Carnival is more than just a party: it's a cultural spectacle that moves millions of people and billions of reais across Brazil. For brands, it's a showcase to position themselves creatively and connect with consumers beyond the Rio-São Paulo axis. After all, Brazil's biggest popular festival takes place in different regions of the country.
In 2024, for example, Belo Horizonte, in Minas Gerais, and Salvador, in Bahia, attracted an additional 5 million and 3 million people, respectively. The data comes from the Ministry of Tourism. “Brands should take advantage of cultural events with national reach to expand their market. And, in this sense, nano and micro creators can act as local ambassadors, translating the brand identity to different audiences and making communication more authentic and closer to the reality of each region,” analyzes Rapha Avellar, CEO and founder of BrandLovers.
According to mapping done by BrandLovers, nano and micro creators were identified in all 27 federative units of Brazil, with the main destinations for carnival-goers concentrating 58% of the more than 220,000 content creators registered on the platform. "We have creators working in Bahia, Minas Gerais, Pernambuco, Rio de Janeiro, Santa Catarina, and São Paulo, just to name a few," says Avellar.
Moreover, BrandLovers investigated the niches in which these creators operate, since the carnival season presents a great opportunity for brands in the Beauty, Fitness, Fashion, Food, and Beverage sectors. After all, cross-referencing the location data of creators and their niches contributes to a more efficient strategy when promoting a brand on important dates, such as Carnival.
In Recife, for example, 59% of creators focus on beauty-related content, while in Florianópolis the majority focus on fitness topics (60%). In Fortaleza, more than half of the creators address fashion-related themes, and in Salvador, almost 30% of creators talk about food and drink.
Ultimately, what does all this data mean for brands? It demonstrates that there is a great opportunity for companies to activate hyper-segmented and regional campaigns, leveraging the potential of influencers who have an authentic connection with their local audiences. “Our country is diverse, and Carnival reflects this plurality. A well-planned strategy should include creators who represent this diversity and can convey the cultural essence of each region,” analyzes Rapha Avellar, CEO and founder of BrandLovers.
How can you use creators to maximize the impact of Carnival campaigns?
The secret to successful Carnival campaigns lies in leveraging the authentic influence of creators. Some of the main ways to use nano and micro creators in your marketing strategy are:
- Local activations and real-time coverage: creators can share authentic experiences from street parties, private events, and themed events, generating immediate engagement for brands.
- Promoting products and services relevant to the festivities: segments such as fashion, beauty, tourism, and food benefit from presenting specific solutions for Carnival, whether through makeup tutorials, outfit tips, or recommendations for bars and restaurants.
- Participation in brands' media mix: nano and micro creators offer a more humanized and audience-focused approach, complementing traditional and digital media influence strategies.
- Challenges and viral campaigns: creating challenges on TikTok or Instagram with nano and micro creators can boost the reach and engagement of campaigns.
The importance of local creators for brands
The key difference between nano and micro creators lies in their close relationship with their audiences. Because they are more niche-focused, they can genuinely engage their followers and deliver superior results in highly personalized campaigns. Furthermore, these influencers act as true cultural ambassadors, connecting brands to the habits and values of different regions of Brazil.
Ultimately, Carnival is about connection, culture, and identity. Brands that know how to strategically leverage this, relying on authentic and regional creators, will not only expand their presence but also create memorable and impactful campaigns.
