It is practically impossible to open your Instagram feed and not notice, in the first few posts, the presence of content created by some “influencer”. In fact, on this social network, Brazil occupies the first position in the ranking of countries with the most influencers. According to data from Nielsen, there are 10.5 million profiles with at least 1 thousand followers, and of this total, 500 thousand reach more than 10 thousand people with their publications.
And it's not just the number of pages that is impressive. According to projections released by Influencer Marketing Hub, this market is expected to close 2023 with a turnover of around 21.1 billion dollars. The astronomical figures are not in vain and the reasons can be seen when analyzing a survey by Youpix with Nielsen.
The survey interviewed approximately 100 professionals from canada whatsapp data different companies and 84.4% of them said they intend to increase their investment in influencer marketing. In the 2019 edition, 69% of companies agreed with the statement that “Working with influencers brings results that no other type of digital communication can bring”. In 2021, this percentage rose to 86.5% and, in 2023, it reached 93.75%.”
The boom in the profession has also sparked interest among younger people. If the dream of becoming a “soccer player” was prevalent before, today the reality is different. A study by adtech Inflr, conducted between December 2021 and January 2022 with more than three thousand internet users from all over the country, indicated that 75% of young Brazilians are interested in becoming a digital influencer. The main motivator, for 64% of participants, would be the financial issue.
Ivan Martinho, a sports marketing professor at ESPM, however, warns about the reality of the market: “According to the Nielsen Brazil Creator Survey, although more than 20 million people claim to be content creators or influencers, only 50,000 earn more than $500 per month. Although it is a profession that apparently brings glamour, prominence and pays well, when the goal is to make money, in practice it is a competitive scenario, with very low barriers to entry and high risks”, he analyzes.
Rene Salviano, CEO of the agency Heatmap, which works with brands, sports organizations and influencers, offers another perspective on the topic: “The trend is for investment in digital media to grow again in the coming months. Therefore, more than ever, it is essential that brands continue to be seen, ensuring that the message, strategy and delivery are effectively achieving their objective”, he points out.
“We have already been approached by several creators in the entertainment industry, especially sports. We have been studying this issue in depth for two years. We not only believe, but we also emphasize that we are just at the beginning of this market; it is no surprise that we will soon bring news for influencers who want to have sponsoring brands in their portfolios”, adds Salviano, who currently works with “influencer athletes”, such as Darlan, from the Brazilian Volleyball Team. Recently, the athlete, through Heatmap, signed a contract with Integralmedica, becoming the brand ambassador.
How have brands been working on influencer marketing?
Penalty, a Brazilian sportswear company, has been stepping up its partnerships with influencers who produce sports-related content since 2022. In 2023, the company worked with eight names (Adonias Freestyle, O Boleiro, Abner “Abracadibre”, Rabisco, Matheus Tcheco, Aninha Freestyle, Giu Croce and Rodrigo Capita).
With this strategy, Penalty saw a 71.5% increase in followers, 616% in reach and 521% in engagement on its Instagram profile. On TikTok, the data is even better: a 538% increase in followers and 2283% in the number of likes. When adding up the posts made together and the content in which the influencers used the brand's products, taking into account both social networks, the mark of 730 million views was reached.
“We are a traditional company, founded in 1970, but we remain current. We monitor the market, analyze trends and adopt new strategies. We know that people’s attention is increasingly focused on digital platforms. Through these partnerships, we have been able to reach a new audience, transmitting our message with ease and efficiency,” says Bruno Martins, Penalty’s marketing coordinator.