Two in Three Small Brazilian Businesses See Positive Results from Influencer Marketing, Sebrae-FGV Study Shows

A recent study conducted by Sebrae in partnership with the Fundação Getulio Vargas (FGV) has revealed that two out of every three small businesses in Brazil that hired digital influencers achieved positive outcomes from their marketing efforts. The research, titled "O Impacto dos Influenciadores Digitais na Estratégia Comercial de MPE e MEI," highlights that the primary benefit observed was increased brand visibility, reported by 45% of micro and small enterprises (MPE).

The Commerce (39%) and Services sectors (38%) experienced greater notoriety gains compared to the Industry sector (24%). Regionally, the Northeast (45%) and North/Central-West (40%) showed the highest increases in visibility due to influencer marketing. Among micro-entrepreneurs (MEI), approximately 24% reported acquiring new customers directly through these campaigns.

Despite these positive outcomes, only 23% of small businesses currently use influencers, with nearly 70% having never engaged with influencer marketing. Compensation methods commonly include barter (exchange of products or services) and cash payments, with 29% of MEIs favoring barter arrangements. There is a notable openness toward future influencer partnerships, with more than half (51%) of businesses that have not yet used influencers expressing willingness to do so—this sentiment is even stronger among MEIs at 60%. The Commerce sector leads in this prospective adoption, while the North/Central-West region demonstrates the greatest receptiveness.

These findings underscore the increasing significance of influencer marketing as a strategy for small businesses to boost visibility and attract customers in Brazil. The study provides valuable insights into adoption patterns, regional differences, and payment models, which could guide entrepreneurs aiming to expand their reach in competitive markets.

As micro and small enterprises seek new ways to grow, influencer marketing emerges as a viable and impactful tool, particularly in commerce and services sectors where visibility directly correlates with sales potential.

"Two in every three small businesses that hired digital influencers reported positive results," the study notes, emphasizing the strategic importance of social media partnerships. Furthermore, the research identifies a promising trend of increasing willingness among entrepreneurs to leverage influencers in their commercial strategies moving forward.