Lázaro Ramos and Fernanda Montenegro Named Brazil's Most Influential Celebrities in 2025 Ipsos Survey
The Ipsos survey ranks Lázaro Ramos and Fernanda Montenegro as Brazil's top influential celebrities in 2025, highlighting traditional, digital, and AI-generated influencers, with Generation Z favorites also noted.
- • Lázaro Ramos and Fernanda Montenegro are ranked as the most influential Brazilian celebrities in 2025 according to Ipsos.
- • Astrid Fontenelle, Érika Januza, Carlos Tramontina, Xuxa, and Ivete Sangalo complete the top tier of influential figures.
- • Top digital influencers include Iberê Thenório, Leon Martins, Bruna Tavares, Camila Pudim, and Camilla de Lucas.
- • AI-generated influencer Lu from Magazine Luiza scored highest in credibility, marking AI's growing role in influence.
- • Among Generation Z, Larissa Manoela is the most influential figure, followed by other notable celebrities.
Key details
In a recent Ipsos survey conducted online between August 28 and September 7, 2025, actor Lázaro Ramos emerged as the most influential celebrity in Brazil, with esteemed actress Fernanda Montenegro ranked second. The study assessed public figures' ability to influence behaviors, public opinions, and purchasing decisions across the country.
Presenting a comprehensive ranking, the survey placed presenter Astrid Fontenelle third, followed by Érika Januza, journalist Carlos Tramontina, Xuxa Meneghel, and Ivete Sangalo. The research included both traditional celebrities and digital influencers, reflecting Brazil's evolving media landscape.
Among digital influencers, Iberê Thenório of the Manual do Mundo YouTube channel was identified as the top influencer, succeeded by Leon Martins (Coisa de Nerd), beauty journalist and entrepreneur Bruna Tavares, cosmetics influencer Camila Pudim, and Camilla de Lucas, notable as a former Big Brother Brasil participant.
Significantly, for the first time, the survey incorporated AI-generated personalities, highlighting Lu from Magazine Luiza. Lu achieved a credibility score of 119, surpassing other digital figures such as the AI presenter Marisa do Maiô, underscoring increasing public trust in virtual influencers.
The Ipsos research also provided insights into generational influence, identifying actress Larissa Manoela as the most impactful figure among Generation Z (those born between 1997 and 2012). She was followed by Érika Januza, Xuxa, Lázaro Ramos, and the sertanejo musical duo Jorge & Mateus.
The survey involved 2,500 respondents from various Brazilian regions and encompassed social classes A, B, and C. Influence was measured based on factors including impact on purchasing decisions, formation of public opinion, brand credibility, and encouragement of product experimentation.
These findings reveal the broad spectrum of Brazilian influencers shaping public preferences in 2025, from celebrated traditional artists and media personalities to groundbreaking digital and AI-driven figures.