As the Latam Intersect PR report ‘2025: The Future of Social Media Consumption in Latin America’ reveals, Latin America’s social media landscape is undergoing a profound transformation. Trust in influencers is declining, user-generated content (UGC) is on the rise, and platforms like TikTok are reshaping consumer behavior. This blog provides a comprehensive guide for brands to adapt to these trends and thrive in the evolving digital ecosystem.
What Is De-Influencing and Why Does It Matter for Influencer Marketing Strategy?
De-influencing emerged as a counter-movement to overly curated and consumer-driven influencer content. The trend emphasizes authenticity, relatability, and a move away from flashy endorsements. In Latin America:
- 77% of consumers prefer reviews from regular users over influencers (7.6%).
- Trust in influencers’ sponsored posts has fallen from 58.1% in 2022 to 37.7% in 2024.
- User-generated content (UGC) has become a primary driver of purchasing decisions.
Why the Decline in Influencer Trust Is Relevant for Brands
- Consumers value authenticity and relatability over polished campaigns.
- UGC and micro-influencers provide a more trustworthy alternative to traditional influencer marketing.
- The trend aligns with broader shifts toward transparency and community-driven content.
Social Media Trends Shaping Latin America in 2025, based on key findings of our report
1. The Rise of TikTok and Micro-Influencers
- TikTok leads the way with trend-driven and relatable content that resonates deeply with Latin American audiences.
- Micro-influencers (10k–100k followers) are gaining traction due to their authenticity and niche appeal.
- Actionable Insight: Brands should invest in TikTok campaigns featuring micro-influencers to maximize engagement and ROI.
2. User-Generated Content (UGC) Dominance
- UGC, such as customer reviews and real-life product demonstrations, is now the most trusted form of content.
- 77% of respondents favor UGC when making purchasing decisions.
- Actionable Insight: Encourage satisfied customers to share their experiences on platforms like Instagram and TikTok.
3. Shifting Platform Preferences
- While Instagram remains strong for e-commerce and visual content, TikTok is the fastest-growing platform for discovery and engagement.
- Actionable Insight: Combine TikTok’s short-form video potential with Instagram Shopping features for a comprehensive strategy.
How Social Media Consumption Will Evolve by 2025 & How Brands Can Adapt
- Platform Magnetism: TikTok’s algorithm will continue driving discovery, while Instagram focuses on e-commerce integration.
- Authenticity-Driven Behavior: Consumers will increasingly rely on creators who feel real and relatable.
- UGC as Social Proof: Recommendations from peers will outweigh influencer endorsements.
Actionable Strategies for Influencer Marketing in 2025:
1. Embrace Micro-Influencers
Micro-influencers offer highly engaged audiences and cost-effective campaigns.
- Why It Works: Smaller, loyal followings mean higher engagement and relatability.
- How to Leverage It: Partner with creators aligned with your brand’s values and focus on long-term collaborations.
2. Prioritize UGC
User-generated content builds trust and amplifies authentic brand stories.
- Encourage Content Creation: Run campaigns inviting customers to share their experiences.
- Showcase UGC Across Channels: Highlight customer reviews and testimonials in ads and on social media.
3. Focus on Transparency and Authenticity
Consumers demand honest and relatable communication.
- Be Transparent: Clearly disclose sponsorships and partnerships.
Choose the Right Creators: Work with influencers who genuinely use and support your products.
FAQs:
Social media consumption will become more authenticity-driven, with TikTok and UGC leading the way.
TikTok promotes relatable, trend-driven content, while micro-influencers deliver niche appeal and stronger audience trust.
By focusing on transparency, leveraging UGC, and collaborating with creators who align with their values.
Navigating De-Influencing in 2025
The de-influencing trend represents a shift toward authenticity and relatability in Latin America’s social media landscape. By focusing on micro-influencers, user-generated content, and transparent strategies, brands can build trust and foster meaningful connections with their audiences.
For more insights, download the full report, ‘2025: The Future of Social Media Consumption in Latin America,’ available now on the Latam Intersect PR website.