In Brazil, where the marketing market grows at double-digit rates, those who bet on generic solutions are practically signing their irrelevance sentence. The data is clear: according to a study by FGV, in partnership with Hotmart, the sector saw a 30% increase in the number of jobs related to the so-called Creator Economy last year, an irreversible movement that has turned the marketing landscape upside down and demands new strategies for those who want to build a brand with real impact.
The growing presence of the Creator Economy, an economic ecosystem formed by content creators, which generates thousands of jobs and opportunities in Brazil, shows that brands that genuinely and strategically connect with their audiences using digital channels and relevant content have a much higher chance of standing out and building lasting relationships.
However, while this new economy flourishes, the market is flooded with “ready-made recipes” sold by false gurus, tempting shortcuts that promise instant success but almost always end in frustration.
“Building a brand is not done with templates or miraculous formulas. A brand is built with strategy, purpose, and consistency,” says Leonardo Escorsim, Marketing specialist at Turbo, an agency with almost 30 years of experience, translating ideas into solid strategies for companies that have realized that survival is not enough: leaving a mark is essential.
According to Escorsim, the challenge goes beyond aesthetics. “Creating a strong brand is about purpose, positioning, culture, customer experience… It’s about generating such an authentic identity that it becomes impossible to ignore,” he explains.
And, at this point, he issues a warning: the meteoric expansion of the Creator Economy, which currently involves about 2 million active content creators in Brazil, according to Influency.me survey, has intensified competition and made it essential for brands to know how to legitimately connect with their audiences. “Each customer is unique, and each solution should be as well. The mistake is believing that there is a universal model,” he emphasizes.
The scenario is one of speed: between March 2024 and March 2025, Brazil saw a 67% growth in the number of active creators. The repercussion? Brands that do not adapt quickly are left behind. “Marketing today is about deeply understanding who you want to reach and how to generate relevance. There is no longer room for shallow strategies,” says Escorsim.
Turbo is precisely betting on this: marketing that goes beyond generic, diagnosing accurately and designing tailor-made strategies. For those who want to stand out in a hyperconnected and noisy market, the path is clear: there are no shortcuts. There is work.
“Our role is to prevent our clients from falling into the traps of immediacy and help build legitimate, strong, and lasting brands,” concludes Escorsim.
