A. Guttmann
Research Lead covering media
Influencer marketing in Brazil – statistics & facts
Despite linear TV's slow decline in relevance for audiences and advertisers, one thing remains certain in Brazil: If a topic makes it to a primetime telenovela, it is ingrained in pop culture. In 2025, a new soap opera remade an 1980s classic about an ambitious young woman willing to become a supermodel and eventually turning into a socialite; now, her first step is trying to become a digital influencer, only to realize that the wealthiest people in her country adopt instead a lifestyle of quiet luxury. Is that only possible in fiction? Apparently, yes. Brazil's influencer advertising spending was forecast to continue to rise by a double-digit growth rate in 2025 and surpass half a billion U.S. dollars. And that value is expected to expand by nearly 50 percent by the end of the decade, solidifying the segment's importance for the Brazilian marketing industry.
