Those who visited Bourbon Shopping in Pompeia (west region of São Paulo) in recent days may have been curious about the number of women dressed in a similar way. In the food court, there were several small groups with long clothes —mostly dresses or skirts reaching past the knee—, discreet shoes and long hair. Very long.
In conversation with several of them, it was also possible to notice other similarities: they are all evangelical influencers and talk about hair care and how to keep the volume silky and shiny. They were there to participate in Brasil Influencer 2023, an event that promises to pave the way for becoming a success on social media.
Those who give the tips are a heterogeneous group of speakers, ranging from João Appolinário, CEO of Polishop, to the comedian Tirulipa. With 8.3 million followers, the event’s biggest attraction is Thiago Nigro, also known as Primo Rico (or Maíra Cardi’s husband). Gabriela Sales, or rather, Rica de Marré, who has 5 million followers and talks about fashion and beauty on social media, was another highly anticipated name.
To participate, the cheapest ticket cost R$853 — it was possible to pay in 12 installments. The most expensive, including a box and “access to directors”, cost R$ 2,857 and was sold out, according to the event’s website. However, most of those who were there were invited by Ybera Paris, the sponsoring company whose CEO, Johnathan Alves, created the event together with other brand executives.
One of the groups with which the F5 talked was made up of friends Aline Teles (5,446 followers), Leticia Mendes (5,452 followers), Nubia Mendes (1,735 followers) and Paola Gabriely (857 followers). Noticing the reporter’s curly hair, they immediately try to announce that the brand they are promoting will soon launch a line aimed at this audience.
Kelly de Sousa, another present at the venue, tries to explain the appeal of the event to this very specific audience that filled the Teatro Bradesco during the days of the event. She says she feels empowered by the content she produces for her more than 6,500 followers on Instagram.
In addition to beauty, the young woman also talks about fashion. One of her videos is “get ready with me to go to worship”. “I like producing this type of content because sometimes other believers ask me if such clothes are ok to go to church”, she says.