The Ipsos “Most Influential Celebrities (MIC)” survey reveals a new configuration of media influence in Brazil in 2024. The study, which has been evaluating the impact of celebrities in the country for seven years, lists Gisele Bündchen, Rebeca Andrade and Liniker as the most influential personalities of the year. The survey analyzes engagement on social media and media presence, highlighting how content consumption shapes the perception of influence.
Female dominance
Women dominate the top of the rankings, with Gisele Bündchen leading for the second time. In addition to being a fashion icon, Gisele promotes a healthy lifestyle with her cookbook. Rebeca Andrade, an Olympic medalist, is the second most influential, inspiring young athletes. Liniker, in third, uses her music to promote diversity and social change.
Jout Jout (4th) and Iza (5th) also stand out, the first for her videos on feminism and self-knowledge, and the second for strengthening black representation in music. In the top 10, nine are women, reflecting the search for greater representation.
Change in influence profile
The concept of influence in 2024 moves away from valuing beauty and prioritizes authenticity and credibility. Celebrities who demonstrate genuine values and engage in social causes have more impact, as highlighted by Mariana Andrade, senior manager at Ipsos: “The diversity in the trajectories of these personalities reflects a new era of influence, where authenticity and social impact are increasingly important.”
Rise of digital influencers
The research also highlights the growth of digital influencers, with names such as Rafael Portugal, Fábio Porchat and Iberê Tenório, who stand out for their charisma and connection with young audiences.
The role of social networks
Social media has overtaken television as the primary means of following celebrities, redefining how fame is constructed and consumed. The Ipsos study offers valuable insights for companies seeking celebrity partnerships, highlighting the importance of authentic values and genuine connection with audiences.
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