Social media influencers shape Brazilian consumption more than anywhere else

Data from the latest Statista Global Consumer Survey shows that social media influencers in Brazil wield the biggest power over people’s purchasing decisions — with almost half of consumers saying they choose a brand or a product based on endorsements from celebrities online.

Influencers’ clout has waned in China since 2019 — when a previous survey was conducted — while it massively increased in Brazil and India, both jumping ahead of the Asian giant as the markets where influencers hold the most sway over consumers.

Brazil has over half a million social media influencers — more than the number of dentists and engineers and on par with the number of doctors. The data comes from market research company Nilsen, which considers an “influencer” as a person with over 10,000 followers that uses his/her social media accounts for advertising.

On average, an influencer can earn BRL 18,000 (USD 3,755) per endorsement, or 15 times the monthly minimum wage.

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