Have you heard of Inorganic Influencers?

Written by Gabriel Fonseca – Global Growth Leader at Scopely and Columnist at TecMundo

In recent years, the digital influencer market in Brazil has undergone a significant transformation. With the popularization of social networks and the increase in online content consumption, influencers have become central figures in the marketing strategies of many brands.

But a new trend is emerging: inorganic effectors. These are profiles that, unlike traditional influencers, do not have an original and organic presence and are usually characterized by the purchase of followers, likes and engagement. So does this market have a future? Below I evaluate the effects, challenges and possible developments of this “new development”.

What are inorganic influencers?

For many brands, the appeal of inorganic influencers lies in their popularity and reach. In a competitive market, the pressure to achieve quick results can lead companies to opt for profiles with inflated numbers, believing that these influencers will provide more visibility and ROI. However, this approach can be short-sighted and counterproductive.

Relying on inorganic influencers comes with risks. First, authenticity is a core value in influencer marketing. Increasingly informed and critical consumers can detect when a profile is not real and can damage the image of the brand in question. Furthermore, the lack of real engagement means that the brand message does not actually reach the intended audience, which reduces the effectiveness of the campaigns.

In the medium to long term, trust in marketing metrics could be shaken. If brands and advertising agencies realize that the numbers offered by inorganic influencers do not translate into real sales or engagement, the demand for transparency and stricter verification methods will increase. This could lead to a restructuring of the market to place greater value on authenticity and trust.

How to identify inorganic influencers?

Technology will play a key role in combating the growth of inorganic influencers. Advanced data analytics and AI tools can help identify suspicious activity and fake profiles. Social networks like Instagram and Twitter already have measures in place to detect and remove fake accounts, but the effectiveness of these initiatives is still evolving.

Alongside technology, regulation can also play a role. Regulatory bodies and advertising associations can set stricter rules and penalties for deceptive practices. Transparency, such as a requirement to disclose sponsored content in partnerships between brands and influencers, can also help reduce the influence of inorganic influencers.

To ensure a sustainable and ethical future for influencer marketing in Brazil, it is essential that brands, agencies, and influencers work together towards authenticity and transparency. Brands should prioritize quality over quantity, focusing on partnerships with influencers who demonstrate real engagement with their audiences. Advertising agencies should invest in monitoring and verification tools to ensure their investments are well-targeted.

On the other hand, influencers need to recognize that building an authentic follower base takes time and effort, but the long-term benefits far outweigh the immediate gains of inorganic practices. In a market where public perception is paramount, the value of trust and credibility cannot be underestimated.

The future of the inorganic influencer market in Brazil presents significant challenges as well as opportunities for positive transformation. By adopting ethical practices and investing in authenticity, the sector can not only survive, but thrive for the benefit of all parties involved. Authenticity, transparency, and trust will be the cornerstones of a more robust and effective influencer market that can produce real and lasting results.