Entrepreneur started on the internet at a young age, and is currently the CEO of Banca Digital
Murilo Henare started on the internet like most people: unpretentiously, creating communities on Orkut and sharing memes on Twitter. Over time, Henare became known for his memes on the bird’s net.
At the age of 17, the current businessman started producing content focused on the release of music. Soon, he began to be noticed by artists and record companies, who began to bring scoops and news for him to publish first hand on their networks.
Currently, Henare maintains the same standard and business, but leading Banca Digital, an integrated influencer marketing agency Mynd that includes 35 entertainment profiles from Instagram and Twitter. The project has already resulted in works with major brands, such as Seara, Americanas, Vigor, Trident, Magazine Luiza, Ambev, among others.
Alongside Ftima Pissara, founder and CEO of Mynd, the Bank is currently made up of profiles such as Gina Indelicada, Sou Eu Na Vida, Rainha Matos and Nana Rude, head of communication and responsible for the production and curation of content, and commercial. Murilo occupies the CEO chair and is still active in the development of strategic opportunities for the pages, but with a more macro view due to the high demand for projects.
When did you realize that you could make money with it?
I had many internet friends (meme profiles), who, like me, began to receive commercial proposals more sporadically, but which became a very intense flow of demands. Faced with this growth, I had the idea of joining these pages into something bigger, and I understood the interest of each one in this endeavor, which was Digital Banking.
At what point did you decide you wanted to be the entrepreneur and not the digital influencer?
After I founded Banca, I actually started to manage a business in a true way, and given this flow of responsibilities, the position of entrepreneur came naturally. Later, I came to have ideas for new businesses and projects and I understood that this was the position I really wanted to take on.
You are the creator and owner of Digital Banking. What is the Bank and how did the idea come about?
Banca Digital is an influential marketing agency integrated with Mynd’s activities in the market, which brings together in its casting the largest profiles of memes, entertainment and news from social networks. Through these pages, we produce diversified content through authentic communication, and with high viral power. The time I spent in front of a page I created on Twitter brought me closer to other profiles with the same content targeting, and because of my timing in identifying memes for news, which generated high engagement in the posts, artists and labels passed to notice us. Because of this relationship with the pages, and because of my speed, I often took over the administration of profiles other than mine, and I started to manage all the commercial demands that came in, and when I understood that it was a recurring demand, and that We were making money from this content production, I identified an opportunity to grow something that started out unpretentiously on the internet, but had high business potential.
How does Digital Banking work?
Banca Digital manages around 35 profiles of memes, entertainment and social media news for advertising sales for brands, or those advertisements that always appear in funny content and are much easier to go viral and give you that impression that everyone has. talking about that. The project has already resulted in works with major brands, such as Seara, Americanas, Vigor, Trident, Magazine Luiza, Ambev, among others.
Do you believe that being part of the internet, a name known on the networks, helps in banking management?
I think so. I didn’t expect to get to where I am so quickly, but I’ve always really liked this universe of memes and consumed this type of entertainment a lot. Along the way, I came to see social networks as a way to earn money, and as a digital native, I’m always very connected to trends in content and formats and contributing to the preparation of the profiles we manage.
What was the first company/brand you announced on Digital Banking? How did this contact happen?
BIG hypermarket in a pilot project 2019 Black Friday
Currently, you are an entrepreneur, head the Bank, a Buzzfeed partner, provide consulting services to companies and entrepreneurs. How do you organize your time to take care of everything?
I have a competent team to deal with the challenges and demands of everyday life. In structuring the company, I invested in a leadership team, in addition to myself, three more directors, being Amanda Amorim in the position of Administrative director, Felipe Filippelli in the position of commercial director and Jonathan Balbuena, director of operations. I spare no effort to grow and develop the company, even if this requires more investment. We started with everyone doing all the functions, and given the growing demand from brands, we saw that it was time to grow our team, which today has around 30 employees. In addition, we are investing in the development of new areas so that we can meet all demands with more possibilities of activation in our profiles.
Over the years, the internet has changed and social media has become business. How do you see this change and what are your expectations?
In order to keep up with the advances and changes in the market and in the way of consuming content on social networks, influencer marketing needs to create, increasingly, immersive and surprising experiences that engage the user from the first moment. Before we talk about innovation and new technologies, we need to be prepared to create high-quality, impactful content.
