The influencer profession is growing at a breakneck pace in Brazil. According to a Nielsen study, there are over 500,000 people in the country today with over 10 followers. Although they do not represent a regulated profession, the number of influencers already exceeds the number of trained dentists in the country: 374,000, according to the CFO (Federal Council of Dentistry). They also more than double the number of architects (212,000), exceed the total number of civil engineers (455,000), and are equal in number of doctors (502,000).

The study also analyzed the impact of influencers on Brazilians. According to the data, 39% follow influencers or famous people on social media. 34% reported that they do not see it, and 27% sometimes. Women have the highest follow-up rate at 45%, while men have only 24%.

Another important piece of information from the survey is that 42% of the women who took the survey said they had already compared or used a service recommended by an influencer. In men, this figure drops to 24%.

Nowadays, most influencers are part of an agency that takes care of their careers. Contract actions vary in cost – depending on the number of subscribers, the level of public involvement, and even the region where the influencer lives – reaching around 600,000 reais.

Funds cross billions

According to a survey by the CENP (Standard Norms Executive Council), which brings together advertisers, advertising agencies and communications, social media received BRL 1.43 billion in advertising investment in 2021. This amount exceeds investments in radio, newspapers, magazines and films. added last year. This amount includes the posts of the companies themselves on social networks and the hiring of influencers through advertising agencies.

Despite the high values, it is important to emphasize that this is not a regulated profession in Brazil. However, Brazilian laws oblige them to warn sponsored publications.

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Source: UOL, Folha de São Paulo.