The impact of digital influencers in Brazil can no longer be ignored. Brazil, with millions of users on platforms like Instagram and TikTok, clearly reflects this reality. According to the platform influency.me, 66.7% of brands are expected to increase their investments in influencer marketing by 2024.
These content creators have emerged as central figures in marketing and communication, transforming how brands and consumers interact.
Currently, digital influence goes beyond conventional advertising. Influencers are seen as authentic and relatable figures, whose recommendations are highly valued. This closeness, often missing with traditional celebrities, allows influencers to shape trends, promote products, and mobilize communities. From nano to mega-influencers, there are differentiations in audience size and how it affects engagement. Nano and micro-influencers, despite having fewer followers, tend to generate more trust and closeness, becoming strategic alternatives for more authentic and effective campaigns.
In addition to driving the market, influencers play an essential role in democratizing information. Many address relevant topics such as mental health, sustainability, and diversity, using their platforms to promote social awareness. During the pandemic, Brazilian influencers mobilized their followers for charitable actions, reinforcing their role as agents of change. In this way, they amplify voices that were previously marginalized and create important dialogues for society.
Various strategies can be applied in personalized campaigns for different types of influencers, considering engagement and reach metrics. This exercise demonstrates the power of influencer marketing in connecting brands and audiences genuinely, offering something that traditional marketing cannot: authenticity.
Therefore, influencers are more than opinion leaders; they are protagonists of modern communication. With their ability to engage and transform, they shape the future of marketing and society, connecting people and promoting changes.
Learn more about the subject on the podcast Midiatize, where we discuss the evolution of this phenomenon, from the “archaeology of the term” to the role of influencers in the digital economy and social changes.
