Influencers around the world are abandoning their reliance on collaborations and investing in creating their own sources of income, like products, courses, mentoring and subscription services. This is what reveals the exclusive study by Plastic Panda, that shows how many influencers, mainly Asians, are diversifying their monetization methods, adopting models such as live shopping (65% of revenue) and digital education (30%), and leaving traditional advertising behind. The research, carried out with 70 professionals from the sector, highlights how the growing professionalization and use of data are transforming influencers into entrepreneurs and reshaping the digital market
The analysis highlights that the reduction of entry barriers, combined with the advancement of technology, influencers are allowed to build solid businesses with lower initial investments, leveraging the engagement of your audiences and turning your audience into real customers.
This trend is not exclusive to Brazil, but part of a global movement, with influencers in the United States and China already having established themselves as major entrepreneurs. A clear example of this transformation is the exponential growth of live shopping, that moved more than US$ 500 billion in China in 2023, and that, according to experts, has the potential to change the dynamics of e-commerce in Brazil in the coming years
The study also points to the growing role of live shopping in the Brazilian market, a trend that, despite being recent, is already gaining ground with major retailers like Magalu and Americanas, that saw a 52% increase in the use of this platform, according to data from Ebit | Nielsen. Influencers have proven to be protagonists in this scenario, using the format not only to promote products, but also to create a deeper connection with your audience, increasing trust and boosting sales
Digital courses are growing and dominate 45% of the influencer business
Besides live shopping, another promising path indicated by the research is the expansion of influencers into the digital education sector. Platforms like Hotmart and Udemy are allowing influencers to become educators and leaders in areas such as digital marketing, health, business and well-being.
The study reveals that 45% of the interviewed influencers already generate more revenue from courses, workshops and mentoring than with traditional advertising, reflecting the growing demand for specialized knowledge and the public's trust in the authority of influencers in certain areas. It is estimated that the digital education market in Brazil, that moved R$ 30 billion in 2023, must grow 32% per year until 2030, offering a fertile ground for those who wish to diversify their sources of income
This movement is being supported by the search for a more independent and sustainable monetization model. According to the Plastic Panda survey, less than 30% of the revenue of the most innovative influencers comes from traditional advertising, given that most of the earnings come from proprietary products, info products, premium services and subscription platforms. This diversification of revenue sources is a reflection of a cultural shift that positions the influencer as the protagonist of their own business, instead of just one channel for third-party promotions
Data analysis has become essential for content creators
Another fundamental point that the study reveals is the importance of professionalization in influencer management. More and more, influencers who adopt a data-driven strategic approach to optimize their content and consumer experience are achieving considerable financial growth.
The research indicates that 53% of influencers who invest in data analysis tools, like Google Analytics and Meta Business Suite, they can double their earnings in less than a year. This demonstrates the relevance of a metrics-driven management, that not only improves the performance of the campaigns, but it also allows influencers to adapt their offers more efficiently to the needs of their audience
Rodrigo Dolabella, CEO of Plastic Panda, highlights that the research shows a new phase for content creators: “We are witnessing a profound transformation in the digital market, where influencers are no longer just brand communicators, but entrepreneurs who are creating their own success stories. New tools and platforms, combined with the possibility of generating various revenues, they are allowing these creators to build solid and scalable businesses, ensuring a promising future for everyone in the sector.”
