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Influencer marketing is a business that generates more than $15.6 billion annually and is expected to grow between 20% and 30% in Latin America, a region where Instagram is the preferred network for working with these types of figures and where TikTok is growing by leaps and bounds.
November 30th is celebrated International Influencer Day and in Mexico this type of profile maintains significant numbers.
According to the social marketing company Social Publi, Mexico is the country with the highest number of influencers on Instagram (103,000), followed by Colombia (82,300) and Argentina (78,800).
"The platform with the most influencers remains Instagram But proportionally, the one that has grown the most since the pandemic has been TikTok. The most consumed topics are fashion, beauty, food, and technology, depending on the social network,” notes Ismael El-Qudsi, social media expert and CEO of SocialPubli.
Furthermore, the average time Mexicans spend viewing influencer content is more than two hours a day, as 80% of social media users follow influencers and trust them when making purchases.
“We've seen 30% growth in the number of influencers joining SocialPubli in Latin America in the last year, representing approximately 100,000 new influencers signing up to SocialPubli across the region. The creativity and rapid adoption of platforms like TikTok has placed influencers in the region at the forefront of influencer marketing. We've also seen strong growth in influencers in the gaming space with Twitch, where Spanish is now the second most spoken language on the platform,” said the Social Publi executive.
The company also indicates that 89.21% of advertisers consider the use of this type of marketing effective or very effective, and 68% prefer Instagram campaigns, although TikTok has gained ground in this field and 45% of advertisers now prefer this social network, which has displaced Facebook with 43% of advertisers.
In terms of popularity, the Venezuelan Lele Pons She is the absolute queen of social media in Latin America with 50.1 million followers on Instagram (@lelepons), 28.7 million on TikTok, 17.7 million subscribers on YouTube, 1.8 million followers on Twitter, and 6.7 million on Facebook.
In other data, TikTok already has 136.1 million users in Latin America, where 67.9% of the influencers claim to have purchased a product after seeing a post on TikTok.
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