In a scenario where purchasing decisions are ultimately influenced by the strength of online presence, the competition for brand awareness through digital channels has become an extremely relevant item for various segments. In the world of skincare, for example, where competition for exposure is becoming increasingly fierce and consumers are always seeking the best solutions for their individual needs, having a solid SEO strategy is essential to boost brand recognition and, at the same time, generate conversions.

Today, Brazil is the fourth largest beauty and personal care market in the world. To define their preferred brand, consumers research ingredients, seek to understand the benefits of each product, and listen carefully to recommendations from friends or professionals. Therefore, there are several ways for a brand to overcome barriers and enter the public's imagination. However, even with the various possibilities, it is easy to justify that the best option remains the pursuit of organic traffic, especially through strategically integrated SEO.

One of the main challenges in achieving organic traffic is gaining space in non-branded terms. Many searches in the skincare segment involve questions about skin types, ingredient efficacy, and product recommendations. By creating relevant and well-positioned content for these terms, a company tends to reach new audiences naturally, educate the consumer, and influence their purchasing journey across different sales channels.

For that, some actions are decisive. The first step is to understand the consumer's search intentions and map strategic keywords. In the case of the Brazilian market, for example, terms related to hydration and care for oily skin represent high demand. Creating in-depth, scientifically grounded content validated by experts increases credibility and improves performance in search engines.

Another critical point concerns the technical optimization of the website. Loading speed, URL structure, mobile usability, and well-planned internal links directly impact search ranking. Furthermore, artificial intelligence tools are already being used to enhance information curation, ensuring that content is complete and aligned with Google's best practices.

The synergy between SEO and influencer marketing also expands the brand's reach. Partnerships with dermatologists and specialists can add value to the content and reinforce the company's authority. Quotes from reliable sources, case studies, and in-depth articles help generate engagement and increase user retention rates.

For the SEO strategy to be successful, it is also essential to think long-term. Investment in original and quality content should be continuous, with frequent updates and aligned with market trends. Companies that adopt a truly strategic approach achieve a solid positioning and are rewarded with a loyal base of informed and engaged consumers.

In a digitalized environment where consumer attention is highly contested, those who master SEO are not only found – they are remembered.

Carnival, one of the most anticipated festivities in the Brazilian calendar, represents an excellent opportunity for e-commerce to increase its revenue. As the streets fill with revelers, the digital environment becomes a fertile ground for creative and effective commercial strategies. Check out how to make the most of this festive season to boost your online sales.

Advance planning: the key to success

Prior planning is crucial for the success of any seasonal campaign. Ideally, the strategies for Carnival should start being planned at least two months in advance, ensuring enough time to:

• Set clear sales goals
• Plan inventory properly
• Develop themed promotional materials
• Preparing logistics for demand peaks

Adapting your portfolio for the season

During Carnival, certain products experience a natural increase in demand. Adapting your catalog to include or highlight party-related items can yield significant results

1. Thematic products: costumes, accessories, makeup and carnival props
2. Convenience items: sunscreen, thermoses, small and safe bags
3. Technology: waterproof cameras, portable chargers and bluetooth headphones
4. After party: hydration products, vitamin supplements and self-care items

Digital marketing strategies for the period

Personalized campaigns

Develop specific campaigns that resonate with the carnival spirit. Bet on regionally targeted ads, considering that Carnival has distinct characteristics in different parts of the country.

Thematic email marketing

Create email sequences with a carnival theme, sending special offers and last-minute shopping reminders. Segment your list to send specific promotions to those who have previously purchased carnival-related products.

Relevant content

Produce useful content such as "Essential kits for street parties," "How to stay hydrated during the festivities," or "Last-minute costumes with express delivery." This type of material generates engagement and positions your brand as a reference.

Strategic promotions and discounts

Promotional kits

Create themed combos combining complementary products at attractive prices. A "Survival Kit for the Festivities" or "Carnival at Home" can encourage multiple purchases.

Free shipping with urgency trigger

Offer free shipping for purchases over a certain amount, setting clear deadlines to ensure delivery before the party starts.

Progressive discounts

Implement discounts that increase as the customer adds more items to the cart, encouraging an increase in the average ticket.

Optimizing the shopping experience

Prepare your website for traffic spikes

Ensure that your platform is prepared to support a greater volume of accesses, avoiding slowdowns or crashes that harm the customer experience.

Simplify checkout

During holiday periods, convenience is essential. Implement one-click purchase options, various payment methods, and checkout without registration for new customers.

Transparent delivery policy

Be absolutely clear about delivery deadlines, especially for regions where street blocks may affect logistics. Offer real-time tracking and SMS alerts.

Post-Carnival Strategies

Don't cease your efforts when Ash Wednesday arrives. Prepare a recovery strategy with

• Post-carnival sale to sell off seasonal products
• Remarketing campaigns for customers who visited the website but did not complete the purchase
• Loyalty program with special bonuses for those who purchased during the period

Monitoring and adaptation

Throughout the period, closely monitor the results of your campaigns, being ready to adjust strategies as needed:

• Check which products are performing best and highlight them
• Identify bottlenecks in the purchasing process and correct them quickly
• Track traffic and conversion metrics daily

Conclusion

Carnival represents a unique moment in the Brazilian commercial calendar, with significant potential for e-commerce businesses that know how to seize the opportunity. With strategic planning, well-targeted marketing actions, and an optimized shopping experience, it is possible to turn the festive season into a significant milestone for your business's annual revenue.

More than simply selling during Carnival, well-executed strategies can win customers who will return throughout the year, transforming a seasonal action into a lasting competitive advantage for your e-commerce.

In 2024, we followed many cases involving digital influencers. We witness situations of arrests, the dissemination of banned online games, fraud in raffles, and even money laundering. Of course, we cannot generalize and claim that all digital influencers act unethically and/or illegally.

Still, we can affirm that many companies that hired digital influencers who went through the above-mentioned situations suffered damage to their reputation. When a company associates its own image or that of its product with a digital influencer, it means that he/she uses their influence to promote the image or the product. Everything that happens negatively in the digital influencer's life will automatically be linked to a company's image or product.

After all, the role of the digital influencer is to promote brands and products to their own audience, indicating thatwiththey use in their daily life. That they are part of your first and only choice in your own daily life. For this reason, companies seek influencers who have the largest number of followers. If the follower bubble buys into the idea of this connection between the brand or product and the influencer's life, these followers will purchase the products and also recommend them within their own professional and personal communities. Thus further increasing the visibility of the brand or product and generating sales conversion, which has been the company's goal from the beginning of hiring the digital influencer.

Theoretically, companies should hire digital influencers who have values that are synergistic with those of the company itself, even to avoid the promotion sounding fake. However, that has not been what has been happening. The influencer who is trending at a given moment is the one chosen by the company's marketing department or advertising agency for promotion.Of course, there are already companies that work with targeted brand and product promotion, acting strategically, but this is not actually the case in most companies.

We can draw a parallel with a Brazilian series where the villain promotes Lolaland on social media. In the series, what matters is appearance, likes, sales, and money. There is no concern whatsoever regarding consumers and the general public. It means "vale tudo" on social media.

It is important to remember that influence refers to the process by which a person or thing exerts effect on the opinion, behavior, or personal values of citizens. This can occur in various ways, including persuasion, for example, authority or social pressure. Influence is a dynamic force present in various spheres of life, from everyday interactions to broader contexts such as media, politics, and culture. The responsibility of the digital influencer goes beyond simple entertainment; it shapes perceptions, influences decisions, and can have real impacts on the lives of followers as a whole.

Reputational crises resulting from the hiring of digital influencers can directly impact companies in various ways. Associating with influencers without strategic alignment can result in loss of credibility, alienation of consumers, boycotts, and devaluation of the brand or product.Furthermore, controversies involving influencers can go viral (and indeed go viral), requiring quick responses to contain the damage.

Due to the above, we recommend that some measures be taken within the companies before hiring digital influencers. Since prevention is always cheaper than remediation.

The compliance process applied to hiring is always effective. The marketing department or the executive board should not proceed with hiring the influencer, even if it is urgent due to being a current hit, without first having the influencer's company and the influencer himself undergo a due diligence (reputational analysis) that can be conducted internally by the company's Compliance department or by law firms that specialize heavily in these services. The goal is essentially to conduct a detailed analysis of the influencer's history, assessing their behavior, values, and any previous controversies.

Furthermore, we also recommend including the legal department in the drafting of the service provision contract. There are a series of points applied to this contract that must be considered by the legal department and the hiring company in order to prevent risks. A well-drafted contract may even include obligations to be fulfilled by the influencer in the event of an eventual crisis.

The last point would be the continuous monitoring of the influencer during and after a period at the end of the contract. In case of crises, it is vital that the company and the influencer or the management team maintain agile and transparent communication, demonstrating commitment to ethics and responsibility.

In conclusion, companies must exercise even greater caution when hiring digital influencers. I understand that most companies do not want, at all costs, to miss out on a great opportunity with an influencer who is trending in the market. After all, companies want to sell and make a profit. And social media allow the conversion of influence into purchases. Each like is very valuable. However, reputational risks exist and cannot be underestimated. This month's profit could be next month's loss.