Brazil isn't just the land of carnival and samba: it's also emerging as one of the leaders in social networking and personal branding in 2025. From music to sports, gaming to entertainment, some of Brazil's content creators have become digital references to follow for those wishing to understand the power of modern influence.
Their fame often transcends borders, creating bridges between international brands and local values. This methodical selection of ten Brazilian influencers highlights the diversity, creativity and professionalism of a digital ecosystem that is already shaping tomorrow's trends. A comprehensive overview for those interested in today's most effective influencer strategies.
Brazilian influencers to watch in 2025
Brazil's influencer ecosystem is attracting attention thanks to a variety of profiles and formats. The ten creators presented here embody precise audience strategies, based on content that enables a high degree of engagement. Several of the figures come from historic platforms such as YouTube and Instagram, but also from more recent environments with strong traction among Generation Z, such as TikTok.
Before going into the details of the profiles, it's worth recalling the major role played by influencer segmentation in this market. Brazilian or foreign brands, as described in detail by analysis of micro-influencers vs. macro-influencersNowadays, they tailor their communications to the positioning of each designer.
- Micro-influencers: audience between 10,000 and 100,000 subscribers.
- Macro-influencersAudience of over half a million followers.
- Mega-influencersThe stars with an international reach.
Here are a few concrete examples of figures that are currently unavoidable:
| User name | Main platform | Thematic | Estimated followers |
|---|---|---|---|
| gicelyrafaelaa | Lifestyle, Family, Humor | 3,7M | |
| Eibrunocorrea | Instagram, Twitch, YouTube | Gaming, Everyday life | Variable (YouTube/Twitch: major) |
| Sofiaespanha | TikTok, Instagram | Dance, Lip-sync, Variety | 1.8M (Instagram), >1M (TikTok) |
| Dreicon | Music, Daily life | 600k | |
| Nat.villaschi | Lifestyle, Body positive, Humor | 830k | |
| Mah_tavaress | TikTok, Instagram | Beauty, Good Deals, Partnerships | 13.2M (TikTok) |
| CanalCanalha | YouTube | Entertainment, Sketches | 21M |
| Welove | Travel, Couple | 440k | |
| Tacielo | YouTube | Entertainment, Couples videos | 3,5M |
| Laisbianchessi | Music, Lifestyle | Estimated: several hundred thousand |
Each profile illustrates a niche or strategic segment: CanalCanalhafor example, has established itself as a benchmark in entertainment with over 21 million subscribers on YouTube, while Mah_tavaress explodes the beauty sphere via TikTok. This panorama underlines the constant attention paid to new viral formats: short videos and collaborations between influencers have become essential to maintain attention, as also confirmed by the last major study on authenticity in 2025.
- Mixed content strategies (sketches, vlogs, challenges) to increase audience retention.
- Regular collaborationsthe network effect accelerates follower acquisition.
- Promoting local valuesa differentiating factor (positive body, cultural diversity, etc.).
B2C companies in the lifestyle or beauty sectors thus favor very specific action plans depending on the type of talent: micro-influencers play a key role in authenticity, while mega-influencers create large-scale campaigns. This strategic choice is supported by detailed results analyses, such as those proposed in this article on the rise of micro-influencers.
The link between influence and Brazilian culture is also expressed through lifestyle, the valuing of families and the celebration of optimism, which shine through in much of the content from the selected designers.
Focus on the values of Brazil's new designers
In 2025, commitment is no longer enough: authenticity has become a selection criterion for brands and audiences alike. Many Brazilian influencers, such as Nat.villaschi or the duo WeloveTheir legitimacy is built on transparency, diversity and the daily sharing of sincere experiences. Humor, body positivity and family closeness are recurrent themes in the communications of the designers mentioned. Commercial partnerships are also becoming more coherent, with more selective and well-considered collaborations.
It is also worth noting the growing role played by nano-influencers in Brazil, as explained by the reference resource for marketingThe aim is to get closer to our customers and involve them in micro-communities.
- Authentic exchanges: unfiltered stories, behind-the-scenes.
- Promotion of causes or values, particularly in the positive body or sense of local belonging/regionalism.
- Enhanced interactivity with subscribers, through Q&A, spontaneous lives or personalized comments.
This specific positioning enables the Brazilian market to stand out on a global scale, offering an ideal testing ground for new campaign concepts and unprecedented modes of community engagement.
Winning strategies for Brazilian influencers: synergies, formats and brand partnerships
The success of Brazil's key influencers in 2025 depends as much on their creativity as on the strategic finesse of their collaborations. The professionalization of the sector is giving rise to hybrid formats: the influencer becomes ambassador, product co-creator or community leader. The example ofEibrunocorreaPlayStation ambassador, illustrates this shift from classic influence to positions of partner of excellence - a model that can be exported to luxury and beauty, as demonstrated in this sector study.
Against this backdrop, several strategies stand out among Brazil's leaders:
- More and more video formatsBetween TikTok and Instagram Reels, short videos are becoming the norm for rapid engagement.
- Immersive storytellingcreators share real slices of life, like the family sketches in gicelyrafaelaa or the couple's road trip Welove.
- Co-branding and capsule collectionsIncreasingly, influencers are being integrated into the product creation process with partner brands.
The table below illustrates the diversity of these strategies by profile:
| Influencer | Type of partner | Preferred format | Added value |
|---|---|---|---|
| Mah_tavaress | Beauty and cosmetics brands | TikTok, Instagram coupon codes | Good deals, virality |
| Dreicon | Music labels, artists | Clips, behind-the-scenes | Authenticity, artist's life |
| CanalCanalha | Tech brands, video games | Sketches, gaming lives | Entertainment, humor |
| Nat.villaschi | Sport and wellness brands | Stories, challenges | Body positive, humor |
| Welove | Tourism, hotels, lifestyle | Harmonized Instagram feed | Travel, inspiration |
The success of these influencers depends on their ability to combine closeness to the audience with commercial effectiveness for their partners. Brands are rethinking their approach: they accept self-mockery, open up to the unexpected, while delegating part of the narrative to the creator, which reinforces the perceived authenticity of campaigns.
- Adaptation to artificial intelligence for real-time engagement data analysis.
- Building communities around shared values: the example of the couple Tacielo which involves the whole family in its content.
- Set up synergies with other profiles, maximizing cross-visibility in co-creation campaigns.
The study of the key role of micro-influencers (see this article on the micro vs macro-influencer duel) is also inspiring new strategies in 2025: some brands are deliberately investing in ultra-segmentation, preferring depth of engagement to sheer mass of audience.
New audience relays and interactivity: democratizing brand awareness
Complementing these strategies, it appears that the phenomenon of live streaming and ephemeral stories continues to grow in Brazil's most dynamic markets. Family inclusion, collaborations with other creators, or regular audience participation via Q&A all contribute to strengthening loyalty. These trends are documented in cutting-edge resources such as professional coaching for influencers.
- An emphasis on spontaneity, far removed from traditional advertising formats.
- Crisis communication management: greater transparency in the event of bad buzz.
- Creation of original events (live performances, virtual concerts, community challenges) to unite audiences.
Many of the most successful campaigns are based on the co-creation of concepts that break away from traditional codes: virality, humor, creativity and emotional closeness are the pillars that structure success in Brazil in 2025. This dynamic encourages the emergence of new vocations and creates unsuspected relays of influence with more specific audiences.
Brazilian influencers: new cultural challenges and emerging trends in the digital market
Our analysis of the key Brazilian influencers of 2025 goes beyond mere numbers: it sheds light on the evolution of digital culture in Brazil. Unlike other, more standardized markets, Brazilian content creation is characterized by its optimism, its constant recourse to interaction, and a wide variety of narrative forms. This originality attracts international brands looking to capitalize on the dynamism and creativity "made in Brazil".
- Globalization of audiences: Many Brazilian influencers reach out to an international community, benefiting from global partnership opportunities.
- Editorial maturity : The advanced scripting of videos, professional image management and rigorous selection of collaborations mark the end of dilettantism.
- Focus on ecology and social responsibility: Several profiles are now committed to promoting responsible behavior, a new trend shared with other markets in 2025.
In this respect, the initiatives studied in this analysis of the link between ecology and influence are finding their full meaning: Brazilian designers are becoming the bearers of more global values, helping to set new standards in digital communications.
| Key indicator | Main trend | Impact on campaigns |
|---|---|---|
| Globalization | Multilingual audience, international partnerships | Access to global budgets, increased demands |
| Responsibility | Taking a stand on social/environmental issues | Enhancing brand image, building loyalty |
| Format | Immersive video, interactivity | Highlighting storytelling, record engagement rates |
The Brazilian influencer market also remains a laboratory for new modes of expression, drawing inspiration from festivals, music and collective social experiences. This vitality is reflected in the "coup de cœur" campaigns that are already inspiring global agencies, as illustrated by this regional comparison between Mediterranean and Brazilian markets.
- Mix local and global content to reach a diverse audience.
- Role of children and families: growing involvement of young people, see this study on junior influencers.
- The rise of the live shopper: audiences are looking for direct interaction to buy with confidence.
The musician's trajectory Laisbianchessifor example, highlights the importance of cross-posting and authentic storytelling. At the same time, the rise of responsible content and educational information is paving the way for an increasingly mature and diversified influence.
Regulatory developments and supervision in Brazil
While the development of Brazilian influencers is attracting a growing number of brands, it is also calling for reflection on the professional framework. The structuring of the profession inspires recommendations for all stakeholders, to guarantee transparency, legality and a positive impact, along the lines developed in this reference report.
- Regulation of partnerships, mandatory disclosures, fight against fake followers.
- Supporting families, raising awareness of the need to protect minors active on the networks.
- Resources to help brands and influencers structure their relationships.
The emergence of the Brazilian influence market is opening up new areas of opportunity, both for local companies and for international players keen to innovate, co-create and unite around shared values.
FAQ on Brazil's must-have influencers in 2025
- What is the typical profile of Brazilian influencers in 2025?
Brazilian influencers are characterized by their closeness to the audience, the diversity of their content (humor, music, lifestyle, gaming) and a great ability to engage over time thanks to authenticity. - Why focus on collaborating with micro-influencers in Brazil?
Micro-influencers cultivate a close, sincere relationship with their followers, which optimizes engagement and conversion, especially for campaigns with a strong local dimension. - How will brands integrate influencers into their strategies in 2025?
They exploit cross formats (video, stories, lives) and multiply collaborations, while promoting designers in the development of capsule collections or co-branded products: a detailed mechanism on ValueYourNetwork. - What are the main risks of influencer marketing in Brazil?
Among the risks identified: crisis management, partnership transparency, regulatory compliance and the fight against subscriber fraud. The report frames these issues in depth. - What are the major trends for the years ahead?
The rise of interactive formats (live streaming, Q&A) and engaged content (ecological, societal), which transform influence into a space for reflection and co-creation between creators, brands and communities.