I would like to offer you an agenda from Bruno Almeida, CEO of US Media—an expert with over 20 years of experience in the sector and a representative of brands like Tinder, VEVO, Magnite, and WeTransfer. He emphasizes the importance of strategic integration between content creators and programmatic media to reduce waste and maximize campaign results.
The modern consumer does not live in a single channel. While seeking entertainment on social media, consuming news on portals, and making purchases on apps, brands face the challenge of following this fragmented journey. ‘The discussion is no longer about ‘influencers or paid media’, but how to integrate them intelligently,’ states Bruno Almeida, CEO of US Media.
The numbers reveal the potential of this synergy: 69% of consumers trust influencers more than brands according to Matter Communications, but according to BrandLovers, R$1.57 billion is wasted annually on poorly structured campaigns. ‘Influence generates emotional connection; paid media turns this into measurable results,’ explains Almeida.
In practice, this integration functions like an orchestra:
– Influencers create awareness and desire
– Programmatic media directs qualified traffic
– Behavioral data closes the cycle with conversions
With 75% of Latin Americans using TikTok as a news source, according to Comscore, the region shows a particular receptiveness to integrated campaigns. A practical example of this is the arrival of TikTok Shop in the market. ‘The brands that understand this dynamic will have a competitive advantage,’ concludes Almeida. The future of marketing is not about choosing sides, but about uniting authenticity and precision.
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Leticia Olivares
The debate influencers versus paid media has already been exhausted. In a fragmented digital scenario, with the consumer transitioning through multiple channels and formats, the choice has ceased to be OR and has become AND. Social networks, video platforms, websites, and apps compete for the attention of a dynamic and multifocal audience, demanding more complex and complementary strategies. After all, how to reach a consumer who seeks entertainment on social media, information on specialized portals, and immediate solutions in shopping apps?
“Today’s consumer is a multitasker of information. They move between platforms with different objectives and expectations, and brands need to be present in these different moments in an integrated and strategic way,” says Bruno Almeida, CEO of US Media. The executive argues that the combination of influencers and paid media is essential to strengthen advertising impact in all stages of the consumer funnel.
Data from Matter Communications confirms the strength of influencers: 69% of consumers trust their recommendations more than direct messages from brands. However, BrandLovers estimates that R$1.57 billion are wasted annually in Brazil on poorly structured influence campaigns, often due to lack of integration with the media. “It’s like building a house without a foundation. Influence generates buzz, but without the media to support and direct this buzz, the potential is lost,” explains Almeida.
Orchestrating influence and performance: the key to successContent creators generate empathy, conversations, and authentic connections. Paid media, in turn, ensures reach, segmentation, and predictability. Almeida reinforces that when planned in an integrated and complementary way, these fronts enhance each other. “Influencers open the dialogue, and media supports it with precise segmentations, retargeting, and intelligent use of data, guiding the consumer through the purchasing journey – from interest to conversion.” The lack of this continuity, alerts the CEO, is one of the main bottlenecks in digital campaign performance.
Investing in hybrid campaigns allows brands to achieve different communication objectives in an integrated way. For example, while influencers can build awareness and generate desire for a product, programmatic media directs qualified traffic to e-commerce, directly impacting sales. “It’s like an orchestra, each instrument has its role, and the combination of all creates a perfect symphony.”
Latin America: a promising scenario for integrationWith high digital penetration, a strong community culture, and openness to experimenting with new platforms and formats, Latin America emerges as a fertile territory for integrated campaigns. “TikTok, for instance, is already the main source of news for 75% of Latin Americans, according to Comscore,” highlights Almeida. “Digital influence permeates consumer decisions, and brands need to be attentive to this. We have the practical example of the arrival of TikTok Shop.”
Diversification and measurement: pillars of future campaigns According to the CEO of US Media, the future of advertising lies in multichannel campaigns that integrate different platforms, formats, and voices. “People move between social networks, websites, videos, and apps. Brands need to use data and technology to create unified and seamless campaigns, following the consumer on their journey,” he says. Diversification, he believes, is not just about distributing the budget but about creating smarter and more relevant campaigns, with adaptable narratives and formats that resonate with the audience on each channel.
“I believe we are at a key moment. The challenge is not choosing between influence or media, but integrating the two intelligently. When that happens, the result is much greater than the sum of its parts, generating campaigns that truly resonate with the audience and add value to the brand. The consumer journey has changed, and brands that do not keep up with this change will be left behind,” concludes Almeida.
