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Despite being a relatively recent category, digital influencers show exponential growth and significant relevance both in media discourse and marketing practices, disputing these spaces with other notorious figures. The objective of this article is to discuss the ruptures and continuities in the conception and practice of this phenomenon, from a comparative analysis between traditional celebrities and this “new” category of influencers. For this purpose, bibliographical and documentary research was used as methodological resources, besides the observation of brand actions − among them, the endorsement of products by digital influencers. As a result, it is inferred that celebrities arouses public admiration of aspirational character, far from your audience. The key to understanding digital influencers, however, is their close proximity to the common and everyday, positioning themselves very close to their followers.

“Tão famosos que você provavelmente nunca ouviu falar”: uma reflexão sobre a “nova” categoria de sujeitos influenciadores do consumo