- Latam Intersect PR’s new report, ‘2025: The Future of Social Media Consumption in Latin America’ found that the line between experience and consumption is increasingly blurring.
- Facebook, YouTube, Instagram and TikTok are named as popular alternative search engines to Google among those interviewed.
Brands reviewing their social media marketing strategies for the new year might want to take a look at the latest report from Latam Intersect PR (LIPR), which predicts that ‘experiential consumption’ will be one of three key trends set to impact Latin American online consumption in 2025.
“We’ve identified the trend of experiential consumption as the next step in Latin America’s rapidly evolving relationship with social media and e-commerce,” Livia Gammardella, head of marketing and digital at Latam Intersect PR, explains. “Our report — based on our own survey — found that a significant percentage of Latin American online consumers are now using social media platforms for both product discovery and research.”
LIPR discovered that 31% of respondents use Facebook to research products before buying them, 28.7% use video platform Youtube, and 23.4% use image and video platform Instagram. In addition, almost a third (31.5%) of respondents learn about new products via video hosting and sharing platforms such as Youtube (16.3%) and TikTok (15.2%).
LIPR’s new report, ‘2025: The Future of Social Media Consumption in Latin America’ has surveyed 1800 consumers across six of Latin America’s key economies: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.
“While our survey of consumers across six countries provided us with the initial findings, our report has gone further and investigated the wider behavioural shifts happening online across the continent, all of which point to a continuing integration of online shopping and social experiences that allow users to discover and purchase products directly from their feeds,” Livia Gammardella continues.
LIPR’s report found that social media has reached new levels of penetration in terms of both the number of Latin Americans online and the amount of time they spend there. Not only this, but many of the continent’s most popular apps and platforms — such as Mercado Libre, WhatsApp, Pinterest and TikTok — are increasingly combining services like social networking, e-commerce, and payments into a single platform, offering unmatched convenience and new opportunities for brands to engage users in a more integrated way.
The report also provides some suggestions for how brands can respond to this significant shift in consumer behaviour. Companies should be recognizing that as social media increasingly blends with other forms of consumption, traditional routes such as SEO, Google, and company websites are becoming less effective ways to reach consumers.
When asked if they have ever used a social media platform as an alternative search engine to Google, 30.4% of respondents said they have used Facebook, 28.5% have used YouTube, 22% have used Instagram, and 11.3% have used TikTok.
“Companies might want to think about establishing a presence across multiple platforms and using the right media for each platform in order to engage potential customers at their first point of interest, which is increasingly their social media feed,” Gammardella adds.
The report highlights how the new model of the TikTok ‘flywheel’ has redefined the customer journey and brand engagement. “The traditional funnel model is evolving into a “flywheel,” where discovery, engagement, and purchase blend seamlessly,” she concludes. “Brands can no longer rely on conventional search alone—they must embed themselves in interactive spaces, turning curiosity directly into action. This shift calls for brands to be present at every scroll, search, and shared experience, becoming essential parts of our online journeys.”
Latam Intersect PR’s new report, ‘2025: The Future of Social Media Consumption in Latin America’ presents three key trends — De-influencing, Experiential Consumption, and Platform Magnetism & Pluralism — that the agency believes are shaping Latin American online consumption in 2024-2025. The report is already available at Latam Intersect website.
FAQs: Experiential Consumption and Social Media in Latin America
Experiential consumption refers to the blending of shopping and social experiences, allowing consumers to discover, engage with, and purchase products directly from their social media feeds. This trend is reshaping online purchasing behavior in Latin America, as highlighted in Latam Intersect PR’s report for 2025.
According to the report, platforms like Facebook (31%), YouTube (28.7%), Instagram (23.4%), and TikTok are widely used by Latin American consumers for product research. These platforms are becoming alternative search engines, providing a seamless way for users to discover and evaluate products.
Social media platforms in Latin America are increasingly integrating e-commerce features, such as in-app shopping and payment options. Apps like Mercado Libre, WhatsApp, Pinterest, and TikTok combine social networking, shopping, and payments, offering unmatched convenience for users and new engagement opportunities for brands.
The TikTok flywheel model redefines the traditional sales funnel by merging discovery, engagement, and purchase into a seamless process. This model emphasizes continuous interaction, turning curiosity into action and creating a more dynamic customer journey.
As social media platforms become alternative search engines, traditional routes like Google search and company websites are less effective in reaching consumers. Brands need to establish a presence across multiple platforms and use platform-specific content to engage customers where they are most active.
Brands can adapt by focusing on platform-specific strategies, such as creating engaging video content for TikTok and YouTube, leveraging in-app shopping features, and maintaining a strong presence across multiple social platforms. Being present at every point of interest—from discovery to purchase—is key.
Super apps like Mercado Libre and WhatsApp are transforming online consumption by combining multiple services—social networking, e-commerce, and payments—into a single platform. These apps offer convenience and foster integrated brand interactions, making them vital for businesses targeting Latin American consumers.
Experiential consumption enables brands to engage consumers in a more interactive and meaningful way. By embedding themselves in users’ online experiences and leveraging social media’s e-commerce capabilities, brands can build stronger connections and drive conversions more effectively.
No, experiential consumption complements traditional e-commerce by integrating social and shopping experiences. While company websites and search engines still play a role, social media platforms are becoming primary touchpoints for discovery and engagement.
Latam Intersect PR’s report identifies three trends shaping online consumption in 2025: De-influencing, Experiential Consumption, and Platform Magnetism & Pluralism. These trends reflect shifting consumer behaviors and the growing importance of authenticity, integrated experiences, and diverse digital platforms.
