The search “Authenticity Strategies – Low Income Digital Influencers”, qualitative analysis of ESPM’s Master in Consumer Behavior, revealed the importance of representativeness of people who live in communities in social networks.
According to the researcher and author of the study, Ana Paula Nóbrega, the authenticity of these influencers is characterized by the consistency of the content, which generates authority in what they communicate and, therefore, reinforce beliefs, values and cultural aspects of the environment where they are inserted. She says:
“Creativity is an important element to build connection with the public and self-knowledge is essential for influencers to convey confidence and self-esteem in their narratives, so that they can inspire their followers.”
In the analysis, the contents were observed published on the Instagram social network by 31 influencers for 12 to 30 weeks in 2021. Profiles include @raphaelviicente, @blogueiradebaixarenda, @gabidepretas, @danrleyoficial, @baddiesantana, @nathfinancas and @juliapeixotoficial.
One year after the end of the study, the researcher returned to the profiles to assess changes that had occurred during this period. Of the 31 low-income influencers observed in the study, at least six of them gained more visibility and credibility by treading paths in the role of listening to the communities and causes they represent.
Murilo Duarte (@faveladoinvestidor) increased his online courses on investments and accumulated over 113,000 followers in this period, totaling 648,000 followers on the @faveladoinvestidor profile on Instagram. Gabriela Oliveira (@gabidepretas) broadened the discussion on adoption by being in evidence with her personal story in the process of adopting her two children. In September 2022, shortly after the judge’s positive sentence, Gabi de Pretas posted a video on her YouTube channel telling how the journey in welcoming children took place. The video accumulates 43 thousand views, more than 300 comments and 9 thousand likes. In addition, he launched the book Cartography of Affections: A conversation about experiences, discoveries and the paths of self-love.
Raphael Vicente (@raphaelviicente) was present in Banco Itaú’s communication during the World Cup and produced a video clip for the World Cup, calling on residents of Complexo da Maré to participate to the sound of the song Waka Waka, by singer Shakira. He gained more notoriety as a dancer and drew international attention with Shakira’s post on his networks. The founder of the newspaper A Voz das Comunidades, journalist Renê Silva (@renesilva), who won Men of The Year in 2021, by GQ Brasil, and was one of the 30 young people up to 30 years old considered by Forbes Brasil Magazine as an example of a team that is reinventing a country, advanced in political agendas and conversation wheels for the community it represents. He received an invitation to participate in the presidential inauguration of president-elect Lula, on January 1, 2023.
Rennan Leta (@rennanleta), also a journalist and founder of @favelaemdesenvolvimento, a Community Social Center that operates in the communities of Alto da Boa Vista, in Rio de Janeiro, writes about poetry and participated in the work dialogues at the Cabinet Youth Advisory Board for the Transition of the Lula government. Raull Santiago (@raullsantiago) from 153 thousand followers in 2021 rose to 453 thousand in December 2022 on Instagram. Currently, he figures as a creator of content that generates representation for the favela, one of the representatives of @iniciativapipa that aims to help think about a black philanthropy, from favelas and periphery, decentralized and bureaucratized for Brazil. He was present at COP27 in Egypt.
According to the international consultancy Influencity Marketing, Brazil has 9 million digital influencers and investments in influencer marketing grew 72% between 2020 and 2022 in the country, the estimate is for significant growth also in 2023. The study on low-income influencers proved that paid partnerships they are not the only source of income for them, although it is one of the main ones. For the researcher, followers recognize the importance of advertisers in increasing visibility, notoriety and generating a source of income, but credibility in their themes also achieves success in their professional themes.
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