At HypeAuditor, we talk a lot about influencer marketing globally, but the truth is, every region plays by its own rules. That’s why we’re starting a series that brings real conversations with experts who have a close, practical understanding of their local markets. Here you can expect actionable tips, with the kind of insights you can take straight into your next campaign.
And today we’re diving into LATAM. It’s one of the fastest-growing regions for influencer marketing, full of opportunities, but also full of cultural nuances that can strongly influence how your campaign performs.
To help us decode all of this, I’m joined by Maria Marques, Regional Marketing Manager at HypeAuditor and a true expert in influencer marketing across LATAM. She’s been involved in the practical work with brands and agencies in the region, and she knows exactly where international companies win and where they fail.
Why Latin America is on Every Brand’s Radar
Anna Komok: A lot of brands and agencies are looking to enter Latin America, but they’re not always sure where to start. Why do you think Latin America is now seen as one of the most appealing markets for influencer marketing? What makes it so attractive for brands?
Maria Marques: This is exactly what we’re seeing in Latin America – many brands from Europe and the United States are now trying to enter this market and share their products and services there. And it’s definitely a growing trend.
I think it’s happening because European and American brands see Latin America as a region with enormous potential. The market is large, vibrant, and culturally it's closer to Europe and the U.S. compared to Asia, for example. It’s an open, exciting space that still has room for new players, so it’s important to arrive early, before your competitors do. That’s why we see so many brands looking for ways to establish themselves here.
What Platforms Are Popular in Latin America
AK: I know that in different countries, different platforms lead. Globally, the top platforms are Instagram, TikTok, and YouTube. In some places, Instagram is more widely used, in others - TikTok. What about Latin America? Which platforms are the strongest there?
MM: Of course, we have Instagram, TikTok, and YouTube, but there are definitely regional differences. In most countries across Latin America, TikTok now has the largest number of creator accounts. Things are a bit different in Brazil, where Instagram still plays the biggest role. Stories and Reels are incredibly popular because they allow people to interact, and we love interaction.
TikTok is also very popular in Brazil, especially among younger generations. But here, unlike in some other regions where TikTok content tends to look very polished, audiences prefer creators who feel spontaneous and natural.
In Mexico, for example, YouTube remains very strong, as well as Facebook. And in Colombia, people still really love Facebook, so don’t neglect it or assume it’s no longer useful for marketing.
One more thing I’d like to mention is WhatsApp, it’s huge in Latin America, and especially in Brazil. We have WhatsApp communities and even WhatsApp influencers, so it’s definitely something to keep in mind.
AK: That’s fascinating. Do you have any local social platforms, like WeChat in China?
MM: Not really, not anymore. We used to have a local platform in Brazil called Orkut, but it’s long gone.
TikTok Shop and the Growth of Social Commerce
AK: I’ve heard that TikTok Shop just launched in Brazil and Mexico this year. How is social commerce changing influencer marketing in Latin America?
MM: Yes, we’ve waited for this for so long, seriously! There were online countdowns, and people were truly excited for TikTok Shop to arrive in Brazil and Mexico. Now that it’s here, we can already see the first results. Brands that were among the early adopters are reporting 10 to 20 times more orders than before.
More brands and sellers are joining every day, so new approaches are constantly being tested. But the most important thing is that TikTok Shop really makes the shopping experience seamless.
You can see your favorite influencer showing the product from different angles and answering questions in real time. And on top of that, logistics, which is usually a major challenge in Brazil and Mexico, have been handled surprisingly well.
Payment is simple, delivery is fast, and the product is right there in front of you, making it all so hard to resist. I keep hearing from consumers that they’re spending a lot on TikTok Shop, and both sellers and brands are thrilled with the results so far.
How AI Is Being Used by Creators and Brands
AK: That’s great to hear. And since we’re talking about emerging technologies: AI, virtual influencers, and so on, how is the Latin American market adapting to this wave? How are creators and brands using AI?
MM: AI has completely conquered the market. Some people love it, others fear it, but everyone is experimenting with it in some way. The challenge is that not everyone understands you can’t just take content generated by AI and post it "as is," you need to adapt it, shape it, and make it your own.
Because of that, social media can sometimes feel flooded with generic AI content, which is often very easy to spot. On the bright side, more and more content creators are now realizing that AI should be just a mere tool rather than a replacement for creativity. You still need your own voice, your real tone and emotions, especially here in Latin America, where authenticity matters deeply. When something feels off, trust is broken, and that’s the biggest risk.
AK: Absolutely. With all these generative AI tools, it became much easier to translate content — but it turns out that the translation quality isn’t always great as it fails to convey certain cultural nuances, especially when we talk about Latin America.
Creator Culture and Professionalism in LATAM
AK: Okay, let’s zoom out a bit. In the U.S. and Europe, influencer marketing has become highly standardized. Creators have managers, rate cards, contracts, and media kits, it’s a mini industry on its own. What’s the situation in Latin America? How would you describe the level of professionalism among creators in the region?
MM: It’s a bit different in Latin America because the industry is still growing, and there’s more flexibility. Many influencers, especially micro- and nano-creators, don’t have managers or even formal media kits. Sometimes, brands or agencies even have to guide them and explain what information to include so they can collaborate properly and set up a contract.
When a brand wants to run a large campaign with multiple influencers, they usually work through an agency, and that’s where the process becomes more "professionalized." There are many influencer marketing agencies in Latin America now, and it’s a thriving business.
But at the same time, it’s still common for brands to manage influencer relations internally. This approach can actually be very effective because many creators in Latin America value personal relationships. They appreciate when a brand takes the time to connect directly, find common ground, and build a genuine partnership.
AK: One of the most common challenges in influencer marketing, especially in Europe and North America, is influencer outreach. Marketers complain that many influencers don’t respond at all. What about Latin America? Are creators here are more eager to respond to brand requests, or is it the same story?
MM: I have to smile because I hear this question a lot from brands trying to work with Latin American creators. The thing is, our perception of time here is a bit more "relaxed" compared to other regions. Yes, some influencers reply quickly, but most take a little longer, sometimes a few days. You might need to send several follow-ups before you get a response, and that’s perfectly normal. Don’t treat it as a red flag, as it’s just the way things work here.
Keep in mind that many influencers’ inboxes are full of messages from brands and followers. Especially on Instagram, it’s easy for your message to get lost. So if someone doesn’t reply right away, it’s not because they’re ignoring you!
DM, Email, or WhatsApp? How to Reach LATAM Creators
AK: That’s good to know. What’s the most common way to reach out to influencers, is it email, DMs, or something else?
MM: Email and direct messages are both common, but most communication ends up happening on WhatsApp. If an influencer shares their phone number (and many do this on Instagram or TikTok under “Partnerships”), this is often an invitation to continue the conversation in the messenger.
So, brands usually make the first contact via email or DM, and then the influencer gives their WhatsApp number to continue the conversation. It’s fast, direct, and personal, which people here really appreciate.
Language Barriers, Contracts, and Collaboration Norms
AK: Let’s imagine you’re a brand from, say, a French-speaking country entering Latin America. You don’t know much about the cultural context or even the language. What should you do in that case? Is it okay to use ChatGPT or Google Translate to communicate with creators, or will it feel less organic and inauthentic?
MM: You can definitely use ChatGPT – in fact, I recommend it. It’s not a problem if an influencer notices small language mistakes, they’ll still appreciate the effort you’re making. What matters is you determination to communicate in their own language.
Here in Latin America, most influencers don’t speak English, and almost none speak French. But if you reach out in Portuguese (for Brazilian influencers) or Spanish (for practically all the rest of Latam), even with imperfect grammar, it shows respect and effort and that will help you build trust.
AK: That makes total sense. And speaking of working with creators, is it common in Latin America to sign formal contracts with influencers?
MM: That really depends on the influencer. A few years ago, contracts were rare, they were seen as unnecessary paperwork or something overly complicated. But today, more and more influencers come to an understanding that contracts protect both sides. They outline expectations, deliverables, and rights, and they can even help creators stand their ground if something goes wrong.
Agencies almost always use contracts when managing campaigns and, as the market matures, this practice is becoming standard.
Contracts, Payments, and Pricing: What to Expect from LATAM Influencers
AK: And when it comes to collaborations themselves, do brands usually pay for sponsored posts, or is barter still common? What do influencers expect from brands today?
MM: It really depends on the agreement, but barter collaborations are still very common. Many brands simply send products to influencers, sometimes without even discussing it beforehand. Creators often wake up to piles of boxes from different companies they’ve never spoken to.
This can be frustrating, especially when the products don’t align with these creators' lifestyle or image. So, my biggest piece of advice for brands entering Latin America is to do your homework. Learn about the creator before sending anything.
For example, if you’re a makeup brand, think about whether your shades match the influencer’s skin tone or whether the product suits their aesthetics. That level of personalization will make a huge difference.
Also, remember that some creators can feel pressured to post about gifted products, which can cause discomfort. So don´t overdo the follow-ups after sending the product, and help the influencer understand that he or she can decide to post about the product or not and what to post. This way, you will get the most authentic and engaging content
Many influencers now prefer paid collaborations, even smaller ones. Of course, nano-influencers are often happy with gifts, but most creators want fair compensation for their work.
Payment terms also vary. Sometimes brands and creators agree on a partial prepayment (like 30/70 or 50/50). But many influencers, especially those who’ve had bad experiences with unreliable brands, now ask for full payment upfront.
One curious thing about the market is that many influencers don’t really know what is the fair price for their services. Sometimes they adjust their rates depending on the brand’s reputation, and they tend to charge more if it’s an international company.
That’s why we always recommend that brands do proper benchmarking before negotiating a deal, research market rates, and talk to local agencies before committing to the first influencer you find.
AK: Let’s talk more about pricing. What other factors affect how influencers set their rates?
MM: There are several factors. Some influencers are real professionals, they know exactly what their costs are for content production. They will calculate how much it costs to produce a high-quality YouTube video, sum up their expenses, and build their pricing based on that.
Others understand the market benchmarks and charge according to their performance. If their account is growing fast and their engagement is high, they will adjust their rates accordingly.
But smaller creators often don’t have any established approach. Sometimes they just come up with a “nice number.” You can feel it when you reach out to several influencers, one may quote a very low price because they’re just starting out and think: “It would be just nice to have 100 reais on my account.” It’s that simple.
AK: Speaking further of money, are there any difficulties for international brands when making payments to influencers based in Latin America? How easy is it to arrange that?
MM: It can be tricky. There are differences in how bank transfers work, and in many Latin American countries, like Brazil or Argentina, taxes on money coming from abroad can be quite high.
The good news is that many influencers use platforms like PayPal, which makes international payments much easier. Of course, not everyone knows how to set it up or use it properly, especially if they’ve only worked with local brands before. In Brazil, for instance, most domestic payments are done via PIX, an instant transfer system linked to a phone number, but it only works within the country. There are similar payment transfer systems in other Latin American countries, but they work only within their country of origin.
If that’s the case, working through an agency is usually the best solution. Agencies handle all the financial coordination, including taxes and compliance. PayPal also remains a great alternative for direct payments.
AK: It sounds like brands should either include taxes in their payments, since influencers probably won’t want to cover them, or work with an agency that manages all the payments and tax processing, right?
MM: Exactly – usually, it’s easier to work with an agency. And another thing to keep in mind is that receiving payments from abroad is a challenge itself. In Latin America, it requires a specific type of account, and many creators don’t have it or even don’t know they need it.
So yes, payment coordination can get complicated. But the good news is that the pool of influencers in Latin America is enormous. You can always find alternatives.
AK: In some Latin American countries, inflation is quite high and exchange rates change almost daily. Does this situation affect how payments are made for influencer campaigns or content creation?
MM: That’s a great question and yes, it happens quite often, especially in Argentina. But in most cases, payments for influencer collaborations are made in U.S. dollars, so the impact isn’t as strong as it could be.
For influencers, being paid in dollars is actually a good thing, since it’s a strong and stable currency. If a brand works through an agency, the agency usually manages all these risks and handles the currency conversion, so the influencer doesn’t have to worry about exchange rates or local inflation.
Short-Term vs Long-Term Collaborations
AK: Many brands are now moving from short-term campaigns to long-term partnerships and ambassador programs. Do you see the same trend in Latin America?
MM: It depends on the country. In Brazil, Mexico, and Argentina, influencer marketing is more professionalized, and long-term partnerships are becoming common. Brands here understand the benefits of lasting collaborations and are starting to build ambassador programs because they see the impact ambassadors have on campaign results.
In other Latin American countries, this trend is still emerging. Most collaborations are still short-term, but brands are beginning to see the value in longer partnerships. So we’re steadily moving toward more sustained, relationship-driven collaborations.
Should You Work with One Creator or Many?
AK: If I want to run a campaign for the Spanish-speaking market, is it enough to choose one or two mega influencers from one country, or should I select several creators in each country?
MM: What can work really well is to choose some macro-influencers who have large audiences in different countries. This can help with general visibility and brand awareness. But another good practice is to find niche influencers in different countries to bring your message closer to every local audience, because every country in the Latin America is very different.
Yes, most of them speak Spanish, but even the language itself varies a lot. Something that sounds natural in Argentina may sound strange or even offensive in Mexico or Peru. If an influencer uses words or expressions that feel odd to the audience, it can affect your brand’s public image.
There was a funny example when an airline tried to promote its flights in Mexico. Its slogan in the United States was “Fly in Leather,” referring to the leather seats. But when translated to Spanish, it became “Vuela en Cuero,” which literally means “Fly Naked.” The campaign was widely mocked, and of course the brand’s message didn’t reach the audience.
And this is just one example of how things can get "lost in translation." Cultural values, humor, and even preferred sports can vary from country to country. That is why, at the end of the day, we recommend choosing a mix of macro-influencers with regional reach and smaller niche creators from each country who can adapt your message to the local context.
Holiday Campaigns: What’s Different in Latin America
AK: And since you mentioned cultural differences, what about holidays and the festive season? Right now, in North America and Europe, it is the busiest time of the year for promotions. Is it the same in Latin America, or do you have different holidays and peak shopping periods?
MM: We are entering a period of heavy promotions too. Black Friday, Cyber Monday, and Christmas are very popular here. We love Christmas because it's all about family and giving gifts to friends and loved ones, so it's one of the biggest shopping seasons of the year.
But when it comes to other holidays, things get more complicated. Most people outside Latin America know Carnival in Brazil and Day of the Dead in Mexico. But these holidays don’t have a commercial focus. Carnival is about dancing and celebration, not about buying things. The Day of the Dead is about memory and family, so running sales or product campaigns devoted to it would feel inappropriate.
However, there are other dates that are great for brands. Easter is a huge event, with many brands capitalizing on it, especially chocolate companies. Mother’s Day, Father’s Day, and Children’s Day are also very important and attractive for commerce.
But here's another nuance: in Brazil, Children’s Day is celebrated on October 12, while in Mexico, it takes place on April 30. So brands should always check the dates because they vary by country.
Even St. Valentine’s Day may cause confusion. In most countries it's on February 14 but not in Brazil! Here it's celebrated it on June 12, during St. Anthony’s Day, because February is usually Carnival season. In Colombia and Bolivia, St. Valentine’s Day is celebrated in September. So it's always important to check each country's calendar before planning a regional campaign.
Disclosure and Legal Guidelines
AK: Are there any specific laws or regulations around influencer campaigns and creator collaborations in Latin America?
MM: Latin American countries don’t have influencer-specific legislation like some markets in Europe, the US, or Australia. However, we do have very strict consumer protection and advertising laws.
When running a campaign in Brazil, Mexico, or any other Latin American country, brands need to review these laws carefully. In any case, you need to make it clear when a post is sponsored or when the product was provided for free.
Most countries require clear disclosure, like using #ad, #sponsored, or #paidpartnership tags. And in some places, there are ongoing discussions about tightening these rules. For example, in Peru, there have even been talks about creating a government registry of influencers to monitor advertising activity.
Why Trust and Authenticity Are So Important in LATAM
AK: Do people in Latin America trust influencers, or do they see them mainly as yet another paid advertising channel? How are influencers perceived by audiences here?
MM: That’s a great question, because audiences in Latin America often see influencers in a very different way compared to more mature markets. For many followers, influencers aren’t simply entertainers or ad channels – they’re friends, or even family advisors.
This kind of relationship creates a sense of intimacy and emotional connection. When an influencer recommends something, people truly listen. It increases engagement and often affects purchase decisions.
And this is true not only for micro-influencers. Even celebrities can maintain that sense of familiarity and trust. But this relationship also comes with great responsibility because if that trust is broken, people take it personally.
There was a notable case in Brazil involving influencer Deolane Bezerra. She promoted a gambling platform, and many of her followers joined it because they trusted her. The platform later turned out to be a scam, and people lost money. Some followers were devastated, asking for help under her posts and saying things like, “I invested everything I had. Can you help me get my money back?”
Of course, she couldn’t help, and this situation affected how people viewed her. It showed how powerful influencer trust can be, and how damaging it is when that trust is abused.
AK: Yes, but this example also shows that audiences in Latin America really do trust influencers, which makes influencer marketing such a strong entry point for brands.
MM: Exactly. Authenticity is key. Once that trust is broken, it’s almost impossible to rebuild.
AK: I also noticed that influencer content in the U.S. and Europe is usually very polished: great setup, impeccable lighting, perfect editing. But in Latin America, it often feels raw and spontaneous. Is that just my perception, or is it a cultural difference?
MM: You’re absolutely right. Authenticity here is a cultural value, it's not a strategy or a trend. Influencers want to be seen as friends or equals, not some distant celebrities. That’s why overly polished content doesn’t work as well here.
Of course, some influencers like to brag about luxury lifestyles, designer clothes, and fancy cars, but even they often balance it with moments of real life, showing a messy apartment or sharing their humble beginnings. Many openly talk about where they came from, poor neighborhoods and modest families they grew up in, and the progress they’ve made.
These stories give people hope and create a powerful emotional bond. Followers think, “If they made it, maybe I can do that too.” On top of entertainment, influencer content also becomes a source of inspiration and that’s why authenticity is truly the heart of influencer marketing in Latin America.
Creative Freedom Over Rigid Briefs: Best Practices for LATAM
AK: So this means that if I’m a brand looking to enter Latin America, I shouldn’t give influencers a strict, detailed brief, right? Instead, I should allow more creative freedom because the content needs to feel authentic, even if it’s not as polished as what we usually see in other markets.
MM: Definitely. That’s exactly what I recommend: work closely with your influencers, not just hand them a checklist with “do this, this, and this.”
For example, when we analyzed recent Black Friday campaigns, it was very clear which ones were created under rigid briefs. These campaigns almost always underperformed.
When influencers understand the core message of a campaign and have the freedom to bring in their own ideas, the result is completely different. It doesn’t mean quality isn’t important, it absolutely is, but the goal is to make the content feel natural and in line with the influencer’s tone and audience.
Once again, polished visuals and perfect design matter less than authenticity and relevance. The best campaigns are the ones where creators bring their own personality, their humor, and their culture into the message.
That’s especially important in Latin America, because our region is incredibly diverse. You can’t create one perfect brief that works for every country or audience. Each creator understands their community better than anyone else: what resonates, what tone to use, what kind of background or humor connects best.
So, trust your influencers – you chose them for a reason. They know how to effectively communicate with their audience. Give them the space to do what they do best, and they’ll help you create something truly powerful.
Common Pitfalls When Entering the LATAM Market
AK: When brands from the United States or Europe bring their influencer marketing strategies to Latin America, what are the most common mistakes they make?
MM: One of the biggest mistakes is assuming that what works in the United States or Europe will work the same way in Latin America. This region is incredibly diverse, both culturally and linguistically. Audience behavior also varies a lot, so it's essential to understand these differences before planning.
Another mistake is not paying enough attention to sensitive topics. Political landscape, religion, and social norms differ from country to country. It's important to stay informed and be careful.
At the same time, some brands make the opposite mistake by overly targeting their campaigns trying too hard to introduce local elements.
There were controversies involving Ralph Lauren, Zara, and Carolina Herrera in Mexico. Their fashion collections used traditional indigenous patterns and the brands were criticized for cultural appropriation. The intention was to make the designs look local and connected, but the execution missed the mark and came across as disrespectful.
My advice is to discuss these things with your influencers. They can tell you what feels natural and what might seem exaggerated or insensitive. It is great to target, but do it moderately and carefully.
Another common mistake is focusing solely on mega-influencers or celebrities. Usually brands do this because it's easier. Big influencers have managers who speak English, the payments are simple, and communication is smooth. But by doing this, brands often overlook micro- and nano-influencers who have stronger connections with their audiences.
If you want real engagement and cultural relevance, you should research the market, talk to smaller creators, and find the right voices for each audience.
AK: So it seems that the secret ingredient is not to plan everything far ahead, but to find local influencers, especially smaller ones, and work with them on the strategy together, right?
MM: Exactly. They understand their audiences better than anyone. They talk to them every day, reply to comments, and know what feels right. If something sounds inauthentic or too staged, they will tell you.
Trends in Latin America: From Humor to Health and Lifestyle
AK: And what about trends in Latin America? Are there new content types or niches growing in influencer marketing right now?
MM: We love video. Stories and Reels are performing incredibly well because they let influencers interact directly with their audiences. Short videos on Instagram, TikTok, and YouTube make people feel close to the creator, almost like they are talking face-to-face.
As for niches, we recently analyzed the fastest-growing categories in Latin America and found that health, wellness, and lifestyle are expanding quickly. After the pandemic, people became much more focused on taking care of themselves physically and mentally.
When it comes to engagement, humor used to be the number one topic during COVID because it helped people escape from stress. But now, the focus is more on active lifestyles and sports. This reflects a broader change in minds of people in Latin America — they want to live fully, enjoy movement, and feel healthy.
AK: Thank you, Maria. It was my last question. To wrap it up, it seems that Latin America is not an easy market. You cannot just plan a strategy in New York, find a few influencers, and expect it to work the same way. There are cultural, linguistic, and logistical differences at every step. Thank you so much for sharing your experience. I am sure our readers will have many more questions, and we will talk again soon.
MM: Thank you, it was a real pleasure talking to you. I will be happy to continue the conversation anytime.
Closing Words
At HypeAuditor, we believe that great influencer marketing starts with an understanding of data, of culture, and of people. Latin America shows that authenticity and diversity are not challenges to overcome but opportunities to connect more meaningfully.
As global brands continue to explore this vibrant region, the lesson is clear - local insight and creator trust are the foundation for long-term success.
