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.

Brazilians are feeling the impact of the rising prices of Easter eggs in their wallets, but they still don't want to stop giving gifts to special people. A survey conducted by Zoox Smart Data indicates that 44.96% of Brazilians plan to buy chocolates this year, while 29% chose not to go shopping and 26.06% remain undecided.

For 58.21% of respondents who have not yet purchased eggs or are unsure, the main reason is the increase in chocolate prices this year. 66.13% of Brazilians aim to spend only R$ 100 on chocolates, while 20.94% want to spend up to R$ 200 and 12.93% up to more than R$ 300.

This point, price and promotion, ranked among the main causes that influence chocolate purchasing during this period, with 58.08%, followed by brand and quality (33.86%) and packaging and freebies (10.05%).

The high value caused the number of people receiving gifts to decrease this year. According to the survey, 63.31% plan to give chocolates to up to two people, while 21.62% of the audience will gift up to four people and 15.07% to more than five people.

Although many Brazilians choose other forms of chocolate, such as boxes of chocolates and bars, Easter eggs remain the most popular among the public, being the main purchase option for 64.93% of respondents, followed by chocolate bars (20.32%) and boxes of chocolates (14.75%).

Even with the rise of e-commerce, supermarkets remain the primary place to buy chocolates, chosen by 51.82% of Brazilians, while 33.17% opt for specialized stores and chocolatiers, artisanal sellers (8.70%), and the internet (6.31%).

The survey was conducted from April 12 to 15 and involved 3,596 respondents.

With Easter approaching, Brazilians are already starting to organize their shopping for the date, and consumption expectations remain high. According to a survey conducted by theMission Brazil, the largest rewarded service platform in the country, 87% of people intend to make purchases for Easter. Chocolate eggs remain the most desired items, with 63% of purchase intentions. However, other alternatives are gaining ground: 20% of consumers will prioritize bars and tablets, while 12.5% are expected to choose boxes of chocolates. Already 3% of respondents stated they prefer other sweets and desserts, while nearly 1% plan to gift toys. The survey included 564 participants from all states of the country and the Federal District.

For this year, however, Brazilians will also need to prepare their wallets after the increase in the price of cocoa, an essential raw material for chocolate production. According to the study, 96% of consumers noticed an increase in the prices of Easter eggs compared to last year.

The amount should also be a determining factor in the choice of products, since 68% firmly state that they would change their gift choice due to the item's cost. So much so that, among those who do not aim to make acquisitions, the financial issue appears as the main factor, with 60% of the justifications. Other cited motivations are lack of interest in the date, with 25%, and not celebrating the holiday, with 14%. For the study, the audience surveyed predominantly earns between 1 to 3 minimum wages, accounting for 46% of responses, and 1 minimum wage, with 36%. The range of those earning 3 to 5 salaries was 12%, while those earning more than 5 salaries are 6%.

"The consumer is increasingly attentive to the cost-benefit of products and has been seeking viable alternatives to maintain the tradition of the date, even in the face of rising prices. The growth in the intention to purchase bars and chocolates reveals this market adaptation and points to interesting paths for brands that know how to listen to the public," analyzes Thales Zanussi, CEO and founder of Mission Brazil.

Regarding budget planning, 33% of consumers aim to spend between R$ 101 and R$ 200, while 32% plan to spend between R$ 51 and R$ 100, 15% between R$ 201 and R$ 300, and 13% project a expenditure of up to R$ 50. When justifying decisive topics at the time of purchase, product quality, with 30% of choices, price, with 26%, and promotions and discounts, with 15%, were the most mentioned.

Influence for purchase

The Mission research also assessed consumers' preferences and desires at the time of product purchase. According to the survey, when it comes to the method of purchase, physical stores led with over 79% of responses, a surprising figure considering the growth of e-commerce in recent years.

For Thales Zanussi, CEO and founder of Mission Brasil, this choice is related to the need to ensure the integrity of the chocolate, which is sensitive to transportation. "In-person shopping offers more security regarding the quality of the product, especially on symbolic dates like Easter," he/she explains.

The research also identified the factors that attract customers to make purchases. With 83% of the preference, discounting is still the most valued strategy. Already 17% of people prefer cashback.

Regarding product preference, 60% of people are expected to choose major brands, while 40% will opt for artisanal items. At the time of payment, 74% of respondents will prioritize paying in cash, while 26% plan to split their purchases into installments.

Furthermore, the study also sought to understand the role of social networks in the scenario, with about 59% of respondents indicating that these media have an influence on their purchasing decisions. For them, influencers, especially on TikTok and Instagram, are decisive when choosing Easter gifts. "The interference by networks reinforces the role of digital content as a decision-making driver, especially during seasonal dates when inspiration and recommendations carry significant weight," analyzes the CEO of Mission Brazil. "Brands that know how to stand out on these platforms will certainly get ahead in such a competitive market," he concludes.