Influencers: protagonists of modern communication 

The impact of digital influencers in Brazil can no longer be ignored. Brazil, with millions of users on networks like Instagram and TikTok, clearly reflects this reality. According to the platform, influence.me, 66.7% of brands are expected to increase their investments in influencer marketing in 2024. 

These content creators have emerged as central figures in marketing and communications, transforming the way brands and consumers interact.  

Today, digital influence goes beyond conventional advertising. Influencers are seen as authentic and relatable figures, whose endorsements are highly valued. This proximity, often lacking in traditional celebrities, allows influencers to shape trends, promote products, and mobilize communities. From nano-influencers to mega-influencers, there are differences, such as audience size and how this affects engagement. Nano- and micro-influencers, despite having smaller followers, tend to generate greater trust and engagement, making them strategic alternatives for more authentic and effective campaigns. 

In addition to driving the market, influencers play an essential role in democratizing information. Many address relevant topics such as mental health, sustainability, and diversity, using their platforms to promote social awareness. During the pandemic, Brazilian influencers mobilized their followers for solidarity actions, reinforcing their role as agents of change. In this way, they amplify previously marginalized voices and create important dialogues for society. 

Various strategies can be applied in personalized campaigns for different types of influencers, considering engagement and reach metrics. This exercise demonstrates the power of influencer marketing to connect brands and audiences genuinely, offering something traditional marketing cannot: authenticity. 

Therefore, influencers are more than opinion leaders; they are protagonists of modern communication. With their ability to engage and transform, they shape the future of marketing and society, connecting people and promoting change. 

Learn more about the subject in the podcast Mediatize, in which we address the evolution of this phenomenon, from the “archaeology of the term” to the role of influencers in the digital economy and social change.