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The Expansion Of Internet Access And Intensive Use Of Social Networks Reposition Communication As Strategic Competence, Leading Traditional Professionals To Transform Technical Knowledge Into Content To Strengthen Personal Brands And Generate New Business
The consolidation of the internet in Brazil is promoting a structural change in the job market. Data from the TIC Domicílios 2024 survey, released by Cetic.br, indicates that 86% of Brazilian households already have internet access, the highest rate since the beginning of the historical series in 2015. Currently, the country has almost 160 million connected users, with 80% using social networks regularly, achieving nearly universal access in classes A and B, which reach 99% and 95%, respectively.
This technological advancement directly alters hiring criteria and professional visibility. Increasingly, companies and clients assess digital presence, clarity of communication, and online authority before establishing partnerships. Therefore, the number of freelancers and small entrepreneurs investing time and strategy in content production for digital platforms is consistently growing, integrating promotion and career.
Content Production Begins To Boost Careers
In this context, a study conducted by Flint, in partnership with Galaxies, released in 2024, indicates that 77% of Brazilian professionals are already producing content to boost their careers or businesses. Additionally, 41% say mastering the so-called “creator language” is crucial for professional success, which highlights a profound change in how reputation is built in the market.
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Thus, digital communication has ceased to be a differentiator and now occupies a central role in professional trajectories. According to Flint, this skill is particularly relevant for those seeking career transitions, additional income, new forms of remuneration, and greater stability, both in physical and digital environments.
The Emergence Of The Concept Of “Influprofissional”
This movement gave rise to the term “influprofissional”, adopted by Flint to define professionals such as lawyers, doctors, architects, and engineers who convert technical knowledge into accessible content. The goal, therefore, is to attract clients, strengthen personal brands, and expand business opportunities, without relying on the traditional influence model based on celebrities.
According to Christian Rôças, CEO of Flint, it is not about digital public figures, but specialists who use content as a natural extension of their careers. For him, the research shows that the language of networks has become transversal to all professions, and those who learn to master it can consistently differentiate themselves in the market.
Valued Skills And Identified Barriers
The study by Flint and Galaxies also mapped the main competencies valued by professionals. Among the respondents, 85% point to creativity and idea generation as priority skills. Furthermore, 72% show willingness to invest in courses and training, while 63% seek to improve time management and productivity. Already 62% wish to enhance writing and communication, reinforcing the centrality of content.
Despite this, there are still significant obstacles. The research indicates that 40% report fear of judgment, 38% face technical difficulties with platforms, 36% mention shyness or aversion to exposure, and 34% perceive low initial return in engagement or monetization, which limits the adoption by some professionals.
Social Networks As Business And Networking Space
When asked about what they value most on social networks, 32% of respondents highlight qualified networking. Following that, 27% mention organic reach, while 26% assert that creating content broadens business opportunities, consolidating digital platforms as strategic environments for professional relationships.
Brands Keep Up With The Professionalization Of Content
Large companies are already observing this movement. Porto, for example, has started investing in the digital training of brokers. The company’s marketing superintendent, Oliver Haider, stated on the Mídia e Marketing program that brokers have become a content factory, enhanced by the use of artificial intelligence and integrated into the creator economy.
Similarly, Natura has advanced in this process by launching the “Creators of Beauty” program, aimed at the professionalization of sales through digital influence. According to Tatiana Ponce, an executive of the company, the organization brings together three million consultants in Latin America, and relationship-based sales, whether in-person or digital, continue to grow consistently, as reported in the Mídia e Marketing program.
Given this scenario, the expansion of internet access and the professionalization of content indicate that effective communication has ceased to be just a complementary skill and has become a structuring element of careers in Brazil. In this new market, to what extent mastering the language of social networks can define who stands out professionally in the coming years?
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