The 2025 Brazilian Content Creators Census’ showed that the dream of living on 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 profession 9creator’ as the only source of income, highlighting that the monetization of digital content is still a challenge, even though the influencer marketing market does not stop growing.

The survey detailed how much of the monthly income of the influencers interviewed is composed of their work on the internet. 26% answered that they have neither monthly income and have only one-off campaigns. Almost one fifth (19%) never even closed paid jobs. For 15% of the respondents, the internet is responsible for between 5% and 20% of the income. Already for 1% of the creators, the work as an influencer makes up 5% of the income and for other 11% of the web money represents only 101010T of the social networks.T of the income.

Director of international talent at Viral Nation and expert in the influence marketing market for more than ten years, Fabio Goncalves explains that the growth of the creators sector does not mean that they are all prepared or positioned to live exclusively from the internet: “Monetizing content requires strategy, constancy, professionalization and, especially, structure. Many creators still do not have access to a team that helps them to organize commercially, or even do not know how to turn engagement into billing. In addition, the lack of commitment is a preponderant factor in this equation, since in the end of the accounts this person needs to prioritize the biggest gain from it, which is often not the internet.

He says that reality is quite different from the vision that outsiders have of the internet: “There is a romanticized view that just have followers to live on the internet, but the reality is much more complex. The content creator needs to understand his niche, know how to negotiate, price, analyze contracts, issue tax notes, build authority and deliver real results for brands (it is not just about making a beautiful post. Professionalization is what transforms the influencer into a profitable personal brand. And this requires time, planning and often a support network that goes beyond creativity. Therefore,” creators who rely on agents or agencies efficiently get out of business opportunities, they tend to get out of way, and get more structured.

According to the professional, the trend is that more and more creators can live exclusively on the internet, but this will depend directly on the level of professionalization of the market as a whole. In Fabio's opinion, the market is moving towards a scenario in which brands are more judicious, seeking creators who deliver real results, who know their audience and know how to build brand narratives with authenticity.

“Therefore I say that those who are prepared 'with strategic positioning, structured data and responsibility in delivery 'Will reap the rewards.The projection is for growth, but with a greater requirement of professional maturity on the part of the” influencers, says.

It is at this moment that the role of agencies comes, in Goncalves' 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 & that is exactly where we act to ensure that more creators can turn their passion into a stable and scalable source of income”.

METHODOLOGY

The survey 2025 of Content Creators of Brazil’ was conducted by Wake Creators, one of the largest platforms of influencers in Latin America. The study was promoted through a quantitative research, which included the responses of more than 4,500 creators and 6 in-depth interviews, seeking to understand the reality of content creators. https://campaings.wake.tech/censo-de-criadores-wake-creators-2025?utm_source=experience&utm_medium=email&utm_campaign=CensoDivulgaAbril&utm_content=CTA1&utm_smid=11648211-1-1.

Os brasileiros estão sentindo no bolso o aumento nos preços dos ovos de Páscoa, mas mesmo assim não querem deixar de presentear pessoas especiais. Uma pesquisa realizada pela Zoox Smart Data aponta que 44,96% dos brasileiros pretendem comprar chocolates neste ano, enquanto 29% optaram por não ir às compras e 26,06% continuam indecisos.

Para 58,21% dos entrevistados que ainda não adquiriram os ovos ou estão na dúvida, o principal motivo é o aumento no preço dos chocolates neste ano. A pretensão de 66,13% dos brasileiros é gastar apenas R$ 100 em chocolates, enquanto 20,94% querem gastar até R$ 200 e 12,93% até mais de R$ 300.

Esse ponto, preço e promoção, ficou no ranking das causas que mais influenciam na hora de comprar chocolate nesse período, com 58,08%, seguido por marca e qualidade (33,86%) e embalagem e brindes (10,05%).

O valor elevado fez com que o número de pessoas presenteadas diminuísse neste ano. Segundo a pesquisa, 63,31% pretendem dar chocolates para até duas pessoas, já 21,62% do público devem presentear até quatro e 15,07% mais de cinco pessoas.

Apesar de muitos brasileiros optarem por outras formas de chocolate, como caixas de bombons e barras, os ovos de Páscoa continuam sendo os líderes na preferência do público, sendo a principal opção de compra de 64,93% dos entrevistados, seguindo de barras de chocolate (20,32%) e caixa de bombons (14.75%).

Mesmo com a forma do e-commerce, o supermercado continua sendo o local principal na hora de comprar chocolates, sendo a opção de 51,82% dos brasileiros, enquanto 33,17% optam por lojas especializadas e chocolaterias, vendedores artesanais (8,70%) e internet (6,31%).

A pesquisa foi realizada entre os dias 12 a 15 de abril e teve 3.596 entrevistados.

With the proximity of Easter, Brazilians are already beginning to organize their purchases for the date and consumption expectations remain high. According to a survey produced by the Mission Brazil, the largest platform of rewarded services 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 gain space: 20% of consumers will prioritize bars and tablets, while 12.5% should opt for boxes of chocolates. Already 3% of respondents said they prefer other sweets and desserts, while almost 1% plan to gift with toys. The survey included 564 participants from all states of the Federal District and the Federal. 

For this year, however, the Brazilian will also need to prepare his pocket after the increase in cocoa, an essential raw material for the production of chocolates. Still according to the study, 96% of consumers noticed an increase in the prices of Easter eggs compared to last year.

The value should also be a determining factor in the choice of products, since 68% firmly state that they would change their choice of gift due to the cost of the item. So much so that, among those who do not aim to make purchases, the financial question appears as the main factor, with 60% of the justifications. Other motivations cited are the lack of interest in the date, with 25%, and the non-celebration of the festivity, with 14%.For the study, the public heard receives predominantly from 1 to 3T, while the 13T salaries are 13T, 13T1, 16. 

“The consumer is increasingly aware of the cost-benefit of products and has sought viable alternatives to maintain the tradition of the date, even in the face of the rise in prices. The growth in the intention to buy bars and chocolates reveals this adaptation of the market and points out interesting paths for brands that know how to listen to the public”, analyzes Thales Zanussi, CEO and founder of Mission Brasil.

Regarding the pocket planning, 33% of consumers aim to spend between R$ 101 and R$ 200, while 32% plan to disburse between R$ 51 and R$ 100, 15% between R$ 201 and R$ 300 and 13% project an expense of up to R$ 50. Already in time to justify the decisive topics at the time of purchase, the quality of the product, 13T, 3T130, were promotions and 3T303, were the 1303, were the discounts. 

Influence for purchase

The Mission survey also evaluated the preferences and desires of consumers at the time of product purchase. According to the survey, when it comes to the way of purchase, physical stores were ahead, with more than 79% of responses, surprising given the advance of e-commerce in recent years.

For Thales Zanussi, CEO and founder of Mission Brasil, this choice is linked to the need to ensure the integrity of chocolate, which is sensitive to transportation.“Purchase in person offers more security regarding product quality, especially on symbolic dates such as Easter”, he explains.

The research also identified what are the attractiveness factors for purchases. With 83% of preference, discount is still the most prestigious strategy. Already 17% of people prefer cashback. 

Regarding product preference, 60% of people should opt for large brands, while 40% will consume handmade items.At the time of payment, the priority will be for cash payment for 74% of respondents, while 26% plan to split purchases. 

In addition, the study also sought to understand the role of social networks in the scenario, with about 59% of respondents signaling that these media have influence on their purchase. For them, influencers especially TikTok and Instagram are decisive when selecting the Easter gift. “The interference by the networks reinforces the role of digital content as a decision engine, especially on seasonal dates, when inspiration and recommendation have great weight”, analyzes the CEO of Mission Brasil. “Marcas that know how to stand out in these media will certainly come out ahead in such a competitive market”, he concludes.