Two in three small businesses that hired digital influencers reported positive results from their campaigns, according to a survey by Sebrae and the Getulio Vargas Foundation (FGV). Yet influencer marketing remains relatively uncommon among smaller companies: just 23% said they had used it to promote their products, services or brands.
The most frequently reported benefit was greater brand visibility, cited by one-third of the businesses surveyed. That figure rose to 45% among micro and small enterprises (MSEs). Among individual micro-entrepreneurs (MEIs), 29% pointed to increased visibility, while 24% said they gained new customers.
Use of influencers varied by sector. Commerce had the highest share, with 28% of businesses using the strategy. Adoption was lower in services and industry.
Payment methods also differed by business size. Product or service exchanges were the most common arrangement among MEIs, used by 29% of respondents, while 16% paid a fixed fee. Among MSEs, cash payment was more common, with 36% using that approach.
The survey suggests potential for wider adoption: 51% of business owners who had never hired an influencer said they would consider doing so in the future. Interest exceeded 60% among MEIs, compared with 34% among MSE managers.
By region, the Northeast had the highest proportion of small businesses that had already hired influencers, at 29%. In the North and Center-West, 60% of entrepreneurs who had not yet used the strategy said they were open to hiring influencers in the future.
Sources: Folha Mercado.