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Cyber scams in tourism increase as the holidays approach

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Cyber scams in tourism increase as the holidays approach

With the approach of summer and year-end holidays, travel demand increases, along with the number of cyber scams. According to a DataSenado survey, 24% of Brazilians have been victims of virtual crimes in the last 12 months, including frauds related to the tourism sector, such as fake travel packages and credit card cloning. São Paulo leads the states with the highest number of victims, followed by Mato Grosso and the Federal District. In times of increased activity in the sector, these scams become even more frequent and sophisticated.

According to a study by Kaspersky, a cybersecurity company, the number of cyberattacks in Brazil increased by 38% in the first quarter of 2024. With Black Friday promotions, the trend is that scam attempts will intensify in the coming weeks, with increased demand for travel packages and online bookings.

The lawyer and data protection specialist, Guilherme Guimarães, warns that tourism has become an attractive target for criminals due to the large amount of personal and financial data shared during the booking processes. "Consumers are more susceptible to scams during the holiday period, when the rush to secure a good deal can lead to impulsive and careless decisions. Fake websites, email offers, and social media ads have been the main methods used by scammers," he explains.

HOW DO SCAMS WORK?

Cyberattacks in the tourism sector mainly occur through fake websites that imitate major hotel chains and travel agencies. Offers with prices well below the market usually attract victims who, upon making the payment, realize they have been deceived. Another common scam involves sending fraudulent emails with links that direct to malicious sites, where financial data is stolen.

Guilherme Guimarães advises that the best way to protect yourself is by taking preventive measures, such as:

  1. Check the authenticity of websites: Make sure you are using an official platform by checking the URL address and looking for reviews from other consumers.
  2. Be wary of very low prices: Exaggerated discounts can be an indication of a scam.
  3. Use secure payment methods: Prefer credit cards and opt for two-step authentication systems whenever possible.
  4. Do not click on suspicious links: Avoid accessing offers sent by email or social media without checking their origin.

For Guimarães, awareness of these risks and the adoption of safe practices are essential to prevent fraud during travel planning. "With the increase in digital purchases and bookings, consumers need to double their attention so that their vacations do not become a financial nightmare," he/she/they highlights.

The expert also warns that with the increasing digitalization of tourism, prevention against cyber scams has become a priority for both consumers and companies in the sector.

Brazilian storage needs a technological upgrade

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Brazilian storage needs a technological upgrade

Although grain production hits record after record, storage capacity in Brazil does not match this increase. And, within what exists for storage, many units are old, over 20 years of installation, with outdated equipment due to time and technologies. While investments in tractors, harvesters, and other implements equipped with modern multi-sensors receive good attention from producers, the storage area, where they will keep their harvested assets, has not received the same level of attention.

It is interesting to observe the priority order of the Brazilian rural producer when it comes to investments made by their company. The first thing he thinks of when he has surplus resources is to buy land, the second is agricultural machinery and.In the last items, they are either to purchase a storage system or to renew and improve what they already have," comments Everton Rorato, commercial director of PCE Engenharia, a company with 19 years of operation that has in recent years dedicated itself to the automation sector in post-harvest equipment.In his view, this is one of the factors contributing to the current technological gap in the Brazilian storage park. "Just to give an idea, in the last five years, there has been significant progress in research and development of sensors, systems that capture information about what happens in the environment of a silo or warehouse, in digital thermometry, connectivity, among others, but this has not been adopted by a large part of those involved in storage, creating a substantial gap in the management of this process," says Rorato.

The executive even mentions that this lack of technological update ends up causing losses to the storage provider. According to him, the grain storage management requires the person in charge of this function to be very attentive to the various factors that occur in the internal and external environment of a silo. "Temperature inside and outside the silo, relative humidity, atmospheric pressure, all of this, believe it or not, needs to be measured to know whether it is the right time to turn on aeration, for example. Outdated equipment can give incorrect readings of all these items, pass on wrong information, and cause grain loss or quality deterioration, ultimately leading to a loss," notes the commercial director.

Rorato says that it was by observing this situation that PCE developed automation solutions for controlling grain storage conditions. The company has digital thermometry as one of the highlights of its portfolio. Through this system, it is possible to monitor the temperature of stored grains via an application developed by PCE, and based on this information, make the most appropriate decision at the moment. Another technology developed by the company is a portal, available in the cloud, which the storage manager can access from anywhere and that displays the conditions of the grain inside the silo/warehouse. The system presents various information very clearly, producing a data history to consult at any time. "It is a technology that allows tracking the storage conditions of the grains, assisting in decision-making in this process," concludes Rorato.

Make your company perform well in the last quarter of the year

Peter Signorelli
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Make your company perform well in the last quarter of the year

We are officially in the last quarter of 2024, and if you hold a leadership role in any company, you are probably already thinking about ways to finish this cycle well, delivering quality performance so that it will be possible to start the next year with positive results. But is there a specific path to follow to make it work?

The answer is: no! Each company is unique, and even if it offers services or even products similar to one or more competitors, it is not possible to be the same and want to follow a standard for everyone. After all, what was good for one may not work for another and vice versa. In addition, it is essential to know the organization's history throughout the year so that we can identify mistakes and successes.

If what you are doing has been working for a while and producing satisfactory results according to the objectives set in the planning, the company is probably heading in the right direction. Just so you know, this is rare! Either you have a really amazing team or your goals are not ambitious enough. And "being well" is not an obstacle to improvements and eventual adjustments, but it is a more "easy" scenario to maintain during the last quarter, working consistently.

The hardest part is when you realize that the actions are not working and that the results are below expectations or taking much longer than planned. What is more common to happen, for different reasons. This situation is a sign that it is necessary to review strategies and understand what is not working properly, so that it is possible to make course adjustments and ensure that your company recovers and performs well during these last three months of the year.

To make this process more efficient, you can adopt OKRs – Objectives and Key Results – which will greatly help your management focus on what truly brings you closer to the desired outcome. To get there, choose a goal and define the results you want to achieve, which will most contribute to the overall outcome. Maybe you can't achieve more than one anymore; leave the others, or you won't even be able to reach this one.

However, the manager does not need to and should not go through this adjustment period alone. One of the premises of OKRs is that employees actively participate alongside the leader, being part of these constructions. Sure, each one respecting their role, but understanding how their task influences the whole. In this way, the team can collaborate effectively, knowing what they need to do.

The point I like to emphasize is that perhaps the result of the year, in general terms, will not be achieved as previously expected, but at least in this last yearsprintYou and your team have learned to collaborate and focus better, being guided to work towards the result, which I consider the ideal model. Believe in me, this is just the beginning of building a different 2025.

SMEs' revenue accelerates and increases by 11.9% in September

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SMEs' revenue accelerates and increases by 11.9% in September

The Omie Index of Economic Performance of SMEs (IODE-SMEs) indicates an 11.9% increase in the financial transactions of small and medium-sized enterprises (SMEs) in Brazil in September 2024, compared to the same period of the previous year. In the year-to-date, the index shows an increase of 5.8% compared to the same period in 2023.

Figure 1: IODE-SMEs
(Index number – base: average 2021=100)

Fonte: IODE-PMEs (Omie)

IODE-PMEs works as an economic thermometer for companies with annual revenues of up to R$50 million, divided into 701 economic activities that make up four major sectors: Commerce, Industry, Infrastructure and Services.

Felipe Beraldi, economist and manager of Indicators and Economic Studies at Omie, a cloud management (ERP) platform, indicates that the rise of SMEs in September was spread across sectors. "The maintenance of positive signals in the Brazilian macroeconomic environment from the perspective of the labor market and household income continues to boost the performance of SMEs, while consumer confidence, measured by the FGV indicator (ICC-FGV), has been rising recently, reinforcing the positive context for consumption," he explains.

The highlight was the Commerce sector, which recorded a 19.2% increase in September compared to the previous year – one of the best results for the segment in 2024 so far. The consistent recovery in recent months, both wholesale and retail, suggests a promising end of the year for the SMEs in the sector. This context raises expectations for the impact of seasonal dates, such as theBlack Friday, in companies’ revenue in the coming months”, explains the economist.

The industrial SMEs returned to positive territory in September, after a temporary decline in the previous month, recording an 11.8% increase compared to the previous year. Among the 22 monitored subsegments of the manufacturing industry, 18 showed an increase in revenue, with the activities of 'Furniture manufacturing', 'Metal product manufacturing', and 'Pulp and paper manufacturing' being the most prominent.

In the Services sector, SMEs advanced by 7.3% in September, with it being important to highlight the high comparison base of 2023 due to the recovery the sector was already experiencing at that time. This month, performance was driven by improvements in 'Administrative activities' and 'Delivery activities'.

Finally, SMEs in the Infrastructure sector recorded an 11.3% increase in real financial transactions in September. The 'Electricity' and 'Specialized construction services' segments predominated in the sector's growth throughout the third quarter.

The positive result in the last month contributes to the positive maintenance of Brazilian SMEs' revenue in the short term. "Even with the prospects of increased inflationary pressures and interest rates, factors such as rising consumer confidence and the persistence of unemployment rates at historically low levels are expected to support the continued growth of SMEs in the coming months," predicts Beraldi.

Black Friday 2024: personalized strategy tips to stand out in a market dominated by giants

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Black Friday 2024: personalized strategy tips to stand out in a market dominated by giants

With the arrival of Black Friday, small and medium entrepreneurs face the challenge of standing out in a market largely dominated by major retailers. For these companies, exploring their competitive advantages and adapting strategies is essential to achieve success during this period.

Ricardo Leite, Director of UOL Host, emphasizes that the proximity of small businesses to their customers is a great opportunity to create exclusive and targeted promotional actions. "It is necessary to be creative and offer personalized deals. Everyone is promoting actions at this time, so it is essential that your campaign stands out and speaks directly to your audience. Take advantage of knowing your customers well. It is no use betting on generic promotions if your audience has specific needs. For example, if you sell handcrafted products, a strategy focused on personalization will probably be more effective than large discounts," explains the executive.

Market data indicates a growth trend in online sales for 2024, with many companies extending their promotional campaigns throughout the month of November.

In marketing, effective communication is essential to attract customers. Preparing specific promotional materials for social media, WhatsApp groups, and websites is essential, as well as using e-commerce platforms that offer personalized newsletters, strengthening the relationship with the audience.

According to Leite, social networks, such as Instagram, TikTok and WhatsApp, are great allies, but keeping the website or virtual store updated and with good usability, with detailed descriptions of the products, their differences and benefits, is essential, as they are the destination of the campaigns.

"Each social network has its own language and interaction format, which allows targeting different audiences accurately during promotional periods," he explains. "On Instagram, for example, visual appeal is essential, and stories and posts with attractive images and videos are effective in capturing attention quickly. On TikTok, short and creative videos with challenges or trends can make a promotion go viral. WhatsApp, in turn, offers more direct and personalized communication, ideal for sending exclusive offers and last-minute promotions," he adds.

Working niches can also be a powerful strategic advantage. By focusing on a specific product you are an expert in, you can position it as the central highlight of your campaign. This not only attracts a highly interested audience but also differentiates your offer from large retailers who typically work with a broad and generic portfolio. By offering something exclusive or hard to find elsewhere, you increase your competitiveness and create a sense of urgency, strengthening the bond with the customer and boosting your chances of conversion during events like Black Friday.

Finally, Leite recommends that all actions be planned in advance, with attractive communication and the selection of products that differentiate the business from the competition. These strategies allow small and medium entrepreneurs to make the most of the opportunities that the date offers.

While 56% of Generation Z professionals prioritize their personal lives, many young people choose to become entrepreneurs in Brazil

E-Commerce Update
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While 56% of Generation Z professionals prioritize their personal lives, many young people choose to become entrepreneurs in Brazil

My recent research from the Caju platform reveals that 56% of Generation Z would consider quitting to maintain a balance between personal and professional life. On the other hand, the number of young entrepreneurs in Brazil increased by 23% in the last decade, according to Sebrae. The study, which analyzed the period from the last quarter of 2013 to the last three months of 2023, points to the growth of young people's participation in the creation and management of businesses. At the end of 2023, young people between 18 and 29 years old accounted for 16.5% of the approximately 30 million entrepreneurs in the country.

According to the Caju survey, young people born between 1996 and 2010 are increasingly present in the labor market and are expected to make up 27% of the workforce by 2025. In addition to prioritizing financial stability (84%) and positive impact on communities (81%).

In this context, many young people get involved in initiatives like junior companies, which offer practical experience and professional growth opportunities, while also choosing to be their own bosses. Organizations like Brasil Júnior are examples of this movement, in which university students apply their academic knowledge to create businesses and support the development of small enterprises.

SecondElias Gabriel, Executive President of Brasil Junior(Brazilian Confederation of Junior Enterprises), junior enterprises offer students the opportunity to apply their theoretical knowledge to real projects and provide quality services at affordable prices.

Next, he explains how this model benefits both students and small businesses.

What is a junior company and what is its role?

A junior enterprise is a non-profit organization formed and managed by university students. The goal is to provide practical experience in their fields of study, as well as to offer consulting services and project development for companies and society in general.

How are junior companies regulated in Brazil?

In Brazil, junior companies are regulated by Law No. 13,267, known as the Junior Company Law, enacted in 2016. This legislation formalizes the participation of universities and guarantees the necessary support for the operation of EJs.

How do junior companies work in practice?

These companies are organized into three levels: cores (regional), federations (state), and confederations (national). Each level supports and guides the affiliated junior companies, ensuring the quality of the services provided and the continuous training of the members.

How can a student participate in a junior company?

The student must be enrolled in a university registered with the junior enterprise movement, which is coordinated by Brasil Júnior. This ensures the academic and practical support for him to work on real projects.

How does this experience impact students' careers?

Participating in a junior company allows students to apply what they learn at university directly in the market. They develop management skills, teamwork, and leadership, which are highly valued by the job market.

Why should small businesses hire a junior company?

Junior companies offer high-quality services at reduced prices, as the focus is on students' learning. With the support of teachers and access to university laboratories, these projects maintain a high standard.

Who can hire the services of a junior company?

Anyone, company, or entity can hire a junior company. Small and medium entrepreneurs often find an excellent cost-benefit ratio in these services, with innovative and efficient projects.

What are the main benefits for those who hire?

Junior companies offer quality services at a reduced cost, as they do not aim for profit. Furthermore, they bring innovation with updated and efficient solutions, and contribute to the training of future professionals. Many projects also have a social impact, helping to address community challenges.

More than 60% of Brazilians intend to spend up to R$3,000 on Black Friday

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More than 60% of Brazilians intend to spend up to R$3,000 on Black Friday

The Purchase Intentions Survey, conducted by Tray, Bling, Melhor Envio, and Vindi, brands of LWSA, with over 3,000 people across the country, shows that Brazilian consumers are preparing themselves increasingly earlier for Black Friday. According to the survey, 62% of consumers intend to spend up to R$3,000 on promotions, while 64.3% are planning their purchases, 44% have been saving money in recent months and 20.3% will set aside part of their 13th salary to take advantage of the offers.

According to the survey, 96% of consumers plan to shop online on Black Friday 2024. Of them, 87% made purchases in the same period in 2023. Among the most searched products, 51% stated they plan to buy electronics (smartphones, computers, TVs), 46% plan to purchase clothing, and 45% want to buy appliances.

Most consumers (75%) said they plan to shop for Black Friday on marketplaces, followed by the brands' own websites, and regarding payment methods, 75% prefer to pay with a credit card, 23.2% with PIX, and 83% intend to split their purchases into up to 12 installments.On Black Friday, installment payments on credit cards are preferred by consumers due to the possibility of spreading payments without compromising the budget, as well as maximizing benefits such as miles and cashback. Confidence in credit cards and the growing popularity of PIX, which offers convenience and instant gratification, are factors that highlight a consumer seeking flexibility and financial control. On the retailers' side, these modalities increase the average ticket, eliminate purchase objections, and ensure immediate liquidity, especially useful during periods of high demand, evaluatesMonisi Costa, Payments Director at Vindi.

Brands' social networks and advertisements are the main attraction for consumers

The Purchase Intention survey for Black Friday 2024 shows that consumers start researching products and prices in advance. For 57%, company websites and social media are the main way to get information about discounts.Profiles focused on promotions and discounts on social media (24%), promotional emails (37%), price comparison websites (25%), WhatsApp channels and/or groups focused on discounts (20%), digital influencers (18%), and store/brand newsletters on WhatsApp (17%) are other means of promotion research used by consumers.

They also revealed the factors that influence purchasing: 65% cited online ads, 59% social media, and 19% digital influencers. “In this pre-Black Friday period, knowing consumer habits and where the sources they trust to make purchasing decisions are is a big differentiator for retailers. And the big news that draws attention this year compared to last year is the consolidation of offer channels on messaging apps, such as WhatsApp and Telegram. This shows that in a short time this option has become the preferred choice of Brazilians, even surpassing other well-established options, such as influencers, for example,” he said.Marcelo Navarini, director of Bling.

Shipping is a deciding factor in purchasing

Almost 60% of respondents state that the shipping cost is a very important and decisive factor for online purchases. Almost 40% of respondents would not be willing to pay a higher shipping fee to receive their product more quickly.

Among the points listed in the survey about what would make consumers give up on purchasing even with a good Black Friday offer were shipping fees (57%), higher prices than non-sale periods (50%), lack of trust in the store (45%), low ratings on reputation sites (43%), negative reviews on social media (42%), and the discount/offer not being attractive enough for Black Friday (40%).

“With the consolidation of Black Friday in Brazil, consumers have started to analyze the offers for the period more carefully, seeking to compare prices, learn about the company’s reputation on sales websites, among other factors before deciding to buy. This highlights the importance of retailers clearly highlighting the differences and benefits they offer, ensuring effective communication of the advantages associated with the purchase to their customers. In addition, the date demonstrates the need for retailers to cultivate good relationships with their customers and good reviews throughout the year so that their offers are enhanced by the respect earned by their brand.”analysisThiago Mazeto, director of Tray.

According to the survey, 57% gave up on the purchase due to shipping fees and 50% revealed they would not buy if prices were higher than during non-sale periods. “During Black Friday 2024, offering free shipping on specific products or for purchases over a certain amount creates an irresistible incentive for consumers to complete their purchases, increasing the value of the cart. Highlighting the speed of delivery as a competitive advantage, promoting short delivery times and meeting them consistently, is important because it will make that customer create a positive impression and be more likely to buy from the same store again,” he says.Vanessa Bianculli, marketing manager at Melhor Envio.

For the study, at the request of LWSA, Opinion Box interviewed 3,087 consumers aged over 16 from all over Brazil and all social classes, between September 12 and 23, 2024. The margin of error of the survey is 1.7 percentage points.

Market research company aims for revenue of R$5 million in 2024

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Market research company aims for revenue of R$5 million in 2024

Founded in 2013, Brazil Panels, a market research and marketing companyfull service,It is expected to reach a revenue of R$ 5 million in 2024 with the expansion of its services in the country, a 25% growth compared to the previous year. Today, she owns the largest online panel in Brazil, with 3.5 million registered and active people for survey sampling and over 1,500 new recruits every month.  

The company stands out for its consumer-focused approach, using advanced methodologies to conduct qualitative and quantitative research. Among the qualitative methodologies are focus groups, tests, user monitoring, and in-depth interviews, both online and offline. In the quantitative scope, there are opinion polls, market surveys, segmentation studies, and statistical surveys, using broad and representative samples to ensure the accuracy of the collected data.  

To reach an even larger number of respondents, different devices are used in a disconnected manner, including tablets, cell phones, and computers, which allows data collection even in more remote locations and where there is no internet signal. Currently, the company has a 74% national market share, with its own team for collection in all major cities.  

"We conduct an immersion into our clients' businesses, analyzing the market and competition through various research methods in order to create a strategy that meets their demands. Our main commitment is to transform the data obtained into intelligence and creativity, supporting decision-making with accurate and reliable information. To achieve this, we understand the human side of the consumer in a more connected and interactive world. We utilize all potentialities and solutions to get closer to consumers and understand their desires and needs," explains Claudio Vasques, CEO and founder of Brazil Panels.  

With the largest digital panel in Brazil, it provides a comprehensive sampling for qualitative and quantitative research, bringing together people from various regions, classes, ages, and genders, with high engagement through participatory interactions. The new monthly registrations are made entirely organically, allowing for a refresh in the dashboard to produce even better results, and at a low cost.  

Among its main clients are Ambev, Arcor, Bradesco, ABMRA, TM20, Bauducco, Danone, Dasa, FSB Comunicação, Locomotiva, Honda, Lubrax, QuintoAndar, Sicoob, Troiano Branding, iFood, CBA+, CG, among others. In addition to market research services, Brazil Panels manages digital marketing for other companies, combining technology, innovation, and data.  

Bain Announces Expanded Partnership with OpenAI to Accelerate Delivery of AI Solutions and Meet Growing Industry Demand

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Bain Announces Expanded Partnership with OpenAI to Accelerate Delivery of AI Solutions and Meet Growing Industry Demand

Bain & Company announced an expansion of its partnership with OpenAI, creator of ChatGPT and advanced AI models such as GPT 4o and the new OpenAI o, to accelerate the transformative impact of AI in the world’s largest organizations.

Since 2022, Bain and OpenAI have been working closely together. Your global services alliance, announced in early 2023, brings OpenAI's AI innovations and platforms to Bain clients worldwide. Bain also globally provided its employees with OpenAI platforms, including ChatGPT Enterprise. These tools have been used to deliver various pioneering and customized technology applications, increasing employee efficiency and productivity.

Now, Bain and OpenAI will expand and deepen even further the scope of their successful partnership. The innovations of OpenAI will be combined with Bain's extensive AI implementation capabilities and strategic experience. This expansion will further increase the ability to offer the most powerful solutions and meet customer needs throughout their journey with AI.

With the expansion of the partnership, Bain is investing in the creation of an OpenAI Center of Excellence (CoE). Led by a dedicated Bain team with extensive experience and knowledge of the latest developmentsinsightsOn OpenAI’s innovations, the CoE will provide services and technologies to help customers drive greater business value and impact.

The combination of Bain's extensive industry experience with OpenAI's horizontal technological innovations creates revolutionary commercial value. With the partnership, Bain and OpenAI will co-develop and deliver the first solutions for the retail and healthcare sectors, with expansion to other areas soon. The Center of Excellence will feature specialized technical resources, trained to provide solutions that leverage cutting-edge OpenAI technology, including multimodal, real-time, and reasoning applications.

"We saw the power of our partnership with OpenAI as we worked together with clients and within our own company. We achieved transformative results, drove innovation, and created sustainable value. With this expanded collaboration, we will go even further, leading industry transformation and delivering an even greater impact," says Christophe De Vusser, Managing Partner and Global CEO of Bain.

Brad Lightcap, COO of OpenAI, commented: “We are expanding our partnership with Bain to transform cutting-edge AI into real, impactful outcomes for businesses across a range of industries. We want to ensure that companies can make the most of the opportunity to operate more efficiently, better serve their customers and drive a new wave of innovation.”

The expansion of the partnership between Bain and OpenAI builds on significant results achieved for Bain clients, including The Coca-Cola Company and Amgen.

Bain has been working together with OpenAI to incorporate various AI solutions into their clients' operations and deliver tangible business results across multiple use cases. With this, Bain supported the transformation and improvement of processes, operational models, technological architectures, talents, and data assets. Bain continues to use OpenAI's rapid development products and platforms in its AI transformation consulting offerings, which encompass AI strategy development, process change, workforce and organizational development, as well as technological fundamentals, guiding leaders throughout their companies' AI journeys. With the expansion of the partnership, the two organizations will work together in a regular series of roundtables and joint industry events to showcase the impact of their collaborations in delivering transformative results for clients worldwide.

8 out of 10 Brazilians have already purchased products recommended by influencers and were satisfied with the recommendation

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8 out of 10 Brazilians have already purchased products recommended by influencers and were satisfied with the recommendation

IAB Brazil's research reveals that the purchase decision is positively influenced by influencers, especially through advertisements: 8 out of 10 Brazilians have already bought a product recommended by one. Of these, 8 out of 10 also say they are satisfied with the recommendation. The survey was conducted in April 2024 with 1,500 people and identified the impact of content creators on people's lives – which grows each year – the motivations to follow an influencer, opinions about "sponsored" posts, and the experience with purchases after being influenced.

This is the second edition of the survey, which, in addition to providing comparisons with 2023 data, uniquely presents the behavior of different generations. The results of the study "#Publi 2024: The impact of the creator economy across generations in Brazil," conducted in partnership with Offerwise, show that content creators are, among other things, sources of information to learn new things, offer tips and useful advice on specific topics, and present relevant content for diverse interests.

In practice, 9 out of 10 Brazilians follow influencers' recommendations. Of these, 9 out of 10 say they are satisfied with the tips. Among the groups that most follow influencers' advice, the A class and the younger individuals stand out. Regarding the preferred content format, all generations and classes are unanimous: video. More specifically, the short ones (from 30 seconds to 1 minute) and medium ones (from 1 to 15 minutes).

This information is essential for influencers and brands to create impact and gain relevance among followers, especially through advertisements. The research indicates that only 3 out of 10 people dislike or are indifferent towards ads. On the contrary, 84% say they have discovered new products and sought information through this type of action.

“The creator economy has revolutionized the way brands and consumers interact, and digital advertising plays a fundamental role in this new scenario. As the sector matures, more opportunities arise for brands and influencers. This is a market that is only set to grow and the research points out practices to make the most of its potential,” says Denise Porto Hruby, CEO of IAB Brazil.

According to the study, the "publis" impact the journey from the discovery and consideration phase to, ultimately, the purchase. The formats that tend to generate the most impact on interviewees are detailed reviews, unboxing, and testimonials from satisfied customers. Every day, 6 out of 10 connected Brazilians consume influencer content, averaging 1 hour and 40 minutes – with variations across age groups and social classes.

Some highlights of the creator economy by generation:

– Generation Z: the most impacted by the influencer’s style and personality;

– Millennials: the most accustomed to advertisements and their importance for discovering new products;

– Generation X: the one that most prefers reviews from experts and satisfied customers;

– Boomers: the ones that follow the most influencers to support the work and content produced;

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