Brazil: brands breakdown by influencer budget 2025| ��ƽ��

Distribution of companies in Brazil as of June 2025, by annual influencer marketing budgets (in Brazilian reals)

Annual budget in Brazilian reals	Share of respondents
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Sources

Release date

August 2025

More information

Region

Brazil

Survey time period

April 23 to June 20, 2025

Number of respondents

83 respondents

Special properties

among marketers working for advertisers

Supplementary notes

The source does not specify the survey type.
The source does not specify the release date; the date shown is the date of access.
Percentage points exceeding 100 percent are probably due to rounding.

Citation formats

As of June 2025, approximately ** percent of marketers working for advertisers surveyed in Brazil said the companies they worked for had an annual budget of less than *** thousand Brazilian reals to invest in influencer marketing. Only ** percent of respondents reported an amount of over five million reals.

Influencers' popularity among Brazilian marketers

The survey also revealed that the share of marketers in Brazil putting influencer marketing front and center in their strategies has consistently risen over the past few years, from little more than ** percent in 2017 to over **** in 2025. On average, respondents indicated that raising brand awareness and reaching new targets were the best results marketing decision-makers in Brazil expected from influencers.

What Brazilian brands expect from influencers

Over **** of marketers participating in the study said a web celebrity should be reputable and have a positive image, making this their number one criterion when recruiting influencers in Brazil. Cost ranked *, mentioned by **** 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).