The internet celebrity economy is sweeping across Brazil, and the golden opportunity for brands to go global has arrived!

In recent years, the rapid development of social media has made influencer marketing a “magic weapon” for brands going global.

Whether sharing lifestyles or directly promoting products, influencers are using their influence to bridge the last mile between brands and consumers.

Especially in socially active regions like Brazil, the appeal of influencer recommendations is so strong that merchants are flocking to them. Today, TuKe will take you on an in-depth analysis of Brazil’s influencer economy to see how it has rapidly risen and helped social commerce reach new heights.

According to IAB Brasil’s report “Publi 2024: The Impact of Brazil’s Creator Economy on Different Generations,” Brazilians’ trust in influencers has “exploded.” Data shows that 80% of Brazilians have purchased products based on influencer recommendations, with satisfaction also reaching 80%. Moreover, many Brazilian consumers spend an average of 1 hour and 40 minutes daily watching influencer content, mainly short videos (30 seconds to 1 minute) and medium-length videos (1 to 15 minutes), with Instagram as the preferred platform at 85%, followed by YouTube (77%) and TikTok (57%).

Image source: Grandes Nomes da Propaganda

Brazil is not an isolated case. In Latin America, consumers generally have a high acceptance of influencer recommendations. Surveys show that in the past year, 41% of Brazilian respondents purchased goods based on influencer recommendations, ranking among the top globally; Mexico reached 29%. In comparison, 35% of Chinese respondents were influenced to buy products, while the global average is 18%. Clearly, the Latin American market is becoming a “blue ocean” for the influencer economy, and its rapid growth is showing brands unlimited potential.

Compared to traditional advertising, influencer marketing is more approachable. It’s not just about brand exposure, but a full-chain marketing loop from “planting the seed” to actual purchase. Influencers help consumers break down “purchase barriers” by sharing product experiences, unboxing displays, and recommendation reviews, making it easier for them to make buying decisions. For example, in Ho Chi Minh City, Vietnam, a four-day event invited local influencers to promote specialties, resulting in 18,200 orders and 4.2 billion Vietnamese dong in sales. This also proves the huge returns that “recommendation economy” can bring.

Image source: giaoducthoidai.vn

Industry experts point out that the creator economy has disrupted the interaction model between brands and consumers. Thanks to the maturity of live streaming and short video platforms, the connection between brands and consumers is closer and more real-time. In the future, this market will only continue to grow, bringing more cooperation opportunities for brands. In an era where traffic determines purchases, brands that can effectively leverage the creator economy will not only achieve sales growth but also reach deep into consumers’ hearts and gradually build loyalty.

Behind the rapid development of the influencer economy is the rise of social commerce. According to Statista data, in 2023, social commerce accounted for 18.5% of global online sales, and this number is still climbing. By 2028, the share of social commerce in online sales is expected to reach 21.7%; in terms of revenue, global social commerce revenue will be $700 billion in 2024, and by 2030, global social commerce revenue is expected to reach $6.2 trillion.

Image source: Statista

Faced with the business opportunities brought by social commerce, e-commerce giants have long been unable to sit still and are increasing their investments in this field. Amazon took the lead by partnering with Meta and Snap to launch in-app shopping features on Facebook, Instagram, and Snapchat, exploring new ways to play in social commerce. In addition, Amazon launched a creator support program on its India site, providing comprehensive support for influencers. Recently, Amazon also launched in-app shopping features on TikTok, further testing the waters of social commerce.

Image source: Amazon

It’s not just Amazon—other e-commerce giants are also moving quickly. For example, Korean e-commerce company Coupang partnered with YouTube to launch the “Shopping Alliance Program,” allowing content creators to easily add Coupang product links in their videos. In addition, Russia’s Ozon is not far behind, opening storefront selling on the local social platform VKontake. Clearly, the giants are betting on the social commerce track, aiming to seize future traffic gateways.

For brands looking to make a mark in the international market, seizing the dual engines of “influencer economy + social commerce” is undoubtedly an efficient and fast path to going global.