the most challenging part of the influencer’s job is adaptation

the most challenging part of the influencer’s job is adaptation

Influencer and entrepreneur explained how it is related to brands and how it was their entry into Metaverse

Lucas Rangel is 25 years old and has an empire at his feet. Considered one of the “dinosaurs of the internet,” the influencer began his Internet career on the Vine app in 2013 and has since stayed on top in terms of engagement and visibility.

Throughout his career, the influencer has participated in a variety of advertising campaigns, including Coca-Cola, Next, Americanas, Sadia and many others.

Currently, Rangel has overcome internet barriers and become an entrepreneur, with the right to even have a building under construction for his office, LR Content, in addition to having entered Metaverse with his avatar, Luks.

At PROPMARK, he tells how he started his life on the Internet, his relationship with brands, the transition between networks and the change from influencer to entrepreneur.

You are one of the first digital influencers to emerge in Brazil. What has changed in these years of career?
Well, I think what has changed over the years in the general context of the internet is the amount of people producing content. So, the market, the profession has grown a lot and at the same time, I think the hatred has grown. As a result, people are more critical. People sometimes like to give an opinion that no one has asked for and, in short, it is a job that we will always be open to. But overall, I think this has changed a lot in the market. The amount of people who consume and create as well.

When and what was the first advertising campaign you did?
The first advertising campaign I did was in 2014, at the time of the World Cup, Vine still existed. It was a campaign I did on a panel on the social network and it was for a soda brand.

What to consider when starting a partnership or advertisement with a brand / company?
Look, I think the key and crucial thing is that you have a connection to what you’re promoting. I think it’s essential to be a consumer of the product that promotes and influences other people to use, buy, and so on. I have seen many cases where the person does not consume what he is trying to push and I think it is absurd. Because if you yourself don’t believe in what you promote, how will others believe it ?!

How do brands reach you? Is there an agency or platform that covers your detachment with brands? How does this work?
Brands reach me in a variety of ways, many via email, and many directly through my agency, LR Content, which also cares about other influencers. So, often brands come through my own agency, either by calling my manager directly, by calling LR directly or by email.

Are you involved in campaign creation? Writing, production, etc.
Yes, I participate 100%. I’m the person who likes to give feedback, I’m a perfectionist and every time I have a job, whether it’s doing a reels or an entire campaign with stories, reels, videos on the channel and so on. step because you believe that if you are a creator, you have to be involved when producing advertising content. Also because no one better than you knows how to build this organically from your own audience.

Do you have a brand that you want to live with? If so, which one?
Let me think … I don’t know, do I? I guess, I don’t know, Balenciaga, that I’m a big fan. Or maybe Apple, which is a brand that I really admire in the advertising market. Others think I’ve already done it all, lol.

Of all the advertising work you’ve done, which one do you enjoy the most?
Look, I have several jobs that have been marked in my career. Some of them went with Disney, about the opportunity I had to go to Pixar, to learn how to produce animation, to watch movies before they were released. At the invitation of Coca-Cola, I went to the Avengers Endgame Premiere when it was released, I met the actors, I saw it up close, even Miley Cyrus was still there and I took a picture with her. So there are experiences that money can’t buy and that work allows you to survive.

Increasingly, new social networks are appearing. How important is it to adapt to them? How to do it?
I think the most challenging and essential part of the creator’s and influencer’s work is adaptation, because the internet is a very fast medium. I think it’s something that people can’t even think of “creating a TikTok?” As I believe people two years ago should be asking. And then, cut to what we live for, where TikTok reigns and those who have not adapted to this network have been left behind.

I do it organically, because because I really enjoy my job, it doesn’t take much effort, you know? I like to adapt. I like to learn new things, try new things, create different content. And that is already part of my essence on the Internet.

In addition to being an influencer, you have also become a great entrepreneur. How did this happen? At what point in your career did you decide to take this step further?
It happened organically, it was a natural process. There wasn’t a moment, I think, that I decided to take that step. From the moment I created my company and it evolved and we started managing new people, curating brand campaigns, I found myself in this lot and became Lucas Rangel, entrepreneur, creator, artist, all at the same time.

How does it look like a brand?
I see myself not only as a brand, but as a company. So, actually, I wear the shirt a lot, even more so now that we’ve built the headquarters building, we’re going to expand into the market. Today, I imagine not only Lucas Rangel, but also LR Contents. I always imagined myself as a brand and not a personality. So they are also a brand not only used by the brands but also a brand.

What would be the best definition of the Lucas Rangel brand?
Well, I think it’s a solid brand because I’ve been in the market for almost ten years and it continues to create, grow, reinvent. I think it’s an innovative brand, which is always on the lookout for innovation, being in places where no one is there yet and discovering fields that haven’t even been explored. A fun brand, I like to be linked to the word fun, because that’s what I hope people find in most of my content, fun in general.

You went into the metaverse for the first time with Luks. Why and how did you decide it was time to invest in this?
I followed it and saw that it was a global trend. I studied a lot in the metaverse, on the avatar, on the metaverse itself and so on. From there, I wanted to understand which model would be ideal to bring this trend to Brazil. The metaverse for me is the internet, just the immersive internet, the internet that we can get inside and not just access. I wanted to innovate, I wanted to bring something new and I said “guys, I think the time is right for us to bet on this”.

Do I think the metaverse can be a viable Creative Economy model?
As it is in the emergency phase, it is still a model that has a very high cost, but I believe that in a year, two years, this will be very democratized, where people will have the platforms to be able to create their avatars. , Use the locations, access the locations with them in a way that will be much more viable than it currently is. So, one day accessing the internet, having the internet at home, having a computer was something very inaccessible. Similarly, he believes that the metaverse will gradually become accessible to all.

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