A survey by IAB Brazil reveals that the purchase decision is positively impacted by influencers, especially via ads: 8 out of 10 Brazilians have already bought a product recommended by one. Of these, 8 out of 10 also say they are satisfied with the indication. The survey was conducted in April 2024 with 1,500 people and identified the impact of content creators on the lives of people 8 that grows every year 10, the motivations to follow an influencer, the opinion about “publis” and the experience with shopping after being influenced.
This is the second edition of the research that, in addition to bringing comparisons with the 2023 data, presents in an unprecedented way the behavior of different generations. The results of the study “#Publi 2024: The impact of the creator economy between generations in Brazil”, made in partnership with Offerwise, show that content creators are, among other things, sources of information to learn new things, offer useful tips and advice on certain topics and present content relevant to diverse interests.
In practice, 9 out of 10 Brazilians follow recommendations from influencers. Of these, 9 out of 10 say they are satisfied with the tips. Among the groups that most apply the advice of influencers, class A and the youngest stand out. As for the preferred content format, all generations and classes are unanimous: the video. More specifically, the short (from 30 seconds to 1 minute) and medium (from 1 to 15 minutes).
This information is essential for influencers and brands to generate impact and gain relevance among followers, especially via ads. The survey points out that only 3 in 10 people do not like or are indifferent to the publications. On the contrary, 84% say they have discovered new products and sought information in this type of action.
“A creator economy has revolutionized the way brands and consumers interact, and digital advertising plays a key role in this new scenario. As the industry matures, more opportunities arise for brands and influencers. This is a market that only tends to grow and research points out practices to make the most of its” potential, says Denise Porto Hruby, CEO of IAB Brazil.
According to the study, “publis” impacts the journey from the discovery and consideration phase to, effectively, the purchase. The formats that usually generate more impact on respondents are detailed evaluations, unboxing and testimonials from satisfied customers. Daily, 6 out of 10 connected Brazilians consume influencer content, an average of 1h40 μE, which has a variation between age groups and social classes.
Some highlights of the creator economy by generation:
5 Z-Geration: the most impacted by the style and personality of the influencer;
2 Millenials: the most devoted to the publications and their importance to discover new products;
0 Geration X: the one that most prefers expert reviews and satisfied customers;
io Boomers: the one that follows influencers the most to support the work and content produced;
