Carnival is more than a party: it is a cultural spectacle that mobilizes millions of people and billions of reais throughout Brazil. For brands, it is a showcase to position themselves creatively and connect with consumers beyond the Rio-São Paulo axis. After all, the biggest Brazilian popular festival takes place in different regions of the country.
In 2024, for example, Belo Horizonte, in Minas Gerais, and Salvador, in Bahia, attracted 5 million and 3 million more people, respectively. The data is from the Ministry of Tourism. "Brands should leverage nationwide cultural events to expand their market. In this sense, nano and micro creators can act as local ambassadors, translating the brand's identity for different audiences and making communication more authentic and closer to the reality of each region," analyzes Rapha Avellar, CEO and founder of BrandLovers.
According to the mapping done byBrandLoversNano and micro creators were identified in all 27 federative units of Brazil, with the main destinations of revelers accounting for 58% of the more than 220,000 content creators registered on the platform. "We have creators working in Bahia, Minas Gerais, Pernambuco, Rio de Janeiro, Santa Catarina, and São Paulo, just to name a few," says Avellar.
Moreover, BrandLovers investigated the niches of these creators, as the carnival season presents a great opportunity for brands in the Beauty, Fitness, Fashion, Food, and Beverage sectors. After all, cross-referencing the location data of creators and their niches contributes to a more effective strategy when promoting a brand on important dates, such as Carnival.
In Recife, for example, 59% of creators focus on beauty-related content, while in Florianópolis, the majority focus on fitness topics (60%). In Fortaleza, more than half of the creators address topics related to Fashion, and Salvador reaches nearly 30% of creators talking about Food & Drink.
In the end, what do all these data mean for brands? They demonstrate that there is a great opportunity for companies to activate hyper-targeted and regional campaigns, leveraging the potential of influencers who have an authentic connection with their local audiences. "Our country is diverse, and Carnival reflects this plurality. A well-planned strategy should include creators who represent this diversity and can convey the cultural essence of each region," analyzes Rapha Avellar, CEO and founder of BrandLovers.
How to use creators to maximize the impact of Carnival campaigns?
The secret to successful Carnival campaigns lies in leveraging the authentic influence of creators. Some of the main ways to use nano and micro creators in marketing strategy are
- Local activations and real-time coverage: creators can share authentic experiences from street blocks, private parties and themed events, generating immediate engagement for brands.
- Promotion of products and services relevant to the festivities: segments such as fashion, beauty, tourism and food benefit from presenting specific solutions for Carnival, whether through makeup tutorials, style tips or recommendations for bars and restaurants.
- Participation in the brands' media mix: nano and micro creators offer a more humanized approach that is closer to the public, complementing traditional and digital media influence strategies.
- Challenges and viral campaigns: Creating challenges on TikTok or Instagram with nano and micro creators can boost campaign reach and engagement.
The importance of local creators for brands
The difference of nano and micro creators lies in their proximity to their audiences. Because they are more niche, they can genuinely engage their followers and deliver superior results in highly personalized campaigns. Furthermore, these influencers act as true cultural ambassadors, connecting brands to the habits and values of different regions of Brazil.
In the end, Carnival is about connection, culture, and identity. Brands that know how to leverage this strategically, by working with authentic and regional creators, will not only expand their presence but also create memorable and impactful campaigns.
