Brazil has more influencers on social media than anywhere else in the world, research suggests. Across the region, politicians are attempting harness their power to sway voters
Save time by listening to our audio articles as you multitaskMany Brazilians, it turned out, wanted to follow the daily lives of Ms Bezerra and her sisters. Today she has more than 14m followers on Instagram, a photo- and video-sharing platform. She has claimed she charges between 400,000 reais and 1.8m reais for advertising contracts . That would make her one of the most highly paid digital celebrities in Brazil.
Latin American influencers can be ordinary folk as well as celebrities—Ms Bezerra was little known until last year. But they can punch above their weight. Launchmetrics, an analytics firm, has created a metric refined by machine-learning that attempts to measure what an influencer’s endorsement is worth by comparison with the cost of mounting a conventional advertising campaign that would generate the same degree of engagement among its audience.
Influencers the world over often advise followers on improving their appearance, which is already a big business in Latin America. In Argentina one of the biggest private health insurers offers plans that include one plastic-surgery procedure a year. Brazil, where 13% of the world’s elective cosmetic surgery takes place, according to the International Society of Aesthetic Plastic Surgery, started offering tax rebates for cosmetic operations in 2010.
But influencers can be tricky allies. On July 13th Anitta, a Brazilian pop star with 63m followers on Instagram, gave Lula’s campaign a surprise boost by posting a photo of herself leaning against a stripper pole in a red catsuit, with Lula’s party logo emblazoned on her bottom.
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