New Influencers – On the Screens of Young Brazilians
An event held in September – YouPix in São Paulo, released the first study on the digital influencers market in Brazil.
The study fulfils the demand for data in this growing market. 10 years ago YouPix helped to build the influencers’ market in Brazil. Currently this way of advertising is gaining importance for an increasing number of brands in their communication strategy. The influencers’ ecosystem also diversified during the past two years and became more professional.
Below some of the quantitative results presented in the study:
- 40% of digital influencers with more than 1 million fans are women.
- 2% of digital influencers generates 54% of the interactions.
- The network with the highest concentration of influencers, exceeding 1 million fans is Youtube.
- Posts identified as sponsored receive 25.3% less comments, 12.7% less likes and 83% less shares.
Besides these facts, the research showed that the most influential personality in Brazil today is Luciano Huck, host of the “Caldeirao do Huck”, on Rede Globo. In the ranking of the ten most influential celebrities, appear five TV actors and five Youtubers.
From the study, it also appears that young people identify with YouTube personalities especially because they are “people like us”, unlike TV celebrities which are seen I a rather aspirational sphere.
Moreover, the research showed that TV gets less attention – 89% of adolescents reports being connected while watching TV and 85% not paying attention to the TV while watching. For young people, video usage is mainly on the smartphone – 89% say that cell phones are the devices most commonly used for watching and to 60%, is the preferred device;
In prime time TV (which runs from 7pm to 11pm), 80% of the general public indicates to be engaged in another activity while watching. Among adolescents 14+ to 25 this percentage rises to 85%.
The study identifies three reasons why millennials are so engaged with online video: it is personal, affordable and shareable.
YouTube is still seen as the main source of video entertainment. As for influencers 34% of young people agree to try a product endorsed by a Youtuber. For TV celebrities the percentage is 27%.
ZIGT Media Agency