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Influencer marketing in Brazil – statistics & facts

Influencer marketing finds a booming market in Brazil. The South American country was home to an estimated 165 million social network users in 2022, a figure predicted to rise by 15 percent by 2027. That makes Brazil the fifth-largest social media market worldwide, attracting increasing investments into the practice of paying influencers to promote products and services online. According to projections, between 2018 and 2023, influencer advertising spending in Brazil grew nearly four-fold, surpassing 410 million U.S. dollars in the latter year. The industry expects that amount to increase by over 50 percent and exceed 630 million dollars in four years. With such thriving numbers, the Portuguese-speaking country alone accounts for over 40 percent of influencer ad expenditures in Latin America and the Caribbean. In 2023, if forecasts are confirmed, Brazil's influencer ad spend will surpass by 30 percent the spendings of Mexico, Central America, and the Caribbean combined.

Online influence, budget affluence

In 2019, fewer than eight out of 10 companies in Brazil had profiles or accounts on social networks. Two years – and one pandemic – later, that share adjoined 90 percent. As the "socials" become even more ubiquitous, online strategies intensify. An early 2023 survey among approximately 100 companies from multiple sectors showed that over 60 had annual influencer marketing budgets of more than 300 thousand Brazilian reals (roughly 60 thousand dollars). That is another step further compared to their social media tactics in previous years. During a late 2022 study, two-thirds of responding brands operating in Brazil planned to raise their influencer marketing spending in the following year. Only six percent intended to reduce it, while 27 percent chose to maintain the same budget.

Brands' and influencers' values

As of March 2023, almost three-quarters of firms surveyed in Brazil assessed influencers' adequacy for and alignment with their brands' values when selecting online content creators suggested by ad agencies. Other top criteria included engagement and connection with the product's universe. Conversely, the number one pick matched that of Brazilian influencers. A few months earlier, almost 40 percent of them said affinity with brands' values was a leading factor for closing a deal, while freedom of content creation and adherence to audience rounded the top three. However, the questionnaire for the influencers intentionally left their payment aside, suggesting that, for them, remuneration remains paramount. According to the same study, only a little more than one-third of creators had influencer marketing as their only income source, with around one-fifth of them also working as registered employees and another fifth as freelancers. That indicates that, in Brazil, the segment continues to pursue a balance between independence, credibility, and financial feasibility.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by J. G. Navarro, Jan 10, 2024

Key insights

Global influencer marketing market size
24bn USD
Latin America's influencer ad spend annual growth rate
14%
Brazil's influencer ad spend
412m USD
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