Who is Karoline Coutinho?

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Lore Souza: Empowering Curly Hair Advocates & Beauty Storytellers

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Lore Souza is a Brazilian beauty communicator and lifestyle influencer best known for her advocacy of natural hair. She built her audience by documenting her transition to curly hair, offering not just tips but personal transformation. Her content includes tutorials, honest product reviews, and affirming messages for women embracing natural textures. With over 5 million combined followers, Lore is now a leading voice in beauty and self-acceptance in Brazil.

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What sets Lore apart is the depth of her storytelling—her content is grounded in personal milestones and real emotion. She regularly brings her audience into her life, from the joy of family moments to faith-driven reflections. Her maternal journey has further deepened her influence, making her a key figure in pregnancy and parenting content. This balance of vulnerability and authority has created a tight-knit, loyal community.

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Brands trust Lore for more than reach—they partner with her for resonance. She’s worked with Neutrogena, Soul Power Brasil, Natura, and others that reflect her values around clean, inclusive beauty. Her endorsements feel like advice from a friend, not promotions from a stranger, which makes them more impactful. Whether discussing hair care or skincare, she leads with credibility rooted in lived experience.

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At her core, Lore is a community-builder who empowers through education and empathy. She champions Afro-Brazilian identity, encourages body and hair positivity, and speaks directly to overlooked audiences. Her message is clear: beauty isn’t about changing yourself, it’s about understanding and celebrating who you are. With every post, Lore continues to inspire women to find strength in softness and power in their presence.

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An Influencer Active on Social Media

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Lore Souza’s social presence centers on vibrant beauty tutorials, honest motherhood updates, and empowering curly‑hair narratives.

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Karoline Coutinho's Social Media Strategy Analysis

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Instagram Strategy – Where Connection Meets Celebration

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Lore Souza’s Instagram is her most impactful platform, with over 3.1M followers and consistent content that blends personal milestones with community empowerment. She mixes reels, carousel posts, and written captions to spotlight her motherhood journey, faith, and curly hair advocacy. Her pregnancy content, particularly gender reveal and baby shower posts, gained viral traction—garnering millions of views and heartfelt comments. What sets her apart is the duality of visual storytelling and warm captioning, which invites interaction without relying on trends.

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Her content is highly optimized for emotional resonance—smiling candid shots, pastel aesthetics, and relatable family moments dominate. In a landscape often over-filtered, Lore’s imagery feels authentic and grounded in real life. She utilizes branded partnerships fluidly, often tagging sponsors like Soul Power Brasil and Neutrogena in lifestyle settings. Even in brand posts, the tone remains conversational and inclusive, avoiding forced placement.

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From a metrics standpoint, her Instagram sees 12 posts/month with a 1.92% engagement rate and average reach over 1.4M views. Her consistent posting at 11AM taps into late-night scroll behavior among young Brazilian moms. Despite slight follower decline (-0.43%), her engagement remains stable, signaling deep loyalty from her core audience. Her content style is very safe, cheerful, and minimally political—ideal for family, beauty, and wellness collaborations.

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Visually, Lore uses warm-toned palettes, clean white backgrounds, and subtle props to keep the focus on her narrative. Reels dominate her high-performing content, with captions often posing questions or calls for emotional reaction. She makes strategic use of hashtags and mentions, ensuring discoverability without appearing spammy. This balance between personal vulnerability and professional polish is what sustains her influence on Instagram.

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• Username: @loresouza
• Influence Score: 85/100
• Followers: 3.1M
• Activity: 12 posts/month
• Engagement Rate: 1.92%
• Growth: –0.43%
• Avg Engagement: 60.5K
• Posting Habits: Everyday at 11 AM EST

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TikTok Strategy – Raw Emotion and Hair-Centered Highlights

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TikTok is Lore’s secondary platform, where she’s built a following of 2M by embracing a looser, more spontaneous content style. Here, her most viral moments stem from emotional storytelling, like father-daughter tributes and unscripted family reactions. She balances personal clips with beauty-focused videos, like hair care routines and styling tutorials featuring Soul Power Brasil. Her use of trending audio often aligns with emotionally evocative moments rather than dances or skits.

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Her TikToks typically feature on-screen captions and short video text to improve accessibility and hook viewers immediately. Unlike Instagram, where she leans into visual softness, her TikToks are often more dynamic, with outdoor or celebratory settings. This difference allows her to broaden reach and appear more spontaneous, connecting with TikTok's native culture of rawness. That said, she still maintains aesthetic consistency—color-coordinated backdrops and polished hair or makeup remain present.

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While her activity on TikTok has slowed recently (0.3 videos/week), the engagement per video remains substantial. Videos regularly surpass 2M–5M views with strong likes and shares, despite a lower overall engagement rate (0.35%). This suggests her past uploads continue to perform via TikTok’s algorithmic discovery—even with less recent posting. Her average reach of 85.9K views per month confirms passive visibility remains high.

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TikTok is also where Lore occasionally blends humor with emotion, often playing on surprise moments or nostalgic themes. She uses captions like “No one expected this” to amplify intrigue and hook attention early. While she doesn’t push product mentions heavily here, the occasional brand alignment (e.g., Neutrogena) is still clearly visible. Overall, her TikTok presence remains highly effective, though more irregular than Instagram.

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• Username: @euloresouza
• Influence Score: 81/100
• Followers: 2M
• Activity: 0.3 videos/week
• Engagement Rate: 0.35%
• Growth: 0%
• Avg Engagement: 6.9K
• Posting Habits: ~ once a month at 11  AM EST

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YouTube Strategy – Dormant, But Legacy-Driven

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Lore Souza’s YouTube has over 555K subscribers and 162 uploaded videos but is no longer actively maintained. Her last post was three years ago, and her growth and engagement metrics on this channel are now stagnant. Despite this, her bio and banners are still active, hinting at possible reactivation, especially given her expanded motherhood content. She continues to promote her Instagram and other platforms via links on her YouTube profile.

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During its peak, her YouTube was home to long-form tutorials, hair journey storytelling, and day-in-the-life vlogs. The archived content still resonates for search-driven users looking for “big chop” guides or curly hair care reviews. This SEO-rich base gives her long-tail reach, even without current posting activity. The majority of her audience came to this channel through transformational content—before-and-after, or identity-shifting moments.

• Username: Lore Souza
• Influence Score: 20/100
• Followers: 555K
• Activity: 0 videos/month
• Engagement Rate: 0%
• Growth: 0%
• Avg Engagement & Views: 0
• Posting Habits: Once a year at 8 PM EST

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Karoline Coutinho's Social Media Influence Summary

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Lore Souza ranks among the Top 3–4% on Brazil’s Instagram, and Top 1% in global pregnancy & parenting niche (#31 worldwide). Her authority is reinforced by consistent brand collaborations with Neutrogena, Soul Power and Natura, placing her as a strategic creative partner. Her TikTok influence is equally notable: Top 6 in Brazil’s pregnancy-lifestyle space. These rankings showcase both niche power and broad relevance.

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Content Strategy: Faith-Fueled Beauty, Curly Hair Confidence, and Real-Life Radiance

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Lore’s content thrives on emotional authenticity, focusing on the interplay of beauty, faith, and expectancy. She weaves product tutorials into personal narratives—curly-hair care one post, baby milestones the next. This layered storytelling ensures each piece feels intentional and seasonally relevant.

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Reachability & Partnerships

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Brands like Neutrogena, Soul Power Brasil, Avon, and Natura are persistent collaborators, highlighting Lore’s attractiveness as a beauty ambassador. Her network map shows repeat partnerships—Soul Power Brasil has tagged her 14 times, signaling strong ongoing engagement.

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Her choice of brands reflects alignment between her messaging and sponsor voice: wellness, self-love, self-care. Lore’s ability to spark conversation around curly hair and early motherhood makes her ideal for product reviews, lifestyle campaigns, and community activations. She also appears in regional cultural events, reinforcing local credibility and influencing beyond digital.

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Conclusion: “Curly Roots & Motherly Influence”

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Lore Souza authentically cultivates community through her dual role as curly-hair advocate and expectant mother. She uses highly visual, emotionally rich storytelling to fuel engagement and nurture long-term loyalty. With strong brand alignment and measurable authority, Lore is ready to expand via a newsletter and YouTube revival, deepening her influence and turning audience into advocacy.

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