Local influencers drive small business growth

Entrepreneurs of all sizes and professionals in the field should be aware of marketing trends for 2025. After all, there is a projection of significant changes and innovations that will impact strategy planning. Since now, good news for small businesses is the possibility of working with local influencers to seek growth.

Experts Aline Kalinoski and Paula Kodama, founding partners of Nowa Creative Marketing, an agency based in Curitiba and clients in Brazil and abroad, identify the expansion and consolidation of two movements started in 2024. One of them: the new role that influencers are taking on. Another, the definitive incorporation of artificial intelligence.

Regarding the role of influencers, analysts note cases in which these professionals are becoming partners of companies. That is, more than partners or partners, or the realization of sponsored content, influencers use their selling power in social networks as exchange currency’ for a company company”, say Aline and Paula. 

They illustrate with two examples. They are Juju Nomerrose (Julia Nomerrose Ferreira), who joined Hoama (chocolates), and Bruno Perini, now associated with Grupo Primo (holding brands of digital influencers). “There are two successful experiences that stand as trends for 2025”, underline the partners of Nowa Marketing Creative. 

In the evaluation of the experts, this is an indication of the expansion of influence marketing in the country. This growth represents an opportunity for small businesses as well, to the extent that these smaller brands can work with local influencers or specific niches. “At least because the importance of an influencer is not only in the number of followers it has, but in the engagement of these” followers, they point out. 

The automation of marketing actions, using artificial intelligence, is another trend for 2025. “A automation itself is not new, but the role of AI, yes, tends to become essential”, the experts project. “This will allow the creation of even more segmented campaigns and, at the same time, more efficient”. 

Such campaigns should increasingly also focus on content. “Nada of superficial campaigns. What counts is not the quantity and speed of them, but the quality. The consumer is more attentive and demanding and, to engage and engage, demands consistent, detailed and well-grounded content”, consider Aline and Paula. 

Thus, enters the scene 4 to no longer leave it 'THE UX, technical term that means “user experience”. Nowa Creative Marketing partners explain: “O UX provided by a web environment will be decisive for the ranking of results in Google searches. Fast loading, intuitive navigation and, especially, consistent content, quality, relevant, are”. 

CUSTOMERS GENERATING CONTENT

Encouraging customers to create content about your brand is one of the tips that experts give to brands.“It is an authentic and powerful strategy that increases visibility and generates trust, and has become a trend”. 

Another trend is what they call “infotainment and storytelling, a union of information with entertainment” It will be indispensable, say Aline and Paula.“Using engaging narratives will allow you to educate and engage the audience more effectively, making each content a valuable experience to sell and connect better”, they advise.

Finally, they recommend facilitating the purchase directly on social networks, such as Instagram Shopping. “This makes the process faster and more practical and is a trend that is here to stay. And the platforms are creating and improving functionalities in this sense, which demands the brand to create content that actually promote the realization of sales”, point Aline and Paula.