Find out why content creators can be an important ally in your communications strategy.
Why your brand needs to pay attention to them
- Brazil is the second country in the world to follow influencers the most, with 44.3% of users (Nielsen, Hootsuite, and We Are Social).
- 55% of Brazilians have already bought something after a recommendation from an influencer (Opinion Box).
- 171.5 million Brazilians are active social media users.
- 3 hours and 41 minutes is the time spent on social media.
- Influencer experts are the third type of profile that Brazilians usually follow (Hootsuite and We Are Social). (Hootsuite e We Are Social)
These data show that brands not yet running campaigns with influencers may miss out on excellent opportunities.
Who are the influencers?
A Nielsen survey showed that in Brazil, there are 500 thousand influencers with over 10 thousand followers, which exceeds the total number of civil engineers, dentists, and architects and equals the number of doctors in the country.
These professionals create content tailored to each social network and its peculiarities and usually focus on a specific niche, such as fashion, beauty, technology, finance, gaming, nerd culture, politics, etc.
Depending on the number of followers, each profile is classified as:
- Nano-influencers – 1 thousand to 10 thousand followers
- Micro-influencers – 10 thousand to 100 thousand followers
- Intermediate – 100 thousand to 500 thousand followers
- Macro-influencers – 500 thousand to 1 million followers
- Mega-influencers – above 1 million followers
Advantages of choosing a content creator
Choosing an influencer who resonates with the same audience as yours is an investment that increases the chances of sharing your message with a broad audience, which may not be reached solely through the brand’s official channels.
With the alignment between audience and influencer, brands can leverage the partnership to present and promote products and services, relying on the endorsement of an expert who has significant persuasive power with their followers.
Sources: Veja, Meio e Mensagem, Folha de São Paulo, Opinion Box, Hootsuite, We Are Social e Nielsen, Influency.me
