- Latam Intersect PR’s new report, ‘2025: The Future of Social Media Consumption in Latin America’ confirmed that trust in influencers has fallen.
- 77% of respondents prefer ‘a review from a regular user who shares their experience with the product’ compared to 7.6% who prefer ‘an influencer’s review’, when buying online.
Brands reviewing their influencer marketing strategies for the new year might want to take a look at the latest report from Latam Intersect PR (LIPR), which predicts that ‘de-influencing’ will be one of three key trends set to impact Latin American online consumption in 2025.
“The de-influencing trend began in 2023 on TikTok in the United States, as a reaction to what users felt were unnecessarily consumeristic influencer posts,” Livia Gammardella, head of marketing and digital at Latam Intersect PR explains. “Our report — based on our own survey — found a related trend among Latin American online consumers, whose trust in influencers’ sponsored posts has also declined.”
Compared to the agency’s previous 2022 report, LIPR discovered that the percentage of respondents who trusted influencers’ sponsored posts has fallen from 58.1% to 37.7%. Instead, when making a purchasing decision in 2024, over three quarters (77%) of respondents prefer ‘a review from a regular user who shares their experience with the product’ over ‘a review from the company that sells the product’ (15.4%) or ‘an influencer’s review’ (7.6%).
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 in Latin America 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 decline in the impact big influencers have on consumers,” Livia Gammardella continues.
LIPR’s report found that an increase in influencer ad-spending has meant that bigger-name influencers are losing their market share to a larger number of smaller influencers. In addition, Instagram, the largest platform for influencers, is losing ground to TikTok, the home of micro-influencers (influencers tend to have at least 100k followers, whereas micro-influencers can have as little as 10k followers).
2024 also saw a number of influencer controversies in Latin American countries, with some big names getting into trouble for endorsing exploitative products and services. LIPR’s research also discovered that companies’ concern over influencer fraud has risen, while many brands are already allocating more budget to micro-influencers over macro-influencers.
“We aren’t saying that 2025 will spell the end of the influencer in Latin America, but that brands might want to look at how consumers’ attitudes are changing, and plan accordingly,” Gammardella adds. “Our survey found that UGC is currently a popular and effective way of reaching customers, in particular those recommendations from trusted sources such as friends and family.”
Instead of shelling out on that big celebrity endorsement, brands might want to focus on niche influencers relevant to their audience, while also empowering brand ambassadors to amplify their content, the expert suggests.
She concludes, “This trend seems to be fed by a desire for online authenticity, as users gravitate towards platforms and content creators that align with their beliefs and make them feel a personal connection—similar to a recommendation from a friend. By responding to this trend, forging transparent partnerships and selecting representatives who can authentically communicate their values, we believe brands can shift the conversation from de-influencing back to re-influencing in 2025.”
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: Trust, Influencer Marketing, and Consumer Behavior in Latin America
De-influencing is a trend where consumers reject overly consumeristic or inauthentic influencer content in favor of honest reviews and user-generated content (UGC). This trend began in 2023 on TikTok in the U.S. and is now shaping Latin American online consumption, as highlighted in Latam Intersect PR’s 2025 report. Consumers in the region are prioritizing authenticity and trust over influencer endorsements.
According to Latam Intersect PR’s survey, trust in influencers’ sponsored posts has declined significantly—from 58.1% in 2022 to 37.7% in 2024. Instead, 77% of respondents prefer product reviews from regular users over influencers or companies.
Micro-influencers, with as few as 10,000 followers, offer more niche and authentic content that resonates with specific audiences. Latam Intersect PR’s research found that concerns about influencer fraud and controversies have prompted brands to allocate more budget to micro-influencers, who are seen as more trustworthy and cost-effective.
Instagram has traditionally been the largest platform for influencers, but TikTok is gaining ground rapidly, particularly as a hub for micro-influencers. The platform’s emphasis on short-form, authentic content appeals to Latin American consumers seeking genuine recommendations.
Many consumers feel that influencer content can be overly commercialized or inauthentic. Additionally, controversies involving influencers endorsing exploitative products and concerns about influencer fraud have reduced trust.
User-generated content (UGC) refers to reviews, posts, and other content created by real users rather than brands or influencers. It is highly valued in Latin America, where consumers rely on authentic recommendations to make purchasing decisions.
Many brands are shifting budgets toward micro-influencers because they are perceived as more relatable and authentic. Micro-influencers often cater to niche audiences and have stronger engagement rates compared to celebrity influencers. The correct strategy is to ensure a good balance between influencers and their audience.
Latam Intersect PR’s report highlights three key trends:
- Consumers trusting user reviews over influencer endorsements.
- A rise in micro-influencers and niche marketing.
- The importance of authenticity and UGC in building brand loyalty.
