Digital influencers have gained notoriety in recent years, making the call creator economy gain evidence in Brazil and worldwide. Data from Goldman Sachs Research they show that this market moves around US$ 250 billion and has the potential to grow more than 90% by 2027, resulting in a turnover of US$ 470 billion.
In the influence market team are content creators, bloggers, activists, designers, podcasters, artists, musicians and even athletes. In social networks, they produce content focused on their niche and influence the public in different ways.
The growth of the influence market is due not only to the increase in audience, but also to the greater interest of brands in investing in marketing strategies with the participation of these influencers.
Research conducted by Influency.me it reveals that 54% of the brands interviewed invested in influencer marketing in 2023. Of these, 68% intend to increase investments in 2024, while 29% wish to maintain the same level as last year and only 3% reported the intention to reduce resources.
To analyze the result of the partnership between brand and digital influencers, both use tools that make it possible to view the main metrics of social networks, such as the dashboard. The data allow us to understand if the target audience is being reached and if the strategy is, in fact, bearing good fruit.
Partnership between brands and influencers in Brazil
The growth of internet access in Brazil has increased the visibility of digital influencers. According to data from the Hotmartbrazilians spend twice as much time on social media as the rest of the world.
In addition to researching and interacting on social networks, the internet is used for shopping. Only last year, 80 million Brazilians purchased a product over the internet, as indicated by the survey ICT Households.
In this context, digital influencers are also present. There are people who use the social networks of content creators as a source of information about products and services.Aware of this, companies have invested in partnerships with these professionals.
The strategy really has an effect in Brazil. A study by PQ Media shows that digital influencers are fundamental in the purchase decisions of Brazilians and, therefore, 70% of major brands invest in the influence marketing strategy to gain more audience.
Source of income for content creators
The economic movement of digital influencer activities has made it a popular profession, especially among the younger Youpix they show that there are already more than 300 million content creators in the world. Of this total, 30 million are Brazilians who occupy Instagram, Facebook, YouTube, TikTok and other networks.
But to succeed and generate influence, content needs to be authentic.There are those who invest in quick videos, information about the niche, and trends and tips to trap the audience and gain more followers.
For these professionals, income comes from views on the networks, direct agreements of branding for product launches, advertising revenue, subscriptions, and even direct donations from followers.
According to Goldman Sachs Research, most of the income of influencers comes from contracts made with brands (68,8%). Then there is the amount received directly by the platforms (7,3%) and the revenues of the brands themselves (4,8%).
