The '2025 Brazil Content Creators Census' showed that the dream of living off the internet is still far from being a reality for most. Carried out by Wake Creators, the research revealed that only 9% of influencers have the profession 'creator' as their only source of income, highlighting that the monetization of digital content is still a challenge, no matter how much the influencer marketing market keeps growing
The survey detailed how much of the monthly income of the interviewed influencers is made up of their work on the internet. 26% responded that they have no monthly income and only carried out occasional campaigns. Almost one fifth (19%) have never even completed paid work. For 15% of respondents, the internet is responsible for between 5% and 20% of income. Already for 11% of creators, work as an influencer makes up 5% of income and for others 11% the money from the web represents between 21% and 50% of earnings. Only 17% have at least half of their income guaranteed by the internet — being only 9% the number of those who live exclusively from social media
International talent director at Viral Nation and specialist in the influencer marketing industry for over ten years, Fabio Gonçalves explains that the growth of the creators' sector does not mean that all of them are prepared or positioned to live exclusively from the internet: "Monetizing content requires strategy, constancy, professionalization and, mainly, structure. Many creators still do not have access to a team that helps them organize commercially, they themselves do not know how to turn engagement into revenue. Furthermore, the lack of commitment is a predominant factor in this equation, since in the end this person needs to prioritize their main source of income, that often it is not the internet
He says that reality is very different from the view that outsiders have of the internet: "There is a romanticized view that having followers is enough to live off the internet, but the reality is much more complex. The content creator needs to understand their niche, know how to negotiate, to price, analyze contracts, issue invoices, build authority and deliver real results for brands — it's not just about making a nice post. Professionalization is what transforms the influencer into a profitable personal brand. And that takes time, planning and, many times, a support network that goes beyond creativity. Therefore, creators who rely on agents or structured agencies tend to get ahead, because they can align strategy, "reputation and business opportunities more efficiently"
According to the professional, the trend is that more and more creators will be able to live exclusively from the internet, but this will depend directly on the level of professionalization of the market as a whole. In Fabio's opinion, the market is moving towards a scenario where brands are more selective, looking for creators who deliver real results, that know their audience and can build brand narratives with authenticity
"That's why I say that whoever is prepared" — with strategic positioning, structured data and accountability in delivery — will reap the fruits. The projection is for growth, but with a greater demand for professional maturity on the part of influencers, say
It is at this moment that the role of agencies comes in, in Gonçalves' view. For him, their mission is precisely to help these creators become businesses, without losing its authenticity: At Viral Nation, our work is to prepare these talents to go beyond the post: we help to develop personal branding, relationship with brands, opportunity management and even financial education. We believe that the future will be dominated by influencers who have structure and strategy — and it is exactly there that we operate to ensure that more creators can turn their passion into a stable and scalable source of income
METHODOLOGY
The research 'Brazil Content Creators Census 2025' was conducted by Wake Creators, one of the largest influencer platforms in Latin America. The study was conducted through a quantitative research, that included responses from more than 4.500 creators and 6 in-depth interviews, seeking to understand the reality of content creators. The survey can be accessed athttps://campaings.wake.tech/censo-de-criadores-wake-creators-2025?utm_source=experience&utm_medium=email&utm_campaign=CensoDivulgaAbril&utm_content=CTA1&utm_smid=11648211-1-1.
