05/11/2025
What does it really mean to work as an influencer in Brazil?
In her report for UntoldMag, Jéssica de Almeida looks beyond filters and sponsorships to reveal the precarious labor that sustains Brazil’s booming creator economy, one of the largest in the world.
For influencers like Luan da Silva, being “online” is a full-time job: planning, filming, editing, posting, and constantly engaging with followers. “I call myself a multi-artist,” he says, “but this is work, every single day.”
Researchers describe this phenomenon as the platformization of work, the reorganization of labor through digital infrastructures that mediate, monitor, and profit from users’ activity.
As Nina Desgranges of the Institute of Technology and Society (ITS) explains, “Content creators can be classified as platform workers and, more specifically, as cultural workers in the platform economy.”
Brazil now ranks first worldwide on Instagram and second on TikTok and YouTube in number of influencers but behind these figures lies an unregulated economy. Creators depend on opaque algorithms that determine their reach and income, without transparency or recourse when visibility plummets.
Some legal efforts are underway. The proposed Bill 2630/2020- the Internet Freedom, Responsibility, and Transparency Law- aims to regulate platforms like Meta, Google, and TikTok, focusing on misinformation and hate speech. But it could also open the door for long-overdue protections for digital creators: data transparency, fair monetization, and intellectual property safeguards.
As Luan reflects:
“This profession can transform our lives, but beyond specialists, we, and especially Gen Z, need to be heard and commit to this debate.”
De Almeida’s piece situates influencers not as glamorous outliers, but as part of a broader workforce shaped by algorithmic control, invisible labor, and cultural production.
It challenges policymakers, platforms, and audiences to recognize digital creators as what they are: workers, deserving of rights, regulation, and respect.
🔗 Read Brazilian Influencers: We Are Precarious Workers Too! by Jéssica de Almeida on UntoldMag.
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