The influencer ecosystem in Brazil is still evolving. In the last decade, it has gone through several phases.
From basic professionalization through structuring to the expansion of content creators as brands.
In this period, new platforms emerged, and others grew and took the lead in growth rate and market value, such as TikTok.
In this context, the term Creator Economy has gained more and more visibility.
Despite the professionalization, there are still several challenges ranging from the balanced dynamics of hiring and co-creation to the active voice of the creators and greater diversity in the perspectives and repertoires of the influencers.
Pricing is also a challenge and can still be a problem for many professionals because it is difficult to maintain parameters or determine average values.
At the request of Forbes Brasil, MField estimated the average amount paid to Brazilian influencers. The survey was based on the number of followers.
The company warns, however, that the metric of followers by itself is insufficient to determine the value or reach of an influencer; as important as it is for the market, the strategy should be increasingly comprehensive and take other aspects into consideration, such as community, quality and relevance beyond the audience.
With a range of up to 10,000 followers on Instagram, Brazilians’ most used social network, the price paid per share can reach R$7,248.00 (US$1,450.76).
It is worth remembering that the values consider an action: post + stories or the defined strategy; it is not a range just per post.
From 10,000 to 100,000 followers, this value can approach R$14,538 (US$2,909.93).
From 100,000 to 1 million followers, it can be up to R$24,000 (US$4,800) per share.
Up to 5 million, the value per share can reach R$78,000 (US$15,610).
And the range above 10 million followers exceeds R$182,000 (US$36,430).
Considering all ranges, the average amount paid per share currently paid to Brazilian influencers reaches R$34,000 (US$6,810).
Victor Godoy, the partner and artistic director of MField, explains that, for a long time, the profession’s perception was reduced to the development of advertising posts and content production.
Still, it goes far beyond these two elements so important to the dynamic.
“The influencer market has become professionalized and changed, and several other cogs are turning the wheel; they are key to global campaigns; influencers are everywhere.”
“It is exciting because of its rapid updating and slight changes, but always with the same goal, to influence.”
“The trend now is for influencers to become business partners (DNVB), and the focus is more on how to use social media work to boost businesses than just selling space in stories or feeds. Even the advertisements should become more elaborate and creative,” explains Victor.
ECOSYSTEM IN EVOLUTION
Far beyond the shares, there are several forms of remuneration for content creators, as pointed out by the surveys conducted by YouPix, one of Brazil’s largest hubs of intelligence and promotion of the influencer market.
On YouTube, for example, there is the possibility of remuneration by the audience, lives, YouTube Chat, YouTube Premium, and YouTube Shopping.
On Instagram, there are tools that enable earnings, such as broadcast stamps, stores with products, lives, and other formats.
Last year, YouPix, in partnership with 99Jobs, released the Influence Skills survey, which also mapped the remuneration of the professionals who make up the entire chain.
The survey shows that the professionals who work backstage of the influence ecosystem, among analysts, creatives, community managers, and public relations, among other functions, earn, on average, from R$3,5000 to more than R$ 40,000, depending on the position, the company, and the segment.
Most are in charge of strategic planning, creative planning, and campaign management.
Raphael Pinho, CEO of Spark, explains that there has been a visible evolution in the influencer ecosystem in Brazil.
“Starting with the emergence of new media platforms, such as Tik Tok, Kwai, BeReal, and Discord, among others – each with its own proposal and dynamics, yet with a similarity of having a content at the center of the conversations.”
“We are also seeing the emergence of new formats for creators to generate income beyond campaigns and advertisements. Here we can list closed groups with paid content, courses, product licensing, partnership with brands, live-commerce, and affiliate programs.”
“And, last but not least, the audience within social networks and the investment of brands in influencer marketing and the number of content creators has increased significantly.”
Pinho reinforces that, from a long-term perspective, “everything points to an increasing maturation of influencer marketing and, consequently, that it has more and more relevance within the brand strategy. Not surprisingly, a relevant percentage of the budget allocated to this discipline is already within the advertising budget of advertisers.”
“And among the major trends, we believe in short videos, genuine content, and the use of languages closer to the follower. Back to the platforms: that’s why we see Tik Tok growing so exponentially, with Meta and Youtube following suit and investing heavily in this format.”
“The big challenge facing both creators and brands is to keep up to date with every change of format or algorithm of the platforms as well as the changes in social behavior reflected in the engagement of the content published.”
With information from Forbes