Datafolha: Luccas Neto is the best child influencer – 06/28/2023 – Tech

At the end of 2021, an article published by “Diário de Notícias” made an impact in Portugal. Children in the country would be losing the typical Lusitanian accent and starting to speak like Brazilians. The main suspect for this change? Luccas Neto, who is successful here and there with his children’s content channel on YouTube.

He was appointed by Datafolha as the main digital influencer when it comes to the world of children. The 31-year-old from Rio had 17% of mentions, ahead of Xuxa (11%) and his older brother, Felipe Neto (4%).

The boy is especially popular with women (19%), young people between 16 and 25 years old (24%) and people with a higher education (19%). Classes B (17%) and C (18%) are its domain, as well as the Northeast and South regions (20% in both).

But it is important to say that Luccas is the champion in almost all sections of the population. Xuxa only surpasses him in the preferences of class A, where she scores 19%, and he, 12%.

The Luccas Neto phenomenon deserves to be studied, as it is a very rare case of lightning striking twice in the same place: the Engenho Novo neighborhood, in the north zone of Rio, where he and Felipe were born and raised.

Luccas has 39.2 million followers on Youtube, 10.8 million on Tik Tok and 5.6 million on Instagram. Felipe, on the other hand, boasts even greater numbers: 45 million on YouTube, 17 million on Tik Tok, 17.2 on Instagram and 16.4 on Twitter, a social network that is rarely frequented by minors.

When he launched himself on the internet, in 2014, Luccas tried to imitate his brother, who was already known for controversial videos. But his Hater Sincero channel was short-lived and still earned him a defeat in court. He was sentenced to pay BRL 40 thousand to the influencer Viih Tube for having offended her.

A decisive route adjustment came in 2017, with the creation of the producer Luccas Toon. The new company, aimed at children, was an immediate success on YouTube. But the criticism did not take long either: the channel was accused of promoting consumerism and excessive consumption of sweets and industrialized foods.

In early 2018, a new adjustment: the production company started to prioritize educational videos and choose sponsors with more criteria.

Today the company also handles product licensing, live show production and book publishing, and has a team of psychologists and pedagogues who oversee everything that bears its brand. Launched in 2018, the book “As Aventuras em Netoland” sold 54,000 copies.

Videos that made Luccas Neto famous, like the one he fills a bathtub with Nutella, were replaced by feature films that were hugely successful. He has produced and starred in 18 films, released on digital platforms. On July 6, he opens in theaters with “The Adventurers – Inception”.

Luccas has been married for six years to actress Jessica Diehl, now known as Jessi Neto. The couple have two children, both named after characters from the “Star Wars” franchise: Luke, born in 2020, and Anakin, who arrived in April.

The influencer was contacted to give an interview for this article. He, however, claimed lack of time and just thanked for the research, saying he was very happy with the result.

The Datafolha survey was carried out between May 2 and May 9, 2023, with 1,500 online interviews. The margin of error is plus or minus 3 percentage points.