How much does a digital influencer earn in Brazil?

Those who frequently use social media have likely encountered the luxurious lifestyles flaunted by certain digital influencers, whose income comes from creating content online. While this reality holds true, it is restricted to a small segment of these professionals, as the 5th edition of the Creators and Business survey, conducted by Brunch and YOUPIX, revealed that half (50.68%) of creators earn up to R$ 5,000 per month. Only 6% have a monthly income above R$ 20,000. 

See the monthly income distribution data, according to the survey:

– Up to R$ 2,000.00: 19.24%

– Between R$ 2,001.00 and R$ 5,000.00: 31.44%

– Between R$ 5,001.00 and R$ 10,000.00: 28.73%

– Between R$ 10,001.00 and R$ 20,000.00: 14.36%

– Between R$ 20,001.00 and R$ 50,000.00: 4.34%

– Between R$ 50,001.00 and R$ 100,000.00: 1.36%

– Above R$ 100,000.00: 0.54%

According to Fabio Gonçalves, Director of International Talent at Viral Nation, there are several factors for this income concentration at the top: “This happens because the market is highly competitive, and growth requires much more than followers; it necessitates continuous investment in quality production, content relevance, and strategic partnerships. Nowadays, being relevant to the audience and having engagement generate more authority than just the number of followers. For most creators, recognition and profitability come gradually as they build an engaged audience and a solid image.”.

A professional with over 10 years of expertise in the influencer marketing market explains that social media algorithms also contribute to this accumulation, as they prioritize content that already has high engagement, making visibility difficult for newcomers. creators. Fabio says that the influencer marketing sector is increasingly demanding and focused on long-term partnerships, which is why he emphasizes the importance of having a manager to handle commercial dealings and allow the creator to focus solely on the creative process.

“This means that the path to high earnings involves a slow and solid build, focusing on authenticity and consistency. Therefore, for most creators, financial success is a continuous and challenging process, rather than an immediate outcome. Not to mention the demands of this market today, where standing out requires good content, transparency, authenticity, consistency, and professional strategies to reach the target audience, all of which demand time and financial resources,” he explains.

The study also detailed the source of income for these influencers, noting a decline in those who lived solely on content creation earnings. The figure, which was 37.8% in 2023, fell to 32.52% in 2024. Despite the drop, this activity remains the largest source, followed by the 24.12% who combine content creation with a fixed job (CLT/PJ), the 15.72% who create content for their own brand or product, and the 13.55% whose main income comes from a fixed job (CLT/PJ).

Although it is the largest segment in the breakdown above, most influencers still need other income sources to achieve stability. For Gonçalves, this reflects the need for strategic and specialized support to turn content creation into a sustainable profession. 

“At Viral Nation, we work precisely for this: we support our talents in building long-term partnerships and developing an authentic brand presence, which helps them attract consistent deals and depend less on other occupations. With a good agent behind them, influencers can navigate market challenges, expand their opportunities, and, most importantly, establish a solid financial foundation that allows them to live solely from content creation, reducing the risks of financial instability,” he concludes.

METHODOLOGY

A pesquisa, realizada pela agência Brunch e pela consultoria YOUPIX, contou com 369 respostas válidas de criadores de todo o país, em um questionário realizado do dia 13 de agosto até 23 de setembro.