Gone Global is a Collabary series that aims to study the role of influencer marketing in markets outside of Europe and the West. By exploring influencers, campaigns, and trends in markets such as China, the Middle East, Africa, Latin America, and India, we can not only find inspiration from the exciting ideas coming out of some of the most lively and expanding economies in the world, but celebrate their cultures and the diversity of human creativity.
The Latin American region consists of 20 countries in South America where the predominantly spoken languages are Spanish, Portuguese and French. Since its colonization by Europeans in the fifteenth century, the traditions of the West have both collided and intermingled with the ancient civilizations of the Americas, resulting in what are now some of the most vibrant, lively, and admired cultures of the modern day.
While in the past one hundred years, much focus has been on the output of Latin America’s fashion, culinary, and artistic output, the region now boasts a rapidly developing economy that has attracted the attention of global investors and brands looking to capitalize on the burgeoning consumer marketplace. Now that 50% of e-commerce transactions in Latin America are done through mobile devices, a thorough and culturally relevant influencer marketing strategy is of the utmost importance to global brands wanting to penetrate the region.
Following our Gone Global explorations of influencer marketing in the Middle East and China, we are now looking to Latin America to focus on how brands are approaching influencer marketing in some of the most unique and populous cities in the world. We have chosen four Latin American influencers that we feel represent the best and most interesting facets of marketing trends in the region and are worth paying close attention to.
Photo credit: Mariand Castrejón Castañeda
Mariand Castrejón Castañeda, or Yuya as she is known to her fans, is a Mexican makeup artist, entrepreneur, and influencer who has gained a loyal following of fans across Latin America for her bubbly personality and undeniable skill. She is known by most for her YouTube channel lady16makeup, which now boasts over 23.8 million subscribers.
Since beginning her colorfully edited and candid lifestyle channel at the age of 16, Yuya, now 26, has used her platform to share beauty and styling advice, as well as promote her own Yuya line of cosmetics. Her popularity is so much so that she is now one of the highest paid YouTube stars in the world, with a monthly income estimated to be between $74,000 – $100,000 USD.
It’s no surprise that a little-known-in-the-West YouTuber could rise to be such a big earner. Latin America represents the fourth largest mobile market in the world, making it the perfect arena for brands looking to form meaningful connections with their audiences through mobile-platform-using influencers.
Photo credit: Germán Garmendia for Reebok
It could be argued that Chilean YouTube star and influencer Germán Garmendia is one of the most famous people in Latin America. Having spent most of his life in Mexico, Garmendia rose to fame by posting YouTube sketches that made light of the most mundane moments in life and video gameplay commentary, and has now earned a following of almost 40 million subscribers.
He has appeared as an ambassador for a number of other brands such as Latin America’s Reebok division, and on top of this, he is a musician, writer, and entrepreneur, having just recently launched his own brand of clothing, Garmendia.
Both Garmendia and the aforementioned Yuya are proof that when it comes to influencers, Latin Americans have a soft spot for YouTubers and video bloggers more than they do Instagrammers – with 9 out of 10 popular influencers in Mexico finding their audience through YouTube. To further put this into perspective, while 17% of YouTube’s subscribers are Latin American, 27% of users that streamed YouTube videos are from the region.
Photo credit: Flavia Flanders
Although she is by no means a superstar in the region, we have chosen the bright, loveable and passionate Flavia Flanders to represent the large sector of Latin American micro-influencers in the IM sector. In fact, with 80% of influencers in Latin America being classed as micro-influencers, Latin America is home to the most micro-influencers in the world.
Having used her profile to offer makeup, lifestyle, and beauty advice through her IG account and website, the Argentinian blogger has acted as an ambassador (both officially and unsponsored) for brands as varied as Neutrogena, MAC Cosmetics and Burt’s Bees.
At Collabary, we define micro influencers as influencers with less than 50k followers, and with a following of over 13k users, Flavia is a great example of someone who has been able to form close relationships with her audience and in turn yield higher conversion rates and audience engagement. Collectively, Latin American brands are banking on these results the most, which is why many, including Brazillian footwear brand Melissa, choose to invest in micro- over macro-influencers.
Photo credit: Thássia Naves
Thássia Naves is a Brazilian model, travel blogger, and influencer. She found fame after studying Image Consulting at Paris’ revered Istituto Marangoni, using her knowledge to launch a fashion, beauty and travel blog. Since then, Thássia’s status in the fashion industry has only grown, with 2019 already seeing her grace the front cover of Vogue Brazil’s Bridal Magazine as well as being named on the Business of Fashion’s 500 – a directory of people who are most shaping the fashion industry.
As a model and brand ambassador, she has represented high-end brands like Fabiana Milazzo, Gucci, Ferragamo, and Skazi. Thássia’s highly curated posts and luxurious fashion and lifestyle displays are expertly crafted, and there’s no denying that her education has helped shape her approach to interacting with both her local and international audiences. By featuring many of the beauty items she displays on her blog in her online store, she displays a keen understanding of audience engagement and buying habits.
This kind of holistic approach to guiding her followers down the clear path to sales is invaluable in the Brazilian market. Not only do Brazilians represent the largest number of social media users in Latin America, but they are the most avid social media users in the world – meaning that they are the most engaged with social media content. With Brazil’s e-commerce market expected to grow by 22% this year, local and international brands will need to find meaningful ways to connect with the growing market – and what better way could that be then through the consumer-trusted authenticity of influencers?
By taking note of influencer marketing trends in Latin America, brands can ensure that their methods of marketing in the region are culturally relevant and effective. To summarize:
1) Latin America represents the fourth largest mobile market in the world, making it the perfect arena for brands looking to form meaningful connections with their audiences through mobile-platform using influencers.
2) While 17% of YouTube’s global subscribers are Latin American, 27% of users that streamed YouTube videos are from the region, making them the most avid video consumers in the world
3) 80% of influencers in Latin America are classed as micro-influencers with 10k or fewer followers, making Latin America home to the most micro-influencers in the world
4) Brazilians represent the largest number of social media users in Latin America and are the most avid social media users in the world. Brazil’s e-commerce market expected to grow by 22% in 2019.