The use of influencers in marketing and sales strategies is increasingly effective among global brands from different segments. Recent research confirms that 80% of consumers trust recommendations from influencers. Yet, the last six months, 61% of those interviewed said they had made purchases based on these indications.
Brazilian consumers are included in these numbers, which were released by Rakuten Advertising, global performance marketing strategy. Detailing consumer habits and characteristics, research was carried out in markets in six countries: Germany, Australia, Brazil, USA, France and United Kingdom.
The data shows that 83% of Brazilians made purchases over R$ 100 after some recommendation from content creators. Among the dissemination channels, short videos stand out with 55% of preference. That's why, despite Instagram and Youtube still being more popular in Brazil, em 2025, TikTok should be the bet for Brazilian brands.
Discovering new brands and products
The truth is that the internet has become a great showcase. In this context, the role of the influencer has been to present shopping news and emerging brands. Based on this, the study pointed out that 64% of respondents discovered new products through content creators. These discoveries occur weekly or even daily.
Nonetheless, for strategies to work, influencers must be authentic. The lack of authenticity causes 84% of the public stop following the content creator. This consumer demand has caused micro-influencers’ audience to increase. Because this group is more active in identifying new brands and products, engagement rates are higher.
“Brands are investing more and more in influencers’ strategy, largely due to the behavior of consumers themselves, who are seeing them as closer figures., rather than just as marketers. This authenticity fosters trust and results in increased sales.”, detailed Salomão Araújo, VP Comercial da Rakuten Advertising.
Trust in purchase links
The survey also provided information about the online shopping experience. Even in this thread, influencers demonstrated good public acceptance, given that 74% of respondents feel comfortable clicking on links provided by content creators. For consumers, the influencers link is “convenient”, making purchasing easier.
Nonetheless, 32% of the public still expresses concern about tracking and improper data collection, even with the evolution of online security standards in recent years.
“Links are a fundamental part of the strategy, mainly due to the possibility of tracking. This combination offers a complete view of creators’ impact, including post-click and sales metrics. Furthermore, performance tracking helps justify the value of programs, allowing an increase in investment across all marketing channels”, says Araújo.
