The 'Brazil Content Creators Census 2025' showed that the dream of making a living from the internet is still far from being a reality for most. Conducted by Wake Creators, the survey revealed that only 9% of influencers have the 'creator' profession as their sole source of income, highlighting that monetizing digital content remains a challenge, even though the influencer marketing market continues to grow.
The survey detailed how much of the interviewed influencers' monthly income is made up of their work on the internet. 26% responded that they have no monthly income and only carried out one-time campaigns. Almost one-fifth (19%) have never even completed paid work. For 15% of respondents, the internet accounts for between 5% and 20% of their income. For 11% of creators, work as an influencer makes up 5% of their income, and for another 11%, web earnings account for between 21% and 50% of their income. Only 17% have at least half of their income guaranteed by the internet — with only 9% being the number of those who live exclusively from social media.
International Talent Director at Viral Nation and influencer marketing expert for over ten years, Fabio Gonçalves explains that the growth of the creator sector does not mean that all of them are prepared or positioned to live exclusively from the internet: "Monetizing content requires strategy, consistency, professionalism, and, above all, structure. Many creators still do not have access to a team to help them organize commercially, or even do not know how to turn engagement into revenue. Furthermore, a lack of commitment is a significant factor in this equation, since ultimately, this person needs to prioritize their main source of income, which is often not the internet."
He says that reality is quite different from the view that outsiders have of the internet: "There is a romanticized view that just having followers is enough to make a living from the internet, but the reality is much more complex. Content creators need to understand their niche, know how to negotiate, price, analyze contracts, issue invoices, build authority, and deliver real results for brands — it's not just about making a pretty post. Professionalization is what turns an influencer into a profitable personal brand. And that requires time, planning, and often a support network that goes beyond creativity. That's why creators who work with agents or structured agencies tend to get ahead because they can align strategy, reputation, and commercial opportunities more efficiently."
According to the professional, the trend is that more and more creators will be able to live exclusively from the internet, but this will directly depend on the level of professionalism of the market as a whole. In Fabio's opinion, the market is moving towards a scenario where brands are more selective, seeking creators who deliver real results, understand their audience, and know how to build authentic brand narratives.
"That's why I say that those who are prepared — with strategic positioning, structured data, and responsibility in delivery — will reap the benefits. The projection is for growth, but with a greater demand for professional maturity from influencers," he says.
It is at this moment that the role of agencies comes into play, in Gonçalves's view. For him, their mission is precisely to help these creators become businesses without losing their authenticity: At Viral Nation, our job is to prepare these talents to go beyond the post: we help develop personal branding, brand relationships, opportunity management, and even financial education. We believe that the future will be dominated by influencers who have structure and strategy — and that is exactly where we operate to ensure that more creators can turn their passion into a stable and scalable source of income.
METHODOLOGY
The survey 'Brazil Content Creators Census 2025' was conducted by Wake Creators, one of the largest influencer platforms in Latin America. The study was conducted through a quantitative survey, which included responses from over 4,500 creators and 6 in-depth interviews, aiming to understand the reality of content creators. The survey can be accessed athttps://campaings.wake.tech/censo-de-criadores-wake-creators-2025?utm_source=experience&utm_medium=email&utm_campaign=CensoDivulgaApril&utm_content=CTA1&utm_smid=11648211-1-1.
