Brazil is experiencing an influencer fever. There are 2 million active content creators, according to a survey by Influency.me, representing a growth of 67% in just one year. This impressive number reveals not only the market's potential but also a challenge that grows at the same rate: maintaining ethics in an environment driven by likes, engagement, and increasingly tempting contracts.
The majority of these influencers are between 25 and 34 years old (48.66%), followed by the younger demographic, between 13 and 24 years old (39.37%). Only a small portion exceeds 35 years of age, indicating that the new generation dominates the digital discourse. Of the total, 56% are women, 43% are men, and 1% identify as a brand, without gender identification.
With such significant influence, distortions also arise. In recent months, the Parliamentary Committee of Inquiry (CPI) on Bets exposed the dark side of this universe: influencers who, in exchange for high sums, promoted betting platforms without considering the impact of their actions. The case raised an urgent question: how far does the power and responsibility of those who speak to millions extend?
Among those swimming against this tide is Larissa Oliveira, an architect and content creator who turned lighthearted comedy videos with her husband, Jan, into a community with over 7 million followers. She is categorical when it comes to ethics: “I would never agree to promote something that goes against my moral values, regardless of the amount offered. Credibility is the greatest asset an influencer can have.”
The influencer built her career with lightness and authenticity, two words that sound simple but are worth their weight in gold in a landscape where immediacy often takes precedence. “My content is a genuine reflection of my moments with Jan. This authenticity has created a bond with those on the other side of the screen,” she states.
In an era where the public is increasingly attentive to inconsistencies and ethical missteps, the behavior of influencers is now scrutinized under a microscope. Trust, once earned through charisma, now also depends on consistency.
Ultimately, influencing is more than just entertaining: it is about taking responsibility for what one says and understanding that, in the digital world, every like can carry a moral choice.
