The impact of digital influencers in Brazil can no longer be ignored. Brazil, with millions of users on networks such as Instagram and TikTok, clearly reflects this reality influence.me66,7% of brands are expected to increase their investments in influencer marketing in 2024.
These content creators have emerged as central figures in marketing and communication, transforming the way brands and consumers interact.
Currently, digital influence goes beyond conventional advertising. Influencers are seen as authentic and close figures, whose recommendations are highly valued. This proximity, often non-existent with traditional celebrities, allows influencers to shape trends, promote products and mobilize communities. From nano to mega-influencers, there are differentiations, such as audience size and how it affects engagement. Nano and micro-influencers, despite having fewer followers, usually generate greater trust and proximity, becoming strategic alternatives for more authentic and effective campaigns.
In addition to boosting the market, influencers play an essential role in the democratization of 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 solidarity actions, reinforcing their role as agents of change. In this way, they expand previously marginalized voices 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 in a genuine way, offering something that traditional marketing cannot: authenticity.
Influencers are more than opinion makers; they are protagonists of modern communication.With their ability to engage and transform, they shape the future of marketing and society, connecting people and driving change.
Learn more about it in the podcast Midiatize, in which we address the evolution of this phenomenon, from the “arqueology of the term” to the role of influencers in the digital economy and social change.
