Carnival is more than a party: it is a cultural spectacle that involves millions of people and billions of reais throughout Brazil. For the brands, it is a showcase to position oneself 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 another 5 million and 3 million people, respectively. The data is from the Ministry of Tourism. "Brands should take advantage of cultural events with national reach to expand their market". AND, in this sense, nano and micro creators can act as local ambassadors, translating the brand identity for different audiences and making communication more authentic and closer to the reality of each region, analyze Rapha Avellar, CEO and founder of BrandLovers
According to the mapping done byBrandLovers, nano and micro creators have been identified in all 27 federative units of Brazil, given that the main destinations for revelers concentrate 58% of the more than 220 thousand content creators registered on the platform. "We have creators operating in Bahia", Minas Gerais, Pernambuco, Rio de Janeiro, Santa Catarina and São Paulo, just to name a few, Avellar account
More than that, BrandLovers investigated the niches of activity of these creators, once the carnival season presents a great opportunity for brands in the Beauty sectors, Fitness, Fashion, Food and Drinks. After all, cross-referencing the location data of creators and their niches contributes to a more efficient strategy when promoting a brand on important dates, like that of Carnival.
In Recife, for example, 59% of creators focus on beauty-related content, while in Florianópolis the majority focuses on Fitness topics (60%). In Fortaleza, more than half of the creators address topics related to Fashion, and Salvador reaches almost 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-segmented 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 must include creators who represent this diversity and can convey the cultural essence of each region, analyze 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 relevant products and services for the festivities: segments such as fashion, beauty, tourism and food benefit by presenting specific solutions for Carnival, whether through makeup tutorials, tips for looks or recommendations for bars and restaurants
- Participation in the media mix of brands: nano and micro creators offer a more humanized and closer approach to the audience, complementing strategies of traditional and digital media influence
- Challenges and viral campaigns: creating challenges on TikTok or Instagram with nano and micro creators can boost the reach and engagement of campaigns
The importance of local creators for brands
The difference of nano and micro creators lies in their closeness to their audiences. For being more niche, they manage to engage their followers genuinely and deliver superior results in hyper-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. The brands that know how to explore this strategically, counting on authentic and regional creators, will not only expand their presence, but also create memorable and impactful campaigns
