The debateinfluencers versusPaid media has already run out. In a fragmented digital landscape, with consumers moving across multiple channels and formats, the choice has ceased to beORand becameANDSocial networks, video platforms, websites, and apps compete for the attention of a dynamic and multifocal audience, requiring more complex and complementary strategies. After all, how to reach a consumer who seeks entertainment on social media, information on specialized portals, and immediate solutions through shopping apps?
"Today's consumer is a"multitaskerof the information. He moves between platforms with different goals and expectations, and brands need to be present in these different moments in an integrated and strategic way," says Bruno Almeida, CEO of US Media. The executive argues that the combination of influencers and paid media is essential to strengthen advertising impact at all stages of the consumption funnel.
Matter Communications data proves the power of influencers: 69% of consumers trust their recommendations more than direct messages from brands. However, BrandLovers estimates that R$1.57 billion is wasted annually in Brazil on poorly structured influence campaigns, often due to a lack of integration with the media. It's like building a house without a foundation. The influence generates thebuzz, but without the media to support and direct thisbuzz, the potential is lost," explains Almeida.
Orchestrating influence and performance: the key to successContent creators generate empathy, conversations, and authentic connections. Paid media, in turn, guarantees reach, targeting, and predictability. Almeida emphasizes that when planned in an integrated and complementary manner, these fronts are enhanced. Influencers open the dialogue, and the media support it with precise targeting.retargetingand intelligent use of data, guiding the consumer through the purchase journey – from interest to conversion. The lack of this continuity, warns the CEO, is one of the main bottlenecks in digital campaign performance.
Investing in hybrid campaigns allows brands to achieve different communication objectives in an integrated way. For example, while influencers can buildawarenessand generate desire for a product, programmatic media directs qualified traffic to thee-commerce, directly impacting sales. "It's like an orchestra, each instrument has its role, and the combination of all creates a perfect symphony."
Latin America: a promising scenario for integrationWith high digital penetration, a strong community culture, and openness to experimenting with new platforms and formats, Latin America stands out as a fertile territory for integrated campaigns. "TikTok, for example, is already the main news source for 75% of Latin Americans, according to Comscore," highlights Almeida. Digital influence permeates consumer decisions, and brands need to be aware of this. A practical example is the arrival of TikTok Shop.
Diversification and measurement: pillars of future campaignsFor the CEO of US Media, the future of advertising lies in multichannel campaigns that integrate different platforms, formats, and voices. "People move between social networks, websites, videos, and apps. Brands need to use data and technology to create unified and seamless campaigns, accompanying the consumer on their journey," he/she/they states. Diversification, according to him, is not just about distributing the budget, but about creating smarter and more relevant campaigns, with adaptable narratives and formats that resonate with the audience on each channel.
I believe we are at a key moment. The challenge is not choosing between influenceormedia, but rather to integrate the two in an intelligent way. When this happens, the result is much greater than the sum of the parts, creating campaigns that truly resonate with the audience and generate value for the brand. The consumer's journey has changed, and the brands that do not keep up with this change will fall behind," concludes Almeida.
