On April 16, 2025, Forbes Brasil unveiled its highly anticipated list of the top ten digital influencers, generating significant buzz across social media platforms. The "Lista Forbes Top Creators 2025" showcases a diverse group of personalities who have not only amassed millions of followers but have also made substantial impacts in various sectors.
Leading the pack is Juliette Freire, a multifaceted talent who skyrocketed to fame after winning the reality show "BBB21." Since her victory, Juliette has become a household name, securing a lucrative contract with Globo and taking on the role of ambassador for the streaming service Globoplay. Her popularity is reflected in her staggering 30 million followers on Instagram, making her one of the most followed personalities in Brazil.
Camilla de Lucas, another standout from the list, gained fame through her authentic presence on TikTok and as a vice-champion of "BBB21." With over 9 million followers, she has successfully transitioned into acting, featuring in productions like "O Lado Bom de Ser Traída" and has even co-hosted shows such as "The Masked Singer Brasil." Her journey exemplifies the potential for influencers to cross over into traditional media.
Gessica Kayane, known as Gkay, is not only a digital influencer but also a comedian and entrepreneur. Hailing from Paraíba, Gkay began her career on YouTube and has since launched a successful stand-up tour across Brazil. With more than 20 million followers and a reputation for her vibrant personality, she has also created one of Brazil's largest festivals, the Farofa da Gkay, which brings together artists from various genres.
The Forbes Brasil list also highlights other influential figures such as Christian Figueiredo, Felipe Theodoro, Mari Gonzalez, Mari Maria, Mateus Machado (known as Tettrem), Spider Slack, and Thaynara OG. Each of these creators has leveraged their online fame into various ventures, including business initiatives, book publications, and appearances in television and film.
According to Forbes, these influencers transcend mere follower counts; they engage in lucrative business endeavors and social initiatives. The magazine noted, "They open companies, write books, star in advertising campaigns, and participate in TV shows and films. Despite occasional controversies, they skillfully interpret the zeitgeist, delivering exactly what the public expects from them. They are true phenomena of digital communication."
Mari Maria, for instance, boasts over 50 million followers and runs a successful beauty line, further illustrating the commercial potential of influencer branding. Meanwhile, Tettrem, with 25 million followers, has established the digital broadcaster Nood Mídia, showcasing the diverse paths influencers can take in their careers.
In a world where social media dictates trends and consumer behavior, the impact of these influencers extends beyond entertainment. They have become key players in shaping public opinion and driving engagement across various platforms. As they continue to innovate and adapt, these creators are setting the stage for the future of digital influence.
As the landscape of social media evolves, so too does the role of influencers. With their unique ability to connect with audiences and leverage their platforms for business opportunities, the individuals on the Forbes Brasil list exemplify the changing dynamics of fame and influence in the digital age. Their stories serve as inspiration for aspiring creators and highlight the potential for success in an increasingly competitive environment.
For those interested in the world of digital influence and entertainment, following these creators offers a glimpse into the future of content creation and engagement. As they continue to push boundaries and explore new avenues, the influence of these top creators will undoubtedly grow, shaping the landscape of social media for years to come.
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