Who is Esther Melo?

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Esther Melo: Capturing Motherhood and Fitness with Color and Candor

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Esther Melo is a Brazilian digital creator based in the United States, where she shares her day-to-day life as a mother and wife with raw honesty and visual elegance. Her audience is drawn to her deeply personal posts about motherhood, particularly those documenting her pregnancy and family milestones. Unlike most lifestyle creators, Esther often incorporates her real-life transitions—such as childbirth or her children's growth—into her storytelling, giving followers a sense of continuity and intimacy. Her voice is consistent across platforms: warm, sincere, and rooted in lived experience.

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What sets Esther apart is how she integrates fitness into her identity as a mother. Rather than offering aspirational routines, she shares accessible workouts designed for women balancing family and self-care, often filmed in her home environment. These glimpses into her post-partum health journey resonate with other young mothers looking for relatable role models. Her visual style remains clean and bright, often emphasizing natural lighting and soft-toned aesthetics that match her brand’s emotional appeal.

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Esther is not only a content creator but also a savvy collaborator with niche Brazilian brands like Gocase and Glam. Her product placements never feel forced—instead, they are embedded in casual moments like gift-giving to her family or setting up her baby’s room. This authenticity has made her a go-to for beauty and parenting brands seeking emotionally-driven engagement. Rather than doing product reviews in isolation, Esther contextualizes every partnership within her personal narrative.

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She also uses her platform to normalize the emotional highs and lows of motherhood. From tearful birthday reflections to humorous toddler chaos, her content invites her audience into her life without filters or pretense. This transparency builds trust, especially among younger Brazilian mothers navigating similar stages of life abroad. Esther isn’t just documenting her life—she’s archiving an evolving journey of womanhood, motherhood, and resilience.

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An Influencer Active on Social Media

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Esther is active across three main platforms: Instagram, TikTok, and YouTube—garnering over 2 million followers in total, with Instagram as her primary content hub.

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Esther Melo's Social Media Strategy Analysis

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Instagram: Where Motherhood Meets Visual Storytelling

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Esther Melo’s Instagram is the heart of her digital presence, with 1.3M followers and an average engagement of 21.9K. She posts daily at 9PM, often spotlighting raw and intimate family moments—such as her pregnancy journey and playful snapshots with her children. Her highest-performing posts, like the pregnancy announcement that reached 2.2M views, showcase vulnerability paired with aesthetic finesse. Her strategy revolves around real-time glimpses into motherhood, avoiding heavily staged content in favor of emotionally resonant storytelling.

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Despite a slight monthly follower dip (-0.41%), her consistent 16 posts per month help maintain audience connection. Her visual palette is warm and soft, complementing the emotional tone of her captions. Rather than over-relying on trends, Esther centers her narratives around daily life updates, creating a sense of familiarity and trust. Collaborations—like with Gocase and Glam—are seamlessly woven into this personal timeline, often linked to her actual experiences as a mom.

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She also makes strong use of child-focused storytelling, allowing followers to witness milestones like her son's embrace of a newborn sibling. These life updates feel journal-like, making her followers feel like insiders. Her captions often lean into personal reflections, avoiding generic motivational language and instead offering heartfelt commentary or dialogue from real events.

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Esther’s top-ranking placement in Brazil’s Outfits & Styling category (#82) also reflects her ability to merge motherhood with fashion. Her looks often appear practical yet polished, showing how style adapts through pregnancy and parenthood. She rarely tags luxury labels, instead choosing accessible pieces that fit her everyday mom-life aesthetic. This relatability strengthens her connection with women navigating similar life stages.

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• Username: @estherrmelo
• Influence Score: 83/100
• Followers: 1.3M
• Activity: 16 posts/month
• Engagement Rate: 1.66%
• Growth: -0.41%
• Average Engagement: 21.9K
• Posting Habits: Everyday at 9 AM EST

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TikTok: Dormant but Packed with Potential

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On TikTok (@estherrmelo), Esther has accumulated 605.1K followers and over 1.1M likes. However, her activity on the platform has been inactive for nearly two years. While dormant, her account still retains a substantial audience and could serve as a strong reactivation channel if revisited strategically. TikTok’s format could be a natural fit for her dynamic personality and storytelling, especially around fitness routines, motherhood hacks, or quick lifestyle vlogs.

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Despite the lack of recent posts, the account’s follower base remains intact, suggesting that her past content left a strong enough impression to sustain interest. Her inactive status does hinder her engagement and influence score, which sits at just 7.2/100, but the potential for re-engagement is considerable, especially if she revives the channel with short-form updates around her evolving life.

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• Username: @estherrmelo
• Influence Score: 7.2/100
• Followers: 605.1K
• Activity: Inactive (0 posts/month)
• Engagement Rate: 0%
• Growth: -0.27%
• Average Engagement: 0
• Posting Habits: Once a year at 12 PM EST

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YouTube: A Formerly Active Home for Long-Form Content

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Esther’s YouTube channel (@EstherMelo) has 164K subscribers and a solid library of over 150 videos. It once served as her primary outlet for more in-depth content—fitness videos, vlogs, and family updates. Like her TikTok, it has been inactive for about two years, yet still draws organic attention. Her bio reads “What’s up guuuuuuys?!”, reflecting the casual and approachable tone that made her popular in the first place.

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The channel’s design and banner suggest high production value and a well-defined identity, though analytics show 0% engagement and growth over the past 30 days. This again points to untapped value—her previously invested effort and audience loyalty could make relaunching her YouTube channel a smart strategic move.

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• Username: @EstherMelo
• Influence Score: 19.5/100
• Followers: 164K
• Activity: Inactive (0 videos/month)
• Engagement Rate: 0%
• Growth: 0%
• Average Engagement: 0
• Posting Habits: Once a year at 8 PM EST

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Esther Melo's Social Media Influence Summary

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Esther holds a Favikon Influence Score of 83/100, driven almost entirely by her Instagram performance. She ranks in the top 1% for Outfits & Styling in Brazil, showing her resonance with the fashion segment. She also lands in the top 3% on Instagram Brazil and top 4% worldwide, reinforcing her authority as a lifestyle creator. While TikTok and YouTube do not contribute to her rankings due to inactivity, her past performance on those platforms still reflects long-term influence.

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Learn more about the Favikon Methodology here

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Content Strategy: Family First, Fitness Always

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Esther’s content strategy centers around motherhood, emotional storytelling, and vibrant visual aesthetics. Her top-performing posts consistently feature personal, unscripted moments—hugging her children, decorating for holidays, or reflecting on the changes of motherhood. The key to her success is not just relatability but her ability to express vulnerability while maintaining an aspirational tone.

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Reachability & Partnerships

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Esther is highly reachable and brand-friendly. Her content is safe, bright, and minimal in political tone, making her suitable for family-focused campaigns. With brand collaborations featured at least 14 times with Gocase, and notable engagement from Glam and Trio Produtora, she has demonstrated a consistent and professional approach to partnerships.

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Her presence in the top 1% for styling influencers in Brazil positions her well for fashion, maternity, and wellness collaborations. She would also be an ideal fit for storytelling-based brand initiatives or personal care campaigns targeting mothers. Her reach spans both Brazil and the U.S., making her a bilingual asset in cross-market brand activations.

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Conclusion: Esther Melo’s Influence Lies in Her Sincerity

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Esther Melo has carved a unique space in the lifestyle and motherhood niche by leading with vulnerability and vibrancy. Her Instagram is an ongoing love letter to family life, while her dormant YouTube and TikTok channels hint at untapped potential. Though she’s taken a step back from other platforms, her core community remains active and loyal.

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