The IAB Brazil survey reveals that the purchase decision is positively influenced by influencers, especially through ads: 8 out of 10 Brazilians have already bought a product recommended by one. Of these, 8 out of 10 also say they are satisfied with the recommendation. The survey was conducted in April 2024 with 1,500 people and identified the impact of content creators on people’s lives – which grows every year – the motivations for following an influencer, the opinion on ‘publis,’ and the shopping experience after being influenced.
This is the second edition of the survey which, in addition to providing comparisons with the 2023 data, presents for the first time the behavior of different generations. The results of the study ‘2024 Publi: The impact of the creator economy among generations in Brazil,’ conducted in partnership with Offerwise, show that content creators are, among other things, sources of information to learn new things, offer useful tips and advice on specific topics, and present relevant content for diverse interests.
In practice, 9 out of 10 Brazilians follow influencer recommendations. Of these, 9 out of 10 say they are satisfied with the tips. Among the groups that most apply influencers’ advice, the upper class and the younger ones stand out. Regarding the preferred content format, all generations and classes are unanimous: video. More specifically, short (30 seconds to 1 minute) and medium (1 to 15 minutes) videos.
These pieces of information are essential for influencers and brands to generate impact and gain relevance among followers, especially through ads. The survey indicates that only 3 out of 10 people do not like or are indifferent to ‘publis.’ On the contrary, 84% say they have discovered new products and sought information through this type of action.
“The creator economy has revolutionized the way brands and consumers interact, and digital advertising plays a key role in this new scenario. As the sector matures, more opportunities arise for brands and influencers. This is a market that is only expected to grow, and research points out practices to maximize its potential,” says Denise Porto Hruby, CEO of IAB Brazil.
According to the study, “publis” impact the journey from the discovery and consideration phase to the actual purchase. The formats that tend to have the most impact on respondents are detailed reviews, unboxing, and testimonials from satisfied customers. Daily, 6 out of 10 connected Brazilians consume influencer content, with an average of 1h40 – which varies between age groups and social classes.
Some highlights of the creator economy by generation:
– Generation Z: the most influenced by the influencer’s style and personality;
– Millennials: the most inclined towards publis and their importance in discovering new products;
– Generation X: the one that prefers expert and customer reviews the most;
– Boomers: the ones who follow influencers the most to support their work and produced content;
