Influencer Advertising - Brazil | Statista Market Forecast

Ad spending in the Influencer Advertising market in Brazil is forecasted to reach US$458.20m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 9.88%, leading to a projected market volume of US$806.30m by 2030.
The average ad spending per internet user in the Influencer Advertising market in Brazil is estimated to be US$2.84 in 2024.
When compared globally, China is anticipated to generate the highest ad spending with US$19.16bn in 2024.
In Brazil, influencer advertising is booming, with brands leveraging local social media stars to reach a diverse and engaged audience.

Definition:
Influencer Advertising refers to advertising that allows marketers to promote products or services by collaborating with influencers on social media. Influencer Advertising allows marketers to reach targeted audiences based on the influencer’s performance and their follower profiles; they also have the ability to measure the performance of campaigns. Influencer Advertising refers to all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

Additional information:
Influencer Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Advertising spending paid directly to influencers to post sponsored content

The values of giveaway products as well as services that influencers receive in exchange for reviews, mentions, or giveaways for their followers
Advertising spending allocated to paid social media campaigns to boost content
Affiliate commissions, i.e., the commissions that are paid to influencers when someone makes a purchase based on their content or links
Gross merchandise volume (GMV) of transactions from sponsored posts or live streams

The Influencer Advertising market in Brazil is experiencing significant growth due to changing customer preferences and local special circumstances.

Customer preferences: In recent years, there has been a shift in customer preferences towards more personalized and authentic advertising. Consumers are becoming increasingly skeptical of traditional forms of advertising and are seeking recommendations from trusted sources. Influencer Advertising provides a unique opportunity for brands to connect with their target audience through relatable and trustworthy influencers. By partnering with influencers who have a genuine connection with their followers, brands are able to create more authentic and engaging content that resonates with consumers.

Trends in the market: One of the key trends in the Influencer Advertising market in Brazil is the rise of micro-influencers. Micro-influencers are individuals with a smaller but highly engaged following on social media. They are often experts or enthusiasts in a specific niche and have a close relationship with their audience. Brands are increasingly recognizing the value of working with micro-influencers as they offer a more targeted and cost-effective way to reach their desired audience. Additionally, micro-influencers are often seen as more relatable and trustworthy, which further enhances the effectiveness of influencer campaigns. Another trend in the market is the growing popularity of video content. With the rise of platforms like YouTube and TikTok, video has become a dominant form of content consumption. Influencers who are able to create engaging and entertaining video content are in high demand by brands. Video content allows influencers to showcase products or services in a more dynamic and immersive way, which can significantly impact consumer purchasing decisions.

Local special circumstances: Brazil has a large and active social media user base, with millions of people actively engaging with influencers on platforms like Instagram and YouTube. This high level of social media usage has created a fertile ground for the growth of the Influencer Advertising market. Additionally, Brazil has a vibrant and diverse culture, with a wide range of influencers representing different niches and demographics. This diversity allows brands to reach specific target audiences and tailor their influencer campaigns accordingly.

Underlying macroeconomic factors: The growth of the Influencer Advertising market in Brazil is also influenced by underlying macroeconomic factors. Brazil is the largest economy in Latin America and has a growing middle class with increasing purchasing power. As disposable incomes rise, consumers are more willing to spend on products and services recommended by influencers. Furthermore, the COVID-19 pandemic has accelerated the shift towards e-commerce and online shopping in Brazil. Influencer Advertising plays a crucial role in driving online sales and helping brands reach consumers in the digital space. In conclusion, the Influencer Advertising market in Brazil is thriving due to changing customer preferences, the rise of micro-influencers, the popularity of video content, the active social media user base, the diverse culture, and the underlying macroeconomic factors. Brands in Brazil are leveraging the power of influencer marketing to create authentic connections with their target audience and drive sales in the digital age.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.