Digital influencers have gained notoriety in recent years, making the callcreator economygain prominence in Brazil and the world. Data from theGoldman Sachs Researchshow that this market generates around US$ 250 billion and has the potential to grow by more than 90% by 2027, resulting in a revenue of US$ 470 billion.
In the influencer market, there are content creators, bloggers, activists, designers, podcasters, artists, musicians and even athletes. On social media, they produce content aimed at their area of expertise and influence the audience in different ways.
The growth of the influencer market is due not only to the increase in audience, but also by the greater interest of brands in investing in marketing strategies involving these influencers.
Research conducted byInfluency.mereveals that 54% of the brands surveyed invested in influencer marketing in 2023. Of these, 68% intend to increase investments in 2024, while 29% wish to maintain the same level as last year and only 3% reported the intention to reduce resources.
To analyze the result of the partnership between the brand and digital influencers, both use tools that allow viewing the main metrics of social networks, as thedashboard. The data allows us to understand if the target audience is being reached and if the strategy is, in fact, yielding good results.
Partnership between brands and influencers in Brazil
The growth of internet access in Brazil has increased the visibility of digital influencers. According to data from theHotmart, Brazilians spend twice as much time on social media, in comparison with the rest of the world.
In addition to researching and interacting on social media, the internet is used for shopping. Just last year, 80 million Brazilians purchased some product online, as indicated by the TIC Domicílios research.
In this context, digital influencers also make their presence felt. There are people who use content creators' social media as a source of information about products and services. Attentive to this, companies have been investing in partnerships with these professionals.
The strategy really has an effect in Brazil. A study by PQ Media shows that digital influencers are essential in the purchasing decisions of Brazilians and, therefore, 70% of major brands invest in influencer marketing strategies to gain more audience.
Source of income for content creators
The economic activity of digital influencers has made it a popular profession, above all, among the youngest. Data from theYoupixshow that there are already more than 300 million content creators in the world. From this total, 30 million are Brazilians who use Instagram, Facebook, YouTube, TikTok and other networks
But to be successful and generate influence, the content needs to be authentic. There are those who invest in quick videos, information about the area of expertise, trendsand tips to engage the audience and gain more followers.
For these professionals, the income comes from views on social media, direct agreements ofbrandingfor product launch, advertising revenue, signatures and, even, through direct donations from followers.
According to Goldman Sachs Research, the majority of influencers' revenue comes from contracts made with brands (68,8%). Next, are the amount received directly by the platforms (7,3%) and the earnings from the brands themselves (4,8%)
