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Influencer marketing in Brazil - statistics & facts

Influencer marketing has become an essential pillar of Brazil's online marketing landscape. Even though the industry started to blossom much later in Brazil than it did in North America or Europe, there is no denying that companies are leveraging the power of content creators more vividly than ever. In 2021, more than 70 percent of surveyed industry experts from Brazil included influencer marketing in their marketing mix. This share will likely increase even further as Brazil's social media penetration rate keeps soaring and the e-commerce sector continues to flourish. Overall, the influencer marketing market size in Latin America is expected to see a boost of 20 to 30 percent and reach an estimated 15.6 to 17 billion U.S. dollars in 2022.

Instagram remains the blueprint for influencer advertising

Instagram is by far the most popular platform for influencer marketing in Brazil. In 2021, nearly 95 percent of surveyed industry experts reported using the photo and video sharing app as part of their influencer marketing campaigns, compared to just 30 percent of respondents who said the same about Facebook. This strong preference for Instagram may come as a surprise, knowing that Facebook boasts the largest user base in the country. However, this focus is not unique to the Brazilian market. Data showed that marketing specialists from around the globe have leaned on Instagram for years, mainly because the platform offers plenty of features that influencers can use to promote a brand's product or services. So, who are the content creators that companies place their bets and budgets on?

Top influencers in Brazil

In 2020, soccer player Neymar da Silva Santos Júnior was the most followed influencer in Brazil. With a fanbase of over 70 million followers, the Brazilian athlete was part of a very small group of mega-influencers who amassed more than one million followers. Partnering with a celebrity like Neymar can create new business opportunities and boost brand awareness and audience engagement on social media in the blink of an eye. This was certainly true for Puma – a German sports apparel company that gained hundreds of thousands of new followers and millions of impressions on Instagram while collaborating with Neymar in 2020. But not all brands choose to work with celebrities and well-known social media stars, as partnering with micro-influencers is generally cheaper and can also unlock niche audiences. Recently obtained data on influencer demographics in Brazil also revealed that most surveyed content creators were young, white, heterosexual, and identified as cisgender. This finding is particularly surprising as it does not correlate with Brazil's overall cultural and demographic tapestry, which is inherently diverse.
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 6, 2023

Key insights

Influencer marketing market size worldwide
16.4bnUSD
Influencer marketing market size in Latin America
13bn USD
Top influencer marketing platform in Brazil
Instagram
Get more insights

Editor’s Picks Current statistics on this topic

Influencer marketing market size in Latin America in 2021 and 2022 (in billion U.S. dollars)

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Influencer marketing revenue in Latin America 2021-2022

Leading Instagram influencers in Brazil in 2020, by number of Brazilian followers

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Brazil: leading Instagram influencers 2020

Monthly earnings of influencers in Brazil as of February 2022 (in Brazilian reals)

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Earnings of Brazilian influencers 2022

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