Influencers around the world are abandoning dependency on collaborations and investing in creating their own revenue streams, such as products, courses, mentorships, and subscription services. This is what Plastic Panda’s exclusive study reveals, showing how many influencers, especially Asian ones, are diversifying their monetization methods by adopting models like live shopping (65% of revenue) and digital education (30%), leaving traditional advertising behind. The research, conducted with 70 industry professionals, highlights how increasing professionalization and the use of data are turning influencers into entrepreneurs and reshaping the digital market.
The analysis highlights that the reduction of entry barriers, combined with technological advancements, has allowed influencers to build solid businesses with lower initial investments, leveraging their audience’s engagement and turning their followers into real customers.
This trend is not exclusive to Brazil but part of a global movement, with influencers in the United States and China already established as major entrepreneurs. A clear example of this transformation is the exponential growth of live shopping, which moved over $500 billion in China in 2023 and, according to experts, has the potential to change the dynamics of e-commerce in Brazil in the coming years.
The study also points to the growing role of live shopping in the Brazilian market, a trend that, although recent, is already gaining ground with major retailers like Magalu and Americanas, which saw a 52% increase in the use of this platform, according to Ebit | Nielsen data. Influencers have emerged as key players in this scenario, using the format not only to promote products but also to create a deeper connection with their audience, increasing trust and boosting sales.
Digital courses grow and dominate 45% of influencers’ business
Besides live shopping, another promising path highlighted by the research is influencers’ expansion into the digital education sector. Platforms like Hotmart and Udemy are enabling influencers to become educators and leaders in areas such as digital marketing, health, business, and wellness.
The study reveals that 45% of the interviewed influencers already generate more revenue from courses, workshops, and mentorships than from traditional advertising, reflecting the growing demand for specialized knowledge and the audience’s trust in influencers’ authority in certain fields. It is estimated that Brazil’s digital education market, which moved R$ 30 billion in 2023, will grow 32% annually until 2030, offering fertile ground for those looking to diversify their income sources.
This movement is driven by the pursuit of a more independent and sustainable monetization model. According to Plastic Panda’s research, less than 30% of the revenue of the most innovative influencers comes from traditional advertising, with most earnings coming from their own products, info-products, premium services, and subscription platforms. This diversification of income sources reflects a cultural shift that positions influencers as protagonists of their own businesses rather than just channels for third-party promotions.
Data analysis has become essential for content creators
Another key point revealed by the study is the importance of professionalization in influencer management. Increasingly, influencers who adopt a data-driven strategic approach to optimize their content and consumer experience are achieving significant financial growth.
The research indicates that 53% of influencers who invest in data analysis tools like Google Analytics and Meta Business Suite can double their earnings in less than a year. This demonstrates the relevance of metrics-driven management, which not only improves campaign performance but also allows influencers to adapt their offerings more efficiently to their audience’s needs.
Rodrigo Dolabella, CEO of Plastic Panda, emphasizes that the research highlights a new phase for content creators: ‘We are witnessing a profound transformation in the digital market, where influencers are no longer just brand communicators but entrepreneurs creating their own success stories. New tools and platforms, combined with the possibility of generating diverse revenues, are enabling these creators to build solid and scalable businesses, ensuring a promising future for everyone in the sector.’
