Data was collected by Influency.me in a survey that counted more than 350 respondents from the segment
Short videos continue to be a market trend. According to the latest survey by Influency.me, 66% of brands stated that they prefer to carry out their campaigns on TikTok, this percentage was 35.6% in 2022.
Another theme that grew throughout the year was influencer marketing, which, according to the survey, 18% of companies invested more than R$500,000 in influence and 20% invested every month in this type of marketing.
This increase is a reflection of increased trust in influencer marketing. “Who doesn’t know an influencer? A significant part of the Brazilian population follows the routine of their favorite influencers, interacts with publications and stories. So, including products in this daily life makes ‘advertising’ much more subtle and integrated. People don’t want see commercials on the internet, but rather, real lives”, explained Rodrigo Azevedo, CEO of Influency.me.
This growth was also seen in brands and 56% of them invested in influencer marketing and, from that number, 81.8% invested every month.
According to the company’s research, the number of influencers hired per campaign also increased this year. In 2022, 47% of companies hired up to 5 influencers per campaign, while in 2023, 39% hired between 6 and 10 influencers per campaign.
The study also pointed out that the influencers most frequently hired are micro and meso, that is, those who have between 10 thousand and 500 thousand followers and, for brands, the influencers with the greatest chance of being hired are those who have between 10 and 50 thousand followers.
“This is due to the fact that larger influencers charge higher fees, in addition to the engagement rate of smaller profiles often being higher. Forming a casting of engaged micro influencers can be a great option to generate results within the budget” , added Azevedo.
Regulation of influencers
The profession of digital influencer is not yet regulated in Brazil. Despite this, the research showed unanimity among brands, influencer advisors, influencers and agencies that it is necessary to regulate the profession.
According to analysis, 92% of brands believe that the profession should be regulated; 93% of advisors think the same way; 80% of influencers themselves defend regulation and 81% of responding agencies believe this.
Trends for 2024
The survey showed that, in 2024, up to 66.7% of responding companies intend to increase investments in influencer marketing. At the same time, 30.3% intend to maintain investments at the same level, while only 3% intend to reduce the budget allocated to influencer marketing.
“The research reinforces the market’s confidence in influence. With this method, it is possible to predict the results that campaigns can bring. At the same time, the influencer’s creativity adds a lot to this creation process. Next year, we see an even greater trend of strengthening influence with the consolidation of micro and meso influencers and TikTok as a social network not just for ‘dancing'”, concluded the executive.
