Marketing shifts toward niche creators and Retail Media

Marketing strategies are undergoing structural shifts as brands move toward niche communities and retail-integrated media. In the creator economy, influence is increasingly measured by trust and engagement rather than mere follower counts. A HypeAuditor study indicates that in 2025, 60% of sponsored Instagram content was produced by creators with fewer than 50,000 followers, highlighting the rise of micro and nano-influencers. Goldman Sachs projects the creator economy could reach US$ 480 billion by 2027.

Simultaneously, the rise of Retail Media is bridging the gap between digital discovery and physical purchase. While consumers often research products via digital feeds, Nielsen reports that 70% of purchasing decisions occur within physical stores. Brazil is leading global growth in this sector, with eMarketer noting a 42% increase in Retail Media investment in 2024. This trend emphasizes the importance of omnichannel strategies, using in-store digital assets to convert consumer intent into action at the point of sale.