Influencers’ marketing agencies are constantly faced with the challenge of selecting the right influencer for a campaign. The number of followers may be a good filter, but Brazilian micro-influencers are proving that followers aren’t everything.
But why is it like that?
Brazilian micro-influencers have a smaller share of followers, usually between 1,000 to 100,000, but are more capable of engaging with their audiences than macro-influencers (Influencers with more than 100,000 followers).
As they have a smaller amount of followers, they begin to form a more personal relationship with them, as their followers also manifest genuine interest in their content. Thanks to this, brands are aware that the Brazilian micro-influencers are capable of generating more genuine support for their sponsored content.
Collaborating with Brazilian micro-influencers can help brands to reach out to certain niches of consumers at a personal level. Smaller brands usually engage in campaigns with a pool of several Brazilian micro-influencers in order to optimize their investments, as it is seen as more affordable.
Macro-influencers usually have huge amounts of followers, but these followers may not trust or support the influencers. The captions that are followed by #ad are even worse, as they seem fake.
Another reason for the failure of campaigns with macro-influencers is when the match between the influencer and the brand is done wrongly, confusing the followers.
Brazilian micro-influencers engagement rates
A report by Linqia stated that more than 70% of marketers were more interested in working with micro-influencers than with celebrities.
The reason for this?
Micro-influencers have better engagement rates than influencers with more followers and, therefore, marketers prefer to work with them as their ratings are usually lower than macro-influencers.
Brazilian micro-influencers pricing
It is well known that superstars receive huge amounts of money for their marketing campaigns. This is not different for social media campaigns.
There are platforms like Hopper that provide an average price per post of the main influencers.
The top 3 on their list is:
- Dwayne Johnson, @therock, with 187 million followers on Instagram and charging around $1 million per post.
- Kyllie Jenner, @kyliejenner, with 181.5 million followers on Instagram and charging around $990K per post.
- Cristiano Ronaldo, @cristiano, with 224.8 million followers on Instagram and charging around $890K per post.
The first Brazilian on this list is the PSG football player, Neymar, @neymarjr, with 139 million followers on Instagram and charging around 704K per post.
Brazilian micro-influencers will charge way less than these examples, and will most likely put more effort into a campaign.
Brands that want to reach a very specific target audience will most likely reach out to a micro-influencer, as they are usually opinion leaders in that particular niche and will support the company and help it grow among the niche.
A good example of how strong these niches are is the YouTube channel Observatório Potter, a channel about Harry Potter and that universe. Thiego Novais, the host and creator of the channel has around 110k followers on Instagram but is very strong inside his niche, leading companies like Warner Brothers to want to work with him and reach the Brazilian Harry Potter fans niche.
Bold Creators Club connects you with the best Brazilian micro-influencers for your brand
Brazil is a country facing constant changes and on the internet world, this also occurs. Social media will provide your brand with almost every imaginable niche and an opinion leader for that niche. These Brazilian micro-influencers may be the key to the success of your brand in the country.
But working alongside micro-influencers is not as simple as it seems. There are a lot of linguistic, cultural and social barriers that brands face when trying to penetrate the Brazilian market, and this takes time and a lot of work to overcome.
The country offers many opportunities, but having a clear Brazilian micro-influencers marketing strategy is one step closer to success for every brand that is willing to work hard.
Partnering with an agency may be the solution, as the low prices of Brazilian influencers are an asset to any marketing campaign.
At Bold Creators Club, one of the top 60 influencer marketing agencies in 2021, we work closely with brands and the best Brazilian influencers on the market so that we can help you achieve your goals.
Want to know more about how we can help your brand to grow?
Schedule a meeting with us and let’s talk!