With two years working with the internet, Prioli collects advertisements and tells about his relationship with advertisers.
Criminal lawyer, university professor, political commentator, TV presenter, writer, speaker, youtuber, digital influencer… There are many professions that Gabriela Prioli has on her resume.
Working with the internet for two years, Gabriela already has more than 2 million followers on Instagram, one million on Twitter, 42,000 followers on Facebook, more than 244,000 followers on TikTok, 850,000 subscribers on YouTube, more than 30,000 students , in addition to having a loyal audience that follows her on CNN, where she presents the program “À Prioli”.
The result of having become a known and credible face on social media are the numerous advertising works that Prioli collects, such as Quem disse, Berenice?, Nívea, Schwarzkopf, YSL Beauty, Farfetch, Bitso, Philips and others.
See the full interview below:
Prioli influence
I’ve been working with the internet for over two years and after my television debut, my audience grew. And then, naturally, some brands started looking for me to work with them. I’m still doing what I’ve always done, which is talking to my audience in a very natural way, always with responsibility, bringing varied content and generating identification. I think another important pillar was finding an authorial path. I created Clube do Livro a few months after my debut and the product is already in its third edition and moves, year after year, the publishing market, placing the books chosen for the Club among the best sellers. Between Clube do Livro and other infoproducts, I have more than 30 thousand students. I am also very proud to be able to say that I had 26 clients in 2021, more than 100 contracted posts, in addition to many face-to-face online events, all preserving the characteristics of my brand. I also launched a book, best-seller already in the week of launch, and I participate in numerous lectures on different topics.
Actions
My first was with Quem Disse Berenice, which is very significant, because although I was on television talking about serious topics, I really like behavior and fashion. So, it was a pleasure to start this way.
Job partnership
There are some things I take into account, the first of all is to know if I have any identification with products and services so that I can tell my audience about them. The second very important thing is that the brand understands my work and does not try to restrict my activities in fields where it does not interfere. Anyone who works with me, I think, must know my content. A partnership that gives results is one in which the client and the contractor walk hand in hand and find converging paths.
co-creation
I love to participate. For me, the more the better. There are brands that give me more space, others less. It’s nice that many brands have already captured the dynamics of the new digital market, with this closeness between content creators and their audience. The best campaigns, in my view, are those that not only respect, but celebrate the particularities of each creator. The value that the Gabriela Prioli brand delivers is not the same as the value delivered by another personal brand, even if the two have similar numbers of followers and deliveries. The term “digital influencer” serves to label a lot of different people and brands are increasingly understanding that some will have a larger base of followers, others will have more credibility, and so on. Of course, we understand that large companies need to have a cohesive campaign, that there is a question of uniformity, but I think you can do that with a campaign that respects the particularities of each type of communication and each audience. So it’s nice when the brand understands that letting me participate in the script, production, is to make an even better delivery.
Content production
In addition to the channel and the program, I also have my infoproducts with many launches for this year and for which I work on all fronts: content, visual identity, marketing… a baby in the belly! It’s a lot of work, so I have to divide my time very well. Overall, I set aside one day a week to produce content for brands. I like to hire professionals, to have a video maker, to think about costumes, makeup, all well structured.
Position
[Meu posicionamento] It influences, of course, my relationship with brands. And, in my view, it has a positive influence because brands come to me not despite what I say, but precisely because of the way I position myself. Because that’s what fuels the strong connection I have with my community. What I communicate is what I believe is important. So, the brands that come to me are brands that also share those values that are dear to my audience.
Some people ask me if it has ever happened that a brand does not sign a contract with me because I position myself on the networks. Sure! Already happened. But my answer to that is: I take a stand on issues and I will always take a stand, my public position will always be against homotransphobia, racism, misogyny and in favor of ethical and transparent public management. If a brand is uncomfortable with this type of positioning, I’m the one who doesn’t want to be associated with it. So, the fact that I have a clear position is also important for the people who consume my content, because that way our relationship is transparent. They know what I think about the world, they accompany me because they share these positions and consequently they know that the brands that associate with me are brands that share these values that I communicate.
Campaign
My dedication to advertising makes me proud because I know it’s relatively recent, so it makes me want to talk to more people about other topics that interest me. I think I still have a lot to show and learn from brands. I like debates, ideas, values and I also like fashion, can you dream of an international fashion campaign? #mention
Credibility
I work with credibility, autonomy and authenticity. My purpose, as a brand, is to inspire people to be protagonists of their choices. And people are inspired by stories, especially if they are transparent. I have research that shows that the main characteristic that people point out when asked about my name (my personal brand, therefore), they indicate intelligence, clarity, capacity for dialogue and credibility. This year, 50% of my contracts are long, that is, for more than six months – this is a number that has grown and I know that I strive for this growth, I really dedicate myself. My audience knows me deeply and knows the processes that guide my choices. They also know that I value their choices. That’s how I see our relationship.
clarity of purpose
I would say it’s clarity of purpose. I openly contest conformation expectation and inertia. I propose action and reflection as a strategy for a freer existence. And my audience knows they can count on me in this process. And I credit that clarity with the fact that my brand is accepted and respected by all sides of the public debate.
