Influencers around the world are abandoning the dependency of collabs and investing in creating their own sources of revenue, such as products, courses, mentorship, and subscription services. This is revealed by the exclusive study by Plastic Panda, showing how many influencers, especially Asians, are diversifying their monetization methods, adopting models like live shopping (65% of revenue) and digital education (30%), and moving away from traditional advertising. The research, conducted with 70 industry professionals, highlights how the increasing professionalization and use of data are turning influencers into entrepreneurs and reshaping the digital market.
The analysis emphasizes that the reduction of entry barriers, combined with technological advancements, has allowed influencers to build solid businesses with lower initial investments, leveraging their audience engagement and turning their audience into real customers.
This trend is not exclusive to Brazil but part of a global movement, with influencers in the United States and China already established as major entrepreneurs. A clear example of this transformation is the exponential growth of live shopping, which generated over $500 billion in China in 2023, and which, according to experts, has the potential to change the dynamics of e-commerce in Brazil in the coming years.
The study also points to the growing role of live shopping in the Brazilian market, a trend that, although recent, is already gaining ground with major retailers such as Magalu and Americanas, which saw a 52% increase in the use of this platform, according to Ebit | Nielsen data. Influencers have been shown to be protagonists in this scenario, using the format not only to promote products but also to create a deeper connection with their audience, increasing trust and driving sales.
Digital courses grow and dominate 45% of influencers’ business
In addition to live shopping, another promising path indicated by the research is the expansion of influencers into the digital education sector. Platforms like Hotmart and Udemy are enabling influencers to become educators and leaders in areas such as digital marketing, health, business, and well-being.
The study reveals that 45% of the influencers surveyed already generate more revenue from courses, workshops, and mentorship than from traditional advertising, reflecting the increasing demand for specialized knowledge and the public’s trust in influencers’ authority in certain areas. It is estimated that the digital education market in Brazil, which generated R$ 30 billion in 2023, is expected to grow by 32% annually until 2030, offering a fertile ground for those looking to diversify their sources of revenue.
This movement is being sustained by the pursuit of a more independent and sustainable monetization model. According to Plastic Panda’s research, less than 30% of the revenue from the most innovative influencers comes from traditional advertising, with the majority of earnings coming from their own products, info products, premium services, and subscription platforms. This revenue source diversification reflects a cultural shift that places the influencer as the protagonist of their own business, rather than just a channel for third-party promotions.
Data analysis has become essential for content creators
Another key point revealed by the study is the importance of professionalization in influencer management. Increasingly, influencers who adopt a data-driven strategic approach to optimize their content and consumer experience are achieving significant financial growth.
The research indicates that 53% of influencers who invest in data analysis tools, such as Google Analytics and Meta Business Suite, are able to double their earnings in less than a year. This demonstrates the relevance of metric-driven management, which not only improves campaign performance but also enables influencers to adapt their offerings more efficiently to their audience’s needs.
Rodrigo Dolabella, CEO of Plastic Panda, highlights that the research showcases a new phase for content creators: “We are witnessing a profound transformation in the digital market, where influencers are no longer just brand communicators, but entrepreneurs who are creating their own success stories. New tools and platforms, combined with the ability to generate various revenue streams, are allowing these creators to build solid and scalable businesses, ensuring a promising future for everyone in the industry.”
