Influence marketing existed before social media, for example in commercials featuring celebrities and actors. With society increasingly connected, companies are investing in advertising on digital platforms. In Brazil, there are more cell phones than people, with 1.2 smartphones per inhabitant. According to the Annual Survey of FGVcia on the Brazilian IT Market and Usage in Companies, there are 249 million smartphones in use in the country. The survey was released in April 2023 by the Applied Information Technology Center (FGVcia).

Maria Priscila Nabozni, CEO of Mundo Mapping, a digital influencer management platform, has been following the sector since global celebrities influenced behavior and purchasing choices. The executive explains that the moment is about improving the use of these personalities within this process. “For companies, it’s a great time since it’s possible to create campaigns with different profiles and niches, reaching diverse audiences. For influencers, it’s more democratic; everyone who produces quality content can partner with big brands,” says the CEO.

Mundo Mapping offers services such as quotations, negotiations, bartering, and hiring influencers for campaigns and partnerships. The startup analyzes each registered influencer to assess their performance, and influencers register in search of partnerships for promotion. Registered companies can propose campaigns to them. Analyzing the current behavior of companies and influencers in this segment, Maria Priscila listed five benefits of investing in influencer marketing for businesses.

Influence and identification

Influencers have established themselves as an important tool for marketing. They gain and maintain a loyal audience that identifies and connects naturally, as they have the power of persuasion and influence over their followers, who follow their tips, recommendations, and suggestions. This relationship of identification between influencer and follower creates an ideal environment for brand development, finding in these influencers a direct communication bridge for the promotion of products and services.

Authenticity and creativity

The content creator creates authentic connections with diverse audiences every time they post their routines and show certain products they are advertising, but in a more natural way. Creativity is one of the characteristics of influencers; they can create new posts that don’t seem overly scripted. Companies can capitalize on this relationship to increase brand awareness and engagement without it seeming like a paid commercial.

Demographic data

Influencers have relevant demographic information, and brands can strategically use this to reach specific segments of their customer base. By analyzing data such as age, gender, geographical location, and interests, it can be identified which influencers are most significant to reach the target audience.

Faster analysis and results

The influencer generates sales conversion more quickly through direct links. The company can achieve a higher number of impressions at a lower cost compared to other media, such as radio and TV. To analyze the performance of influencer marketing, platforms and software present statistics differently from billboards, prints, etc. The posts generate detailed metrics on reach, likes, shares, clicks, among others.

Brand consolidation

By partnering with influencers, your brand has the opportunity to be introduced to new audiences and get closer to those who already know it. By directing your promotion to the right people, it’s possible to achieve the brand’s proposals and values. Most influencers close advertisements with those they truly trust and believe in, based on a real experience. If the influencer likes and recommends the product or service, they can move from business partners to long-term brand advocates.

About Mundo Mapping

The startup Mundo Mapping enables the hiring of digital influencers in an easy, objective, and complete way, aligned with the best market practices. The 100% Brazilian technology offers brands and companies access to the direct hiring of over 6,000 influencers from 58 niches. With various benefits for brands and influencers, Mundo Mapping facilitates payments for jobs and campaigns in cash, barter, or a hybrid form, with a personalized payment term choice.

Press Office – Mundo Mapping

Mundo Mapping

Maria Eduarda Eurich – Communication Assistant – eduarda@mapa360.com.br

Loise Clemente – Communication Coordinator – loise@mapa360.com.br

Maria Priscila – CEO – mp@mapa360.com.br