In an increasingly digital world, the power to influence opinions on social media has an ever greater impact on society at large.

In the past, only a small group of artists and journalists dictated the big fashion trends and were considered major opinion makers by the media. In this new digital age, ordinary people help to influence thousands around the world.

The democratisation of the internet has given a voice to anyone with the knowledge to use the available platforms to spread their content and thereby become celebrities of the digital world with great media power.

Digital influencers are people, characters or groups who gain great popularity on social media. These influencers create a wide variety of content that ends up generating a large number of fans who follow their activities with great interest and eventually share them with others.

These internet celebrities stand out for producing highly interesting and relevant content for their blogs and for social networks such as Instagram, Facebook, YouTube and Snapchat, allowing them to reach a large number of people quickly. Through creative content for the most diverse audiences, they manage to capture the attention of a great many followers.

Digital influence is one of the main trends in communication and is growing at a rapid pace; it is currently an important component of companies' digital marketing strategies, alongside search engine and social media advertising. With a very encouraging conversion rate, it manages to stand out from other media.

According to a study published by Nielsen and Burst Media, in 2016 influencers already accounted for 30% of companies' marketing and advertising investment. Another study, by Nielsen Catalina Solutions, indicates that this type of strategy delivers up to 11 times more return on investment when used in cooperation with other media.

Today, highly prominent digital influencers achieve success because, in addition to creating relevant content, they manage all their channels across the most diverse platforms in a way that is highly targeted to their audiences and very consistent, with great regularity so that their followers stay connected and keep their interest.

Fábio Jesuíno