Who is Letícia Gomes?

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Letícia Gomes: Mastering Character Transformations Through Makeup Artistry

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Letícia Gomes is a Brazilian makeup artist and content creator celebrated for her ability to transform herself into well-known figures using only makeup. Her journey started with a deep passion for artistic expression and has evolved into a platform that captures millions. Letícia is known for her immersive videos that showcase transformations into singers, actors, and iconic characters, executed with a remarkable level of detail and accuracy.

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She speaks directly to her audience in Portuguese, crafting a narrative with each video that blends creativity and identity. Her dedication is evident in her work ethic—spending up to 12 hours on a single transformation—and in the way she engages fans during and after the process. Letícia’s influence extends beyond beauty, intersecting with music and entertainment through collaborations with brands like Britânia and Bauducco.

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Letícia's content has a bright, casual tone, inviting followers into a process that feels both intimate and spectacular. She avoids political content and keeps her brand safe and accessible. Whether she’s recreating a look or sharing her makeup routine, she keeps her voice authentic, celebratory, and empowering.

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She ranks in the top 1% for TikTok and makeup creators both in Brazil and worldwide. Her audience is primarily beauty-focused, Portuguese-speaking users in Brazil, and she excels in delivering high-value sponsored posts with strong engagement and brand visibility.

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An Influencer Active on Social Media

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Letícia Gomes dominates Brazil’s beauty creator landscape with ultra-precise makeup transformations, especially on TikTok and Instagram.

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Letícia Gomes' Social Media Strategy Analysis

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TikTok: Where Art Meets Virality

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Letícia’s TikTok is the core of her influence, with over 8.3M followers and regular viral content. Her transformative videos thrive in a vertical, immersive format that maximizes visual payoff. She uses the platform to showcase full-character makeovers, often recreating well-known faces with uncanny accuracy. Her audience engages consistently, especially when she tags celebrities directly.

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Her top-performing content—like the Jessie J transformation—shows a mastery of both makeup and pacing. She builds anticipation with gradual application, tight camera work, and expressive transitions. These narrative techniques extend video watch time and increase shares. This level of engagement is rarely matched in her niche.

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She balances creative depth with algorithm-savvy techniques. Posting around twice per week, Letícia maintains a rhythm that’s consistent with audience expectations. Early morning drops align with Brazil’s peak scroll time, increasing reach organically. Her timing and frequency reflect deep platform literacy.

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Letícia also uses TikTok’s interactive features sparingly but effectively. While she doesn’t rely on trends, she tags relevant artists like Shakira or Bruno Mars when transforming into them. This taps into fandom-driven discoverability while keeping her brand identity focused. The result is sustained, organic growth and rising engagement.

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• ‍Username: @leticiagfomes‍
• Influence Score: 94/100‍
• Followers: 8.3M‍‍
• ‍Activity: 1.8 videos/week‍‍
• ‍Engagement Rate: 1.94%
• Growth: +2.53%‍
• Average Engagement: 160.7K‍
• Posting Habits: Twice a week at 6 PM EST

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Instagram: Portfolio Meets Performance

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Instagram serves as Letícia’s curated visual gallery, where she repurposes her TikTok videos into high-performing Reels. With 4.7M followers, she uses the platform not only for transformation clips but also as a hub for brand-tagging. The feed acts as a lookbook of her best makeup recreations, ranging from musicians to TV characters.

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Her Reels consistently draw millions of views, and Letícia keeps captions concise, focusing attention on the visual outcome. The platform's layout suits her work—every swipe reveals another version of her artistry. The Jessie J Reel (6.2M views) is a testament to how powerfully her makeup translates on this channel.

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Letícia posts around 9 times per month, with timing synced to her TikTok schedule. This ensures maximum crossover without overwhelming her followers. The consistency between platforms helps her maintain a unified voice and visual identity. She also uses Instagram Stories and Highlights to archive collaborations and shoutouts.

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Instagram is also a hub for monetization. Letícia tags brands like Britânia and Bauducco, integrating them naturally into her creative setup. These posts are rarely overtly promotional, keeping her audience trust high. She balances authenticity with partnership visibility—a key factor in her content’s commercial viability.

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• ‍Username: @leticiagfomes‍
• Influence Score: 93.6/100‍
• Followers: 4.7M‍‍
• ‍Activity: 9 posts/month‍
• Engagement Rate: 1.78%‍
• Growth: +0.23%‍
• Average Engagement: 83.8K‍
• Posting Habits: Twice a week at 6 PM EST

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YouTube: A Dormant Archive With Untapped Value

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YouTube is Letícia’s least active platform, though it holds 458K subscribers and potential for expansion. Her Shorts mirror her TikTok videos, but the platform isn’t optimized for her pace or editing style yet. Still, her top Short reached 166K views, proving that the audience exists—even without a regular upload schedule.

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The channel currently serves as a passive archive rather than an active strategy driver. Letícia’s transformation content could thrive as long-form tutorials or documentary-style videos. A behind-the-scenes breakdown of her most complex looks could fill a gap in beauty education. The format suits her storytelling sensibilities.

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She has not posted standard videos in the past 30 days, and Shorts dominate the feed. This limits SEO and long-tail discovery, which are crucial on YouTube. Her visuals are strong, but the lack of verbal commentary or deep dives restricts growth. With narration and structured series, she could double her impact here.

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Monetization opportunities are being missed. While TikTok and Instagram deliver engagement, YouTube can offer long-form AdSense revenue and brand-funded content. A potential pivot here would be episodic transformation stories—one per artist or character. If activated, her YouTube could become a leader in makeup transformation content.

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• ‍Username: @leticiagfomes‍
• Influence Score: 76.3/100‍
• Followers: 458K‍‍
• ‍Activity: 0 videos/month‍
• Engagement Rate: 0%‍
• Growth: 0%‍
• Average Engagement: 0‍
• Posting Habits: Once a year at 8 PM EST

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X (Twitter): A Legacy Channel

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Letícia’s Twitter account (@leticiagomess) shows no activity since 2022, with 14.5K followers and an Influence Score of 7.3/100. The platform doesn’t align with her video-heavy strategy, and she has not adapted to Threads, Twitter video, or real-time commentary. It currently holds no content value.

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Her profile features a themed banner and a brief bio that highlights her mission: transformation through makeup. However, there’s no engagement, no reposted content from TikTok or Instagram, and no retweets or brand mentions. This absence limits her cross-platform discovery and conversation footprint.

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• ‍Username: @leticiagomess‍
• Influence Score: 7.3/100‍
• Followers: 14.5K‍
• Activity: 0 tweets/week‍
• Engagement Rate: 0%‍
• Growth: -0.3%‍
• Average Engagement: 0‍
• Posting Habits: Once a year at 7 PM EST

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Letícia Gomes' Social Media Influence Summary

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Letícia Gomes ranks in the top 1% globally and nationally across both TikTok and the makeup category, holding the #5 spot in Makeup – Brazil and #42 worldwide, with a strong foothold in the creator economy.

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Learn more about the Favikon Methodology here

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Content Strategy: Transformations, Celebrity References & Pop Culture

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Letícia’s content stands out through her cinematic makeup transformations. Each video is a build-up from raw face to celebrity likeness, providing a visual payoff that captivates her audience. She doesn’t just showcase makeup; she recreates personas, building trust and admiration in a beauty-driven community.

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Reachability and Partnerships

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Letícia is highly approachable for collaborations, especially those aligned with beauty, lifestyle, and entertainment. She has already partnered with Britânia, Bauducco, and Max Brasil, tagging them across platforms and integrating them naturally into her transformation content.

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Her network also includes global and Brazilian celebrities like Jessie J, Bruno Mars, and Jorge e Mateus, indicating a thematic connection rather than personal interaction. However, the proximity to such names makes her content ideal for brand storytelling that draws from fan communities.

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Conclusion: A Beauty Powerhouse with Character-Driven Creativity

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Letícia Gomes is more than a beauty creator—she’s a transformative artist reshaping faces and storytelling in Brazil’s content space. With a devoted audience and a top-tier engagement strategy on TikTok and Instagram, she offers brands high visibility and narrative-driven content that captivates.

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