Who is Mariana Santos?

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Mariana Santos: Styling Brazil’s Digital Fashion Scene with Bold Energy

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Mariana Santos is a fashion and beauty creator whose content is deeply rooted in Afro-Brazilian identity, often showcasing bold natural hairstyles and high-impact styling. Her signature voluminous curls are not just an aesthetic—they're a visual statement of cultural pride and empowerment. Each post highlights her unapologetic embrace of textured hair, bold color palettes, and standout silhouettes. Unlike trend-driven creators, Mariana builds every look around authenticity and representation.

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Her GRWM videos are more than just outfit transitions—they’re rituals of confidence, where she pairs oversized statement earrings with vibrant lip color and curve-hugging outfits. She often films against warm-toned backdrops with soft lighting, creating a distinctive visual tone. Her captions are written in informal, expressive Portuguese, peppered with emojis and rhetorical questions. This adds a sense of intimacy, as if speaking directly to her audience like a friend.

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Mariana’s brand collaborations reflect her values, aligning only with partners that resonate with her style and audience—Fashion Nova, LIQUIDA LACES BRASIL, and Ser Mulher Fibras among them. She doesn’t just wear sponsored pieces; she styles them with intention, incorporating them into cohesive narratives about identity and creativity. Her ability to merge branded content with cultural storytelling allows her to maintain influence without compromising authenticity. As a result, brands benefit from trust-driven engagement, not just reach.

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Behind the glam, Mariana is a strategist. She knows when to post, how to provoke responses, and how to turn follower comments into content inspiration. Her community isn’t passive—they’re vocal, invested, and often reflected in her next outfit or hairstyle choice. Mariana doesn’t just build a following; she builds a shared visual language rooted in Afro-Brazilian pride, fierce femininity, and playful defiance of beauty norms.

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An Influencer Active on Social Media

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With over 2 million followers across platforms and consistent content rooted in Afro-Brazilian identity, Mariana Santos is a high-impact force in Brazil’s beauty and styling community.

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Mariana Santos' Social Media Strategy Analysis

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Instagram: Curated Aesthetics Meets Real-Time Confidence

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Mariana’s Instagram strategy is built on high-volume curls, bold makeup, and close-up detail shots that frame her face as the focal point. Her top-performing posts (over 385K views) are static images or short Reels with strong contrast and saturated tones. Captions are typically one-sentence expressions or questions written in casual Brazilian Portuguese, often ending with sparkle and heart emojis. She leans into strong visual symmetry and always posts around 5 PM for maximum morning reach.

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She blends GRWM Reels with beauty looks and interactive posts like “Sim ou não para meu look de hoje?”, prompting consistent comment engagement. These repeated phrases have become her trademark calls-to-action, encouraging followers to weigh in with emoji reactions or approval. Her styling emphasizes colorful accessories—like metallic hoops or oversized clips—which her audience often names in the comments. This feedback loop strengthens community loyalty and content relevancy.

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With 1.1M followers and an engagement rate of 4.19%, she maintains both volume and intimacy. Posting around 10 times a month, her content consistently attracts over 46K interactions per post. While many fashion creators rely on brand shoots, Mariana often posts selfies or mirror shots that feel spontaneous, yet refined. Her consistency, both in theme and schedule, builds audience anticipation with minimal paid promotion.

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Her influence score of 91.2/100 and strong Instagram ranking in Brazil (Top 1%) show she is not just visible but trusted. She uses visual storytelling—especially through hair-focused angles—to anchor her feed identity. Every post reinforces her distinct aesthetic while inviting her audience into personal style decisions. For Mariana, Instagram isn’t just a portfolio—it’s her digital stage for self-expression.

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• Username: @marihsantosss
• Influence Score: 91.2/100
• Followers: 1.1M
• Activity: 10 posts/month
• Engagement Rate: 4.19%
• Growth: +0.04%
• Average Engagement: 46.8K
• Posting Habits: Twice a week at 5 PM EST

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TikTok: Organic GRWM That Feels Like a Sleepover Chat

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Mariana’s TikTok thrives on organic, low-production videos where she speaks directly to the camera while styling her hair or choosing outfits. These “Sim ou não para meu look de hoje?” series have become her signature TikTok hook, used across multiple outfit changes. Unlike her polished Instagram, TikTok showcases behind-the-scenes imperfections—offbeat lighting, room clutter, or outfit tweaks mid-filming. This realism enhances relatability and builds trust.

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She prioritizes textured hair tutorials and styling advice for natural hair, often combining humor with cultural commentary. Her audience reacts to more than just visuals—they tune in for personality. Engagement comments are often written in the same tone she uses: playful, affectionate, emoji-rich. Despite only posting about 0.7 videos per week, she still maintains a 3.13% engagement rate with 108K average views—evidence of highly sticky content.

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While some creators rely on TikTok trends or viral sounds, Mariana rarely lip-syncs or uses dance formats. Instead, her strength is in talking videos that follow a predictable rhythm—greeting, styling, posing, and asking for follower opinions. Videos shot in her bedroom with a vertical phone setup give a candid, DIY aesthetic. These details make the audience feel like they’re getting unfiltered access to her routine.

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Her influence score of 85.8/100 reflects strong community engagement and content originality. With 549K followers and a 0.52% monthly growth rate, she’s quietly building one of the strongest hair-focused niches on Brazilian TikTok. Unlike creators chasing algorithmic virality, Mariana is cultivating deep audience connection with content that feels like it's made just for her viewers.

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• Username: @marihsantossss
• Influence Score: 85.8/100
• Followers: 549K
• Activity: 0.7 videos/week
• Engagement Rate: 3.13%
• Growth: +0.52%
• Average Engagement: 17.2K
• Posting Habits: Once a week at 5 PM EST

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YouTube: A Dormant Channel Anchored in Legacy

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While Mariana’s Ao Natural YouTube channel has 398K subscribers and 180 videos, it’s been inactive for five months. Her past content includes long-form hair tutorials, lookbooks, and natural makeup guides—all recorded in casual, home-style setups. These videos focus on transformation through styling, particularly emphasizing afro hair maintenance and braid installations. The banner features her image in bold colors with keywords like “cabelo” and “looks,” signaling her beauty niche clearly.

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Despite strong branding and a large subscriber base, recent activity has flatlined. In the last 30 days, she has posted zero videos and recorded no engagement. This platform now serves more as a content archive than an active space. Yet it still provides legacy visibility, helping viewers discover her older tutorials which are still searched by keywords and linked through her other platforms.

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• Username: @AoNatural
• Influence Score: 21.8/100
• Followers: 398K
• Activity: 0.7 videos/month
• Engagement Rate: 0%
• Growth: 0%
• Average Engagement: 0
• Posting Habits: Once a year at 8 PM EST

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Mariana Santos' Social Media Influence Summary

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Mariana Santos ranks in the Top 1% of Instagram influencers in Brazil and the Top 1% globally for the “Outfits & Styling” category. Her presence is particularly powerful in niche fashion communities, especially among Afro-Brazilian and Portuguese-speaking audiences. On Favikon, her authority is visually mapped around influential beauty and fashion brands like Fashion Nova, LIQUIDA LACES BRASIL, and Ser Mulher Fibras.

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Learn more about the Favikon Methodology here

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Content Strategy: Community-Driven Styling and Bold Identity

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Mariana’s content strategy thrives on authenticity and community feedback. Her posts often include polls or casual caption questions like “Sim ou não para meu look de hoje?”, encouraging interaction. This question-response cycle creates a feedback loop that directly influences her future posts, making the audience feel like collaborators rather than just viewers.

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Reachability and Partnerships

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Mariana Santos is easily reachable through her two most active platforms—Instagram and TikTok. Her current engagement habits make her a strong candidate for real-time, short-form brand collaborations that align with visual storytelling. She frequently tags and mentions brand partners, ensuring visibility.

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Partnership-wise, she has already demonstrated value in recurring collaborations with Fashion Nova and LIQUIDA LACES BRASIL, with 45 and 4 tags respectively. Mariana is open to Brazilian-based partnerships that respect her aesthetic, identity, and storytelling pace.

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Conclusion: Mariana Santos, Brazil’s Styling Powerhouse with Bold Digital Presence

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From textured hair tutorials to vibrant GRWM transitions, Mariana Santos is setting a new standard for style creators in Brazil. Her mix of authenticity, consistent visual identity, and powerful cultural voice make her more than an influencer—she’s a movement within the fashion and beauty scene. For brands aiming to connect with Brazilian fashion culture through a lens of identity and style, Mariana is the collaborator to watch.

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