Squid, one of the largest agencies focused on influencer marketing in Brazil, conducted a census of content creators in Brazil. Also called influencers by many, this is a market that has been growing more and more, especially when we look at it from the perspective of advertising, in which the new names that dominate social networks have a huge reach.
In the research carried out by Squid, some data are more than interesting. First, it is important to mention that the number of these creators in Brazil is not yet certain, and it could reach up to 9 million people trying to enter some niches using their images on the networks.
When you think about the gender of these professionals, women dominate with advantage. According to the survey, they represent 74.7% of this space. Still in the demographic field, the region is a highlight to be taken into account. The Southeast is the big hub for digital content creators, with 61% of them being concentrated in the region. The north is the furthest behind, with only 3%.
Unfortunately, when it comes to diversity, especially racial diversity, content creators still don’t stand out in Brazil. Almost half of them are white people, 49%. Age, on the other hand, seems to have different indicators. Although Millennials, aged 30 to 39, occupy 36% of the surveyed population, Zennials, aged 24 to 29, have a good occupancy of 26%. Generation X, over 40 years old, still conquers 17% of the space.
And of course, when you talk about content creation, you think about the amount of audience that these professionals can reach. According to Squid, 41% of them have an estimated audience of 10,000 people. The market giants, who conquer more than 1 million followers, are the minority of this pyramid, being only 1.3%.
To better explain the reality behind content creators and what Squid intends to do with this data, Adnews called in someone who understands a lot about the subject. Felipe Oliva, CEO of the agency, had a chat with us, telling us more about what these data mean and what the future of influencer marketing in Brazil is.
Check out the interview with Felipe Oliva, CEO of Squid:
Where did the idea for this research come from? And how will it influence Squid’s targeting of content creators?
Felipe: We currently have over 200,000 influencers linked to our platform. We’ve always had a lot of data, and we’ve always used it for our business, but now we realize the market is more mature and, in order to evolve, we needed more data. This should be an annual report, to see and monitor the evolution of the image of content creators in Brazil.
One of the provocations of the research is how much this market has been growing in the world, but how much inequality still exists within this market. So, Squid does and plans to make a difference in the future, and how to best distribute that income. We also miss diversity. We, as a category, will have to stop and reflect on how to evolve.
Where did the idea of changing the term “influencer” to “content creator” come from?
Felipe: When we talk about a digital influencer, we believe that we see only one dimension of this content creator, the power he has to influence. We want to bring the idea that this is a consequence.
The content creator is a person who produces content on social networks. When he manages to have an audience, to combine the two things, that’s when he can really influence. Often, he may have a small audience, but even so, he already has a base and he already produces his own content. When using the creator name, we want to focus on the various abilities it has, not just the influence
How does Squid see the diversity picture? Do you see potential for different content creators to grow in the market?
Felipe: You still find a lot of black content, for example. This is one of the aspects we must ask ourselves. Why are we, as a category, failing to bring more diversity? This is a flag we have been raising for several years, communication has to be increasingly inclusive and diverse, bringing the different audiences we have into campaigns, this is very important. This even makes the company communicate with several different audiences.
There are a lot of smaller content creators trying to grow. How does Squid plan to reach out to these smaller creators?
Felipe: To make an increasingly personalized communication, you need micro-influencers. For example, if we are going to do a campaign about chocolate, you reach everybody. But what if it’s a campaign for lactose intolerants? This is a very niche product, so won’t my enjoyment be much better if we find content creators who talk about the subject?
These micro-influencers are gaining more and more space with each passing year, and Squid was born to democratize this. We were born with the idea of giving access and opportunity to this type of creator. Bigger brands often have a hard time finding these people who speak to specific niches.
Do you think that the constant pressure to take a stand on all topics could end up disturbing the image of these creators in some way?
Felipe: This is a delicate question. The other day, I was watching a lecture in which a friend said a sentence that stuck in my head: “If you don’t have a hater, you’ll never have a lover”. We see more and more brands positioning themselves and saying what they believe.
In my view, we always have to speak, and when speaking, it is necessary to understand as a creator. Sometimes we will restrict ourselves to some brands and other times, we mix these issues with business, and some brands will prefer another advertiser, because you positioned yourself, and that’s ok!
How much do you see influencers taking over brand activations and campaigns? Do you think this will be a flagship in the future?
Felipe: I have a view that influencer marketing can interact with several advertising “boxes”. You can use the content creator for communication, for a social media campaign, to help sell a product virtually, you can take it to activations in physical stores, there are many uses for influencers.
In my view, with each passing year, brands will see more of the possibilities that content creators bring and the slice of that cake will be bigger and bigger in the market. So I have no doubt that this strategy will become increasingly relevant in the coming years.
stay tuned here Adnews! Because for us, leaving the obvious is as obvious as creating and transforming.
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