Internet celebrities are being hired by major brands in the market to join the C-levels, becoming part of the decision-making processes of large companies.
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We have as an example, to illustrate this situation, the former BBB Juliette, who is now a singer and acts as an influencer on social networks. On Instagram alone, she has more than 33 million followers, and now she has also assumed the position of head of innovation for the personal care line of Mondial Eletrodomésticos. However, this is not an isolated case.
Singer and dancer Anitta has been one of the advisers of the digital bank Nubank since 2021. It plays a strategic role in fintech's business, as the brand's own executives said. The determining factors for hiring the singer were her entrepreneurial mindset and her strong presence in the social networks, which also led the artist to conquer the first place of Spotify worldwide with her song Envolver.
Even though many advertisers don't like closing deals on social networks, which was a trend before the pre-pandemic period has now become a reality: people have become powerful vehicles of sale.
The likelihood that followers will buy a product advertised by an artist whose audience is high is higher due to the high identification relationship between fan and consumer, as disclosed by the worldwide platform of influencers RewardStyle+ LTK.
However, the number of followers is not the only relevant factor in making the decision to hire a artist, since the type of audience and metrics of engagement and reach are also considered. According to the consultancy, the conversion rate of people reached by publications is approximately 1.8% on Facebook, 0.86% on Instagram and 0.93% on YouTube.
As per Accenture forecasts, Social Commerce will grow three times faster than traditional e-commerce and will reach $1.2 trillion by the year 2025. Today, purchases made through social networks reach US$ 492 billion worldwide.
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