Data from Influency.me highlighted that 96% of creators produce content for Instagram
Digital influencers play a decisive role in whether or not a consumer buys a product or service. This has already been highlighted by the Cadastra survey, which revealed that Brazil is the country with the most influenced consumers when making their purchasing decision (Statista Global Consumer Survey) and the second country that most follows influencers, behind only the Philippines.
With that said, it was Influency.me’s turn to present its research revealing the profile of Brazilian digital influencers and what their characteristics are. According to the study, 96% of activations with influencers are carried out with creators who work on Instagram.
Instagram ends up being a wildcard network, used in basically all actions. TikTok is still a new network, and shows high growth in brand adoption compared to previous years. The other networks have particularities: advertising on YouTube tends to be more expensive; on Linkedin, more professional; on Twitch, which is more focused on games, explained Rodrigo Azevedo, CEO of Influency.me.
Another fact about Instagram that was highlighted by the survey was that 57% of influencers on Instagram are women. Regarding location, 50% of digital influencers reside in the Northeast states. In total, 62% are between 25 and 34 years old.
Leaving the Rio-So Paulo axis, the North and Northeast regions are also dominated by female influencers, with content production focused on promoting local culture, covering recipes, traditions and regional festivals.
It is important to highlight the variety of cultural production in the North and Northeast regions of the country. Several influencers focus on cultural dissemination, which adds a lot to public recognition and engagement. When it comes to publishing, these influencers already have a defined language and tone of voice, which generates closeness with which they follow them, added the CEO.
The survey also highlighted that influencers with a number of followers between 10 and 50 thousand predominate the market, with 33% of them having between 2 and 10 thousand, 40% between 10 and 50 thousand, 10% between 50 and 100 thousand, 14 % between 100 thousand and 500 thousand and 3% exceed 500 thousand followers.
With half the number of followers, the meso influencer is one who has between 10 thousand and 100 thousand people on their platforms. They are considered intermediaries in terms of audience and tend to have a diverse and engaged audience, and may belong to a specific niche. Furthermore, they can be a more accessible option when brands are hiring, concluded Azevedo.
