Virginia Fonseca Has Millions of Followers; What Makes a Brand Choose an Influencer?

Globo

Lean Right

Factuality

Ownership

With an audience that exceeds 50 million followers on Instagram, Virginia Fonseca has turned social media exposure into a far-reaching business. The size of this audience, however, does not mean that the influencer is automatically a choice for all advertising segments. Behind the scenes, other factors come into play, such as reputation, exposure history and how a personality is associated with a company's values.