StartNewsQuanto ganha um influenciador digital no Brasil?
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Quanto ganha um influenciador digital no Brasil?

E-Commerce Update
By E-Commerce Update

Quem consome as redes sociais com certa frequência já deve ter dado de cara com a vida de luxo ostentada por certos influenciadores digitais, que têm sua renda proveniente da criação de conteúdo na internet. Esta realidade não deixa de ser verdade, mas é restrita a uma fatia pequena destes profissionais, já que a 5ª edição da pesquisa Creators e Negócios, realizada pela Brunch e YOUPIX, revelou que metade (50,68%) dos creators recebe até R$ 5 mil por mês. Apenas 6% têm um rendimento mensal acima de R$ 20 mil. 

Veja os dados da distribuição de rendimento mensal, segundo o levantamento:

– Até R$ 2.000,00: 19,24%

– Entre R$ 2.001,00 e R$ 5.000,00: 31,44%

– Entre R$ 5.001,00 e R$ 10.000,00 : 28,73%

– Entre R$ 10.001,00 e R$ 20.000: 14,36%

– Entre R$ 20.001,00 e R$ 50.000,00: 4,34%

– Entre R$ 50.001,00 e R$ 100.000,00: 1,36%

– Acima de R$ 100.000: 0,54%

De acordo com Fabio Gonçalves, diretor de talentos internacionais da Viral Nation, existem diversos fatores para essa concentração de renda no topo: “Isso ocorre porque o mercado é altamente competitivo, e o crescimento exige muito mais que seguidores; é necessário um investimento contínuo em produção de qualidade, relevância de conteúdo e parcerias estratégicas. Hoje em dia, ser relevante para o público e ter engajamento geram mais autoridade do que apenas o número de seguidores. Para a maioria dos criadores, o reconhecimento e a rentabilidade vêm gradualmente, à medida que constroem uma audiência engajada e uma imagem sólida”.

Especialista no mercado de marketing de influência há mais de 10 anos, o profissional explica que os algoritmos das redes sociais também contribuem para esse acúmulo, já que estes priorizam conteúdos que já têm alto engajamento, dificultando a visibilidade para novos creators. Fabio diz que o setor de marketing de influenciadores está cada vez mais exigente e voltado para parcerias de longo prazo, por isso ressalta a importância da presença de um empresário para lidar com os trâmites comerciais e deixar que o creator se preocupe apenas com o processo criativo.

“Isso significa que o caminho para altos rendimentos envolve uma construção lenta e sólida, com foco em autenticidade e consistência. Por isso, para a maioria dos criadores, o sucesso financeiro é um processo contínuo e desafiador, ao invés de um resultado imediato. Isso sem contar a exigência desse mercado nos dias atuais que, para se destacar, é necessário que se tenha um bom conteúdo, transparência, autenticidade, consistência e estratégias profissionais para alcançar o público-alvo, que demandam tempo e recursos financeiros”, explica.

O estudo também detalhou a origem da renda desses influenciadores, em que foi constatada uma queda em relação aos que viviam apenas com o dinheiro da criação de conteúdo. O número, que era de 37,8% em 2023, caiu para 32,52% em 2024. Apesar da queda, a representatividade dessa atividade segue sendo a maior, seguido dos 24,12% que conciliam a criação de conteúdo com um trabalho fixo (CLT/PJ), dos 15,72% que criam conteúdo para marca ou produto próprio e dos 13,55% que tem como renda principal um trabalho fixo (CLT/PJ).

Embora seja a fatia maior neste recorte acima, a maioria dos influenciadores ainda precisa de outras fontes de renda para alcançar a estabilidade. Para Gonçalves, isso reflete a necessidade de um apoio estratégico e especializado para transformar a criação de conteúdo em uma profissão sustentável. 

“Na Viral Nation, trabalhamos justamente para isso: apoiamos nossos talentos a construir parcerias de longo prazo e a desenvolver uma presença de marca autêntica, que os ajude a atrair acordos consistentes e a depender menos de outras ocupações. Com um bom agente por trás, influenciadores conseguem navegar os desafios do mercado, ampliar suas oportunidades e, principalmente, estabelecer uma base financeira sólida que permita viver apenas da criação de conteúdo, reduzindo os riscos de instabilidade financeira”, finaliza.

METHODOLOGY

A pesquisa, realizada pela agência Brunch e pela consultoria YOUPIX, contou com 369 respostas válidas de criadores de todo o país, em um questionário realizado do dia 13 de agosto até 23 de setembro.

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