Brazil is experiencing an influencer craze. There are 2 million active content creators, according to a survey by Influency.me, a 67% increase in just one year. The number is impressive and reveals not only the market's potential but also a challenge that is growing at the same rate: maintaining ethics in an environment driven by likes, engagement, and increasingly tempting contracts.
Most of these influencers are between 25 and 34 years old (48.66%), followed by the younger audience, between 13 and 24 years old (39.37%). Only a small percentage are over 35, showing that the new generation dominates the digital discourse. Of the total, 56% are women, 43% are men, and 1% identify as a brand, without gender identification.
With such powerful influence, distortions also arise. In recent months, the Betting CPI (Parliamentary Commission of Inquiry) exposed the dark side of this universe: influencers who, in exchange for large sums of money, promoted betting platforms without considering the impact of their actions. The case raised an urgent question: how far does the power and responsibility of those who speak to millions extend?
Among those swimming against the tide is Larissa Oliveira, an architect and content creator who transformed unpretentious humor videos with her husband, Jan, into a community with over 7 million followers. She is categorical when it comes to ethics: “I would never agree to promote something that violated my moral values, regardless of the amount offered. Credibility is the greatest asset an influencer can have.”
The influencer built her career with lightness and authenticity, two words that sound simple but are worth their weight in gold in a scenario where immediacy often speaks louder. "My content is a genuine portrait of my moments with Jan. This authenticity created a bond with those on the other side of the screen," she says.
In an era where the public is increasingly attentive to inconsistencies and ethical lapses, the behavior of influencers is now being scrutinized closely. Trust, once earned through charisma, now also depends on consistency.
Ultimately, influencing is more than just entertaining: it's about taking responsibility for what you say and understanding that, in the digital world, every like can carry a moral choice.
