Influencers around the world are abandoning dependence on collaborations and investing in creating their own sources of income, such as products, courses, mentorships, and subscription services. This is what the exclusive Plastic Panda study reveals, showing how many influencers, mainly Asians, are diversifying their monetization methods by adopting models such as live shopping (65% of revenue) and digital education (30%), leaving traditional advertising behind. The survey, conducted with 70 industry professionals, highlights how increasing professionalism and the use of data are transforming influencers into entrepreneurs and reshaping the digital market.
The analysis highlights that the reduction of entry barriers, combined with technological advancements, has enabled influencers to build solid businesses with lower initial investments, leveraging their audience engagement and turning their followers into real customers.
This trend is not exclusive to Brazil, but part of a global movement, with influencers in the United States and China already established as major entrepreneurs. A clear example of this transformation is the exponential growth of live shopping, which generated over US$ 500 billion in China in 2023, and which, according to experts, has the potential to change the dynamics of e-commerce in Brazil in the coming years.
The study also highlights the growing role of live shopping in the Brazilian market, a trend that, despite being recent, is already gaining ground with major retailers like Magalu and Americanas, which saw a 52% increase in the use of this platform, according to Ebit | Nielsen data. Influencers have been taking a leading role in this scenario, using the format not only to promote products but also to create a deeper connection with their audience, increasing trust and driving sales.
Digital courses grow and dominate 45% of the influencer business
In addition to live shopping, another promising avenue pointed out by the research is the expansion of influencers into the digital education sector. Platforms like Hotmart and Udemy are enabling influencers to become educators and leaders in areas such as digital marketing, health, business, and wellness.
The study reveals that 45% of the interviewed influencers already generate more revenue from courses, workshops, and mentoring than from traditional advertising, reflecting the growing demand for specialized knowledge and the public's trust in influencers' authority in certain areas. It is estimated that the digital education market in Brazil, which moved R$30 billion in 2023, will grow by 32% annually until 2030, offering a fertile ground for those looking to diversify their sources of income.
This movement is being driven by the pursuit of a more independent and sustainable monetization model. According to Plastic Panda's research, less than 30% of the revenue of the most innovative influencers comes from traditional advertising, with the majority of earnings coming from their own products, info products, premium services, and subscription platforms. This diversification of revenue sources reflects a cultural shift that positions the influencer as the protagonist of their own business, rather than just a channel for third-party promotions.
Data analysis has become essential for content creators
Another key point that the study reveals is the importance of professionalization in influencer management. Increasingly, influencers who adopt a data-driven strategic approach to optimize their content and the consumer experience are achieving significant financial growth.
The research shows that 53% of influencers who invest in data analysis tools, such as Google Analytics and Meta Business Suite, manage to double their earnings in less than a year. Isso demonstra a relevância de uma gestão orientada por métricas, que não apenas melhora o desempenho das campanhas, mas também permite aos influenciadores adaptar suas ofertas de maneira mais eficiente às necessidades de seu público.
Rodrigo Dolabella, CEO da Plastic Panda, destaca que a pesquisa evidencia uma nova fase para os criadores de conteúdo: “Estamos testemunhando uma transformação profunda no mercado digital, onde os influenciadores não são mais apenas comunicadores de marcas, mas empreendedores que estão criando suas próprias histórias de sucesso. Novas ferramentas e plataformas, combinadas com a possibilidade de gerar receitas diversas, estão permitindo que esses criadores construam negócios sólidos e escaláveis, garantindo um futuro promissor para todos no setor.”
