O IAB Brazil, an entity dedicated to the development of the digital advertising market in Brazil, defined one of its priorities in 2024 as focusing on content creators on the internet. Having launched the guide ‘Digital Advertising in the Creator Economy: practices for an ethical and transparent approach’ in April, the organization intends to provide guidelines so that creators are aware of the good practices of Conar, a partner entity of IAB Brasil, and pay attention to the guidelines of platforms where they operate.
With technical and institutional leadership in this sector, IAB Brasil has been working for at least eight years promoting and developing good practices for digital influencers. In 2016, it launched the first study on the topic in Brazil, and in 2018, it offered the first course in the country focused on the ethical and legal aspects of influencer marketing. This course has been offered annually since then, and a new class is open for May 7, 8 and 9, 2024.
With the rise of influencers as a reference and source of inspiration for content consumers on the internet, “creator economy” has become a fertile ground for brands to communicate with their customers. However, the challenge arises of ensuring that advertising ethical standards are followed in such a vast setting.
IAB Brasil believes that it is necessary to encourage the adoption of good practices by influencers due to the rapid and continuous growth of this market. According to research by Adobe, creator economy it already generates US$300 billion annually, and this figure is expected to reach US$480 billion by 2027. Therefore, the organization is committed to raising the debate about advertising for content creators, focusing especially on the main creators and agencies specialists that represent them.
“It’s work that starts with the main names in this market, who are already concerned about setting good examples. With the adhesion of these major content creators, the tendency is for concern about good advertising practices to reverberate across the market as a whole. All of these actors are interested in ensuring a healthy environment for digital advertising. Good practices do not come to restrict, but to encourage the growth of the sector as a whole”, says Cristiane Camargo, CEO of IAB Brasil.
Brands’ interest in content creators is driven by the high levels of engagement and conversion generated by their advertising. According to the study ‘#Publi: the impact of the Creator Economy among Brazilian internet users’, carried out by IAB Brasil with 1,500 people in June 2023, 92% of respondents have already followed tips or advice from digital content creators and 82% purchased a product based on these recommendations.
The survey also showed that the scope of creator economy covers a variety of segments, such as humor, music, cooking, fitness, technology, fashion and beauty, among others, all with great potential for advertising. The higher the purchasing power, the greater the consumption of online content. In class A, according to the research, the consumption of influencer content spreads across no less than nine sectors of the economy!
Given the trust placed in these content creators, care is needed to avoid reputational risks. According to lawyer Pedro Henrique Ramos, member of the IAB Brasil Advisory Board and partner at the Baptista Luz office, the guide comes to ensure that these professionals do not have their influence undermined by negative issues, such as the dissemination of inappropriate content to the target audience (especially the children and youth).
“The market needs security and trust. It’s a positive movement for both brands and professionals who create content,” she says.
Throughout the year, IAB Brasil plans to launch new initiatives, including research, metrics and techniques, in addition to developing the supply chain supply chain for the sector, an activity that must be developed within the entity’s Creator Economy Committee, chaired by Mayer Mirmovicz (Social Tailors), with Yuri Mussoly (TikTok) as vice-president.
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