As of May 2024, nearly two-thirds – or 65 percent – of marketers surveyed in Brazil said the companies they worked at had an annual budget of less than 700 thousand Brazilian reals to invest in influencer marketing. Only seven percent of respondents reported an amount of over five million reals. According to the same study, almost half of brands allocated no more than five percent of their marketing budget to influencers in Brazil.
Over half of marketers participating in the study said a web celebrity's target group should have an affinity with the hiring brand's target group, making this their number one criterion when recruiting influencers in Brazil. Credibility and originality rounded up the top three, each mentioned by almost four in every 10 respondents. However, Brazilian brands found obstacles to investing more in influencer marketing, namely proving an internet personality's effectiveness and measuring the medium's return on investment (ROI), both cited by over half of marketers surveyed in 2024.
Distribution of companies in Brazil as of May 2024, by annual influencer marketing budgets
(in Brazilian reals)
Annual budget in Brazilian reals
Share of respondents
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Youpix. (May 29, 2024). Distribution of companies in Brazil as of May 2024, by annual influencer marketing budgets (in Brazilian reals) [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/1290933/influencer-marketing-budget-brazil/
Youpix. "Distribution of companies in Brazil as of May 2024, by annual influencer marketing budgets (in Brazilian reals)." Chart. May 29, 2024. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/1290933/influencer-marketing-budget-brazil/
Youpix. (2024). Distribution of companies in Brazil as of May 2024, by annual influencer marketing budgets (in Brazilian reals). Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/1290933/influencer-marketing-budget-brazil/
Youpix. "Distribution of Companies in Brazil as of May 2024, by Annual Influencer Marketing Budgets (in Brazilian Reals)." Statista, Statista Inc., 29 May 2024, https://www.statista.com/statistics/1290933/influencer-marketing-budget-brazil/
Youpix, Distribution of companies in Brazil as of May 2024, by annual influencer marketing budgets (in Brazilian reals) Statista, https://www.statista.com/statistics/1290933/influencer-marketing-budget-brazil/ (last visited August 24, 2024)
Distribution of companies in Brazil as of May 2024, by annual influencer marketing budgets (in Brazilian reals) [Graph], Youpix, May 29, 2024. [Online]. Available: https://www.statista.com/statistics/1290933/influencer-marketing-budget-brazil/