IAB Brazil's research reveals that the purchase decision is positively influenced by influencers, especially through advertisements: 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 recommendation. The survey was conducted in April 2024 with 1,500 people and identified the impact of content creators on people's lives – which grows each year – the motivations to follow an influencer, opinions about "sponsored" posts, and the experience with purchases after being influenced.
This is the second edition of the survey, which, in addition to providing comparisons with 2023 data, uniquely presents the behavior of different generations. The results of the study "#Publi 2024: The impact of the creator economy across generations in Brazil," conducted in partnership with Offerwise, show that content creators are, among other things, sources of information to learn new things, offer tips and useful advice on specific topics, and present relevant content for diverse interests.
In practice, 9 out of 10 Brazilians follow influencers' recommendations. Of these, 9 out of 10 say they are satisfied with the tips. Among the groups that most follow influencers' advice, the A class and the younger individuals stand out. Regarding the preferred content format, all generations and classes are unanimous: video. More specifically, the short ones (from 30 seconds to 1 minute) and medium ones (from 1 to 15 minutes).
This information is essential for influencers and brands to create impact and gain relevance among followers, especially through advertisements. The research indicates that only 3 out of 10 people dislike or are indifferent towards ads. On the contrary, 84% say they have discovered new products and sought information through this type of action.
“The creator economy has revolutionized the way brands and consumers interact, and digital advertising plays a fundamental role in this new scenario. As the sector matures, more opportunities arise for brands and influencers. This is a market that is only set to grow and the research points out practices to make the most of its potential,” says Denise Porto Hruby, CEO of IAB Brazil.
According to the study, the "publis" impact the journey from the discovery and consideration phase to, ultimately, the purchase. The formats that tend to generate the most impact on interviewees are detailed reviews, unboxing, and testimonials from satisfied customers. Every day, 6 out of 10 connected Brazilians consume influencer content, averaging 1 hour and 40 minutes – with variations across age groups and social classes.
Some highlights of the creator economy by generation:
– Generation Z: the most impacted by the influencer’s style and personality;
– Millennials: the most accustomed to advertisements and their importance for discovering new products;
– Generation X: the one that most prefers reviews from experts and satisfied customers;
– Boomers: the ones that follow the most influencers to support the work and content produced;
