Power of connection between the community fosters the emergence of local digital influencers, points out a survey by Data Favela
A survey by Data Favela, commissioned by Digital Favela, sought to understand the entrepreneurship ecosystem in Brazilian favelas and the conditions for it to happen. The internet, for example, appears as an important means for 58% of entrepreneurs, who use the internet as a source of information about the activity in which they work. It is from it, mainly through social networks, that 76% of people advertise their products and services.
The data shows how the favela is connected, engaged and being a major source of influence from within. More than anyone else, residents themselves know the ideal language to attract their customers and the type of content that particular subject needs”, says Guilherme Pierri, co-CEO of Digital Favela. The survey interviewed 1,250 people from favelas across Brazil, from 16 to 78 years old, throughout the month of March.
According to the executive, this power of connection between the community encourages the emergence of local digital influencers, who can represent brands and establish genuine dialogues with the favelas.
The analysis is supported by some other scenarios presented by the research. The traditional “word of mouth” appears as a source of publicity for 56% of the owners. In addition, 88% of people living in favelas say they trust recommendations from local influencers, from the community itself, more than recommendations from celebrities, 12%.
The sense of community and belonging is very latent”, says Pierri. “That’s why representativeness and legitimacy end up being the great success factors in this communication.
Who the entrepreneur in the favela
The survey also notes that the need and lack of formal job opportunities are the main reasons for entrepreneurship in the favelas. Among those interviewed, 41% have their own business – for 22% of them, it is the main source of income.
57% entrepreneurs stated that they invested due to the lack of opportunities in the formal market and 54% declared having resorted to overtime and ‘because’ to supplement their income during the last year. In addition, most work informally, 63% do not have a CNPJ.
Celso Athayde, coCEO of Digital Favela and CEO of Favela Holding, explains that undertaking is, in many cases, a matter of survival. Without a job, people are forced to look for alternatives and choose to invest in skills that can become services, such as food, aesthetics and electronic maintenance, for example, he adds.
