant campaigns with adaptable narratives and formats that resonate with the audience on each channel.
“I believe we are at a pivotal moment. The challenge is not to choose between influence or media but to cleverly integrate both. When this happens, the result is much greater than the sum of its parts, generating campaigns that truly resonate with the audience and generate value for the brand. The consumer journey has changed, and brands that do not keep up with this change will be left behind”, Almeida concludes.
