Brazil's podcast market becomes fertile ground for influencer marketing

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ABC da Comunicação | 20 March, 2024

Brazil is the third-largest podcast-consuming country in the world, behind only Sweden and Ireland, according to IBOPE and Statista research. To take advantage of this market's growth, INFLR, a pioneering adtech in influencer marketing, is launching Podcast 2.0. Recently, in a campaign developed for AVON on PodDelas, one of Brazil's most popular podcasts, Inflr's strategy achieved a remarkable increase in recurring listeners. The average was 278,000 people, but after adopting the Inflr model, this number rose to more than 467,000, practically doubling it.

The new offering seeks to maximize brand presence in crossmedia, using techniques such as storytelling and remarketing in podcasts, as the name suggests, to attract the interest of an audience that in Brazil alone totals around 30 million listeners. According to one of the country's leading influencer marketing experts, Thiago Cavalcante, CSO and founder of Inflr, there is a lot happening in the podcast market, but the secret for brands to make the most of this channel is to use it as a means, not an end. “Today, we see how relevant podcasts are, and that's why we developed a solution so brands can take advantage of the large audience this medium offers,” explains Cavalcante.

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