The ‘Brazil Content Creators Census 2025’ showed that the dream of making a living from the internet is still far from reality for most. Conducted by Wake Creators, the research revealed that only 9% of influencers have ‘creator’ as their sole source of income, highlighting that monetizing digital content remains a challenge, even as the influencer marketing market continues to grow.
The survey detailed how much of the interviewed influencers’ monthly income comes from their online work. 26% responded that they have no monthly income and have only done occasional campaigns. Nearly one-fifth (19%) have never even secured paid work. For 15% of respondents, the internet accounts for between 5% and 20% of their income. For 11% of creators, influencer work makes up 5% of their income, while for another 11%, online earnings represent between 21% and 50% of their income. Only 17% have at least half of their earnings guaranteed by the internet—with just 9% living exclusively from social media.
Fabio Gonçalves, director of international talent at Viral Nation and an expert in the influencer marketing market for over ten years, explains that the growth of the creator sector doesn’t mean everyone is prepared or positioned to live exclusively from the internet: ‘Monetizing content requires strategy, consistency, professionalism, and, above all, structure. Many creators still lack access to a team to help them organize commercially or don’t know how to turn engagement into revenue. Additionally, lack of commitment is a key factor in this equation, as ultimately, this person needs to prioritize their main livelihood, which often isn’t the internet.’
He says the reality is very different from outsiders’ perception of the internet: ‘There’s a romanticized view that having followers is enough to make a living online, but reality is much more complex. Content creators need to understand their niche, know how to negotiate, price, analyze contracts, issue invoices, build authority, and deliver real results for brands—it’s not just about making a pretty post. Professionalization is what turns an influencer into a profitable personal brand. And that takes time, planning, and often a support network beyond creativity. That’s why creators with agents or structured agencies tend to get ahead, as they can align strategy, reputation, and commercial opportunities more efficiently.’
According to the expert, the trend is that more creators will be able to live exclusively from the internet, but this will directly depend on the level of professionalization in the market as a whole. In Fabio’s opinion, the market is moving toward a scenario where brands are more selective, seeking creators who deliver real results, know their audience, and can build authentic brand narratives.
‘That’s why I say those who are prepared—with strategic positioning, structured data, and delivery responsibility—will reap the rewards. Growth is projected, but with greater demands for professional maturity from influencers,’ he says.
This is where agencies come in, in Gonçalves’ view. For him, their mission is precisely to help creators become businesses without losing authenticity: ‘At Viral Nation, our job is to prepare these talents to go beyond the post: we help develop personal branding, brand relationships, opportunity management, and even financial education. We believe the future will be dominated by influencers who have structure and strategy—and that’s exactly where we work to ensure more creators can turn their passion into a stable and scalable income source.’
METHODOLOGY
The ‘Brazil Content Creators Census 2025’ survey was conducted by Wake Creators, one of Latin America’s largest influencer platforms. The study was promoted through quantitative research, with responses from over 4,500 creators and 6 in-depth interviews, aiming to understand the reality of content creators. The survey can be accessed at https://campaings.wake.tech/censo-de-criadores-wake-creators-2025?utm_source=experience&utm_medium=email&utm_campaign=CensoDivulgaAbril&utm_content=CTA1&utm_smid=11648211-1-1.
