BETA
WHATELY
Trailblazing and Creative: Beta Whately Talks About Routine, Childhood and Her Favorite Hotspots
When it comes to influencer marketing, Roberta Whately, or Beta, as she presents herself on social media, was one of the first people to introduce this market to the Brazilian public. Together with her partner, Priscila Pádua, the public relations professional built a real business that today already has over 40 regular clients and around 30 employees. And the success of her business could not be anything other than a result of creativity and the drive to make any project happen.
Nowadays, with almost 215 thousand followers on Instagram alone, the São Paulo native divides the 24 hours of her day between her social media community, the Frizz agency and her digital and influencer marketing consultancies.
With an extremely hectic routine, Beta Whately took a moment to talk to Lifestyle Mag about her childhood, work and her favorite hotspots around the world. Check out the full interview!
Lifestyle Mag: Where were you born and raised?
Beta Whately: São Paulo
LM: What was your childhood like?
BW: My childhood was very good. I grew up surrounded by cousins, siblings and friends. We spent vacations at my family’s farm and we were very free. There was no fuss, and true luxury was love, unity and comfort. We rode horses, milked cows (at dawn), played a lot, and that family bond (on both my father’s and mother’s side) remains to this day. New generations, new stories, less freedom but the same love.
LM: What memory exemplifies your family’s values?
BW: The coming together of everyone on holidays and the endless, always fun family lunches with everyone seated around the table.
LM: When did you know you were ready to have your first child?
BW: I’ve always wanted to be a mother. Perhaps growing up in a large family, this desire was with me from the start. Actually, I never felt 100% ready, but after talking with my husband, five years into our marriage, we decided to take the next step of growing our family. But if I said I was 100% sure it was ‘the’ right moment, I’d be lying.
LM: Do you have any hobbies? If so, which ones?
BW: Yes! I love playing beach tennis, going out with friends, dancing, doing crochet, playing tranca and cooking.
LM: Do you practice any physical activity? Which one?
BW: Yes. I take beach tennis lessons twice a week at BT House, personal training with Thais Health twice a week as well, and I attend weekly classes with Rafael Protein.
LM: Do you have a skincare routine?
BW: In the morning, I wash my face with Aille Clinic’s foam, apply Niacinamide and Fitoretinol from Adcos, and a sunscreen stick, also from Adcos. I do my makeup as usual and under no circumstances do I go to bed without removing my makeup, using toner (also from Aille Clinic) and repeating the same morning skincare. Monthly, I get a facial cleansing and follow-up with Dr. Clarice Rittes, my dermatologist.
LM: Do you have any habits at home? Or any habits in life in general?
BW: I have many! I’m really into organization—it follows me everywhere, haha! I can’t stand seeing anything out of place. I have the habit of making the sign of the cross when I pass by churches and when I leave home. I always say some impactful phrase or blessing when I close my front door to bless my day and keep me protected.
LM: What were your plans after finishing your studies?
BW: Working was always my focus. I started my career while I was still in school. I’m not a great academic, but I’m always taking courses and reading to stay updated.
LM: What was it like being one of the pioneers in the digital field in Brazil?
BW: I believe being in the right place, with the right people and a good idea was essential. When we started Fizz, the digital market was even more informal. We had the opportunity to follow every movement, growth and learning in this influencer market segment. Our main focus now is to formalize the influencer profession (especially micro-influencers who are unrepresented or poorly represented) and to support brands in these connections and in developing content that brings information, entertainment and a difference in people’s lives.
LM: You lived through the Daslu era, the Dasluzetes, and witnessed the whole movement of girls who until then worked at the store, becoming bloggers, then influencers and now many are entrepreneurs. What are your most interesting memories from that time and what was it like seeing this new communication niche being born?
BW: Daslu was a school for everyone who worked there, regardless of the area. Eliana Tranchesi was one of the greatest influencers I’ve ever met. Donata Meirelles as well, as was the entire team that worked for the brand. I was inspired by my friends and also by their mothers in the way they dressed, in creating a lifestyle and in communicating. Daslu was a major trendsetter and continues to be, as it passed down its teachings to everyone who worked there (including me!).
LM: What are the main digital marketing trends in the next two years?
BW: Infotainment, meaning creative content that provides quality information for the end consumer; interactive content that places the user at the center of the purchase journey; the use of micro-influencers who generally have excellent engagement rates and a very loyal community; experiences that are digital, involving both digital and physical media, like live commerce; artificial intelligence as a major support in defining the content the end consumer wants to be impacted by, both digitally and in physical locations; data and more data (including AI support) to generate increasingly precise campaigns for brands with less interruption for the end consumer.
LM: What are the three campaigns developed by your company that make you most proud?
BW: The Nutren Senior campaign with actor and influencer Ary Fontoura; content for ADCOS with a diverse squad of influencers; and the Merz Aesthetics project for supporting men and women in seeking self-confidence above physical appearance.
LM: What is the best advice you’ve ever received—and who gave it to you?
BW: “Make jokes, laugh and smile at life. You deserve to be happy and it only depends on you!” This advice was given to me over the years by my grandmother, Helena Zarvos, who passed away at the end of 2022.
LM: You love to travel. Which trip do you consider unforgettable and highly recommend to Lifestyle Mag readers?
I always consider my last trip the most special. I follow my grandmother’s teaching that each day can be your last, so I make the most of it. Recently, I went to Bahia with my children and it was very special because, for the first time in 10 years, I was able to disconnect for a few days to fully enjoy my family.
BW: Chefs Table. Always an incredible and irreverent experience.
