The rise of influencer marketing in Latin America has caused many brands to rethink their go-to-market approach for the digital age. During this year's AdWeek Latin America conference in Mexico City, eMarketer’s Matteo Ceurvels spoke with Gerardo Sordo, founder and CEO of influencer marketing agency BrandMe, about the state of influencer marketing in the region, and what's next. Sordo was interviewed as part of eMarketer’s June report, "Latin America Ad Spending 2018: FIFA World Cup's Effect; Digital Trends for Argentina, Brazil, Chile, Colombia, Mexico and Peru.”
What countries are leading the influencer marketing movement in Latin America?
Brazil and Mexico are the regional leaders in Latin America that are driving this forward. Brazil is on par or even stronger than Mexico and has much larger marketing budgets than Mexico. There are even newspaper stands throughout Brazil that sell magazines on how to become an influencer on YouTube and Instagram.
Even though Mexico still lags behind the US, many brands have already started allocating more money for influencer marketing strategies. It’s just a matter of time before they catch up with the US.
We’ve also seen increased budgets for influencer marketing in other countries such as Colombia and Chile. In Colombia, I believe we’ll see similar trends to those in Mexico in the coming years. Brands will begin dedicating larger budgets for influencer marketing.
What's the leading platform for influencer marketing in the region?