Rebeca Andrade wins silver medal among the most influential names in Brazil

After winning gold, silver and bronze medals at the Paris Olympics, Rebeca Andrade has become the second most influential person in Brazil in 2024. The gymnast is second only to Gisele Bundchen in the Brazilian media universe, according to the “Most Influential Celebrities (MIC)” survey by Ipsos. The analysis considers aspects such as engagement on social media and media exposure.

Since 2021, women have been at the top of the rankings, accounting for around 80% of the top 30 names. The top 5 is headed by Gisele, who leads the survey for the second time. In addition to continuing to be a fashion icon, the model’s influence goes beyond the catwalks with the launch of her healthy recipe book.

Second place in the survey goes to Rebeca Andrade, the Brazilian athlete with the most Olympic medals in the country’s history. Liniker, in turn, comes in third place, using her music to celebrate Brazil’s cultural diversity.

Despite not releasing new content, Jout Jout ranks 4th and continues to be a significant reference for many young people, thanks to her videos on feminism, relationships and self-knowledge. Singer Iza ranks 5th and stands out in the Brazilian music scene, in addition to having announced her pregnancy (marked by controversy).

Also reflecting the excellent female performance at the Paris Games, skateboarder Rayssa Leal and soccer player Marta Silva are two other female athletes who appear very well placed in the general ranking of the survey.

Anitta showed growth and went from 86th place in 2023 to 14th place this year. Among the women interviewed, the singer occupies the 10th position, but is not among the 30 most influential names for men.

The rise of digital influencers is also a highlight of the ranking. Names such as actors and comedians Rafael Portugal, Fabio Porchat and influencer Iberê Tenório, the only man in the top 10 of the study, stand out in the attributes of charisma and connection with the young audience.

According to Ipsos, the concept of influence in Brazil has undergone a significant transformation. Consumers are increasingly demanding, seeking celebrities who demonstrate genuine values, engage in social and environmental causes and maintain a true connection with their audiences.

Diversity and inclusion are also increasingly relevant. The preference for healthy habits and a balanced lifestyle also helps to drive lifestyle influencers.

The research also found that platforms such as TikTok, Instagram, YouTube and Facebook have surpassed television as the main sources of information about celebrities, contributing to the transformation in the influencer landscape.

MIC is a pioneering study in Brazil that analyzes the influence of celebrities and digital influencers on different image attributes and their respective alignments as brand spokespeople. In the 2024 wave, 2,000 online interviews were conducted, evaluating 200 celebrities, on 40 attributes, subdivided into nine influence drivers. The margin of error is 2 pp.