The debate influencers versus paid media has already been exhausted. In a fragmented digital landscape, with consumers moving across multiple channels and formats, the choice is no longer OU and has become E. Social networks, video platforms, websites, and apps compete for the attention of a dynamic and multi-focused 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 across platforms with different goals 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 across all stages of the consumer funnel.
Data from Matter Communications confirms the power of influencers: 69% of consumers trust their recommendations more than direct brand messages. However, BrandLovers estimates that R$1.57 billion is wasted annually in Brazil on poorly structured influencer campaigns, often due to a lack of integration with media. “It’s like building a house without a foundation. Influence generates the buzz, but without media to sustain 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 emphasizes that when planned in an integrated and complementary way, these fronts amplify each other. “Influencers open the dialogue, and media sustain it with precise segmentations, retargeting and smart use of data, guiding the consumer through the purchase journey—from interest to conversion.” The lack of this continuity, warns the CEO, is one of the main bottlenecks in digital campaign performance.
Investing in hybrid campaigns allows brands to achieve different communication goals in an integrated way. For example, while influencers can build awareness and generate desire for a product, programmatic media drives qualified traffic to the 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 fertile ground for integrated campaigns. “TikTok, for example, 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 aware of this. We have a practical example with the arrival of TikTok Shop.”
Diversification and Measurement: Pillars of Future CampaignsFor US Media’s CEO, the future of advertising lies in multi-channel 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 fluid campaigns, accompanying the consumer on their journey,” he says. Diversification, according to him, 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 to choose between influence ou media, but to integrate the two intelligently. When this happens, the result is much greater than the sum of its parts, generating campaigns that truly resonate with the audience and create value for the brand. The consumer’s journey has changed, and brands that don’t keep up with this change will be left behind,” concludes Almeida.
