Distribution of companies in Brazil 2024, by annual influencer marketing budgets

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.

Influencers' popularity among Brazilian marketers

The survey also revealed that the share of marketers in Brazil including influencer marketing in their strategies has consistently risen over the past few years, from little more than two-thirds in 2017 to over three-quarters in 2024. 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 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.