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The Decline of Influencer Marketing in Latin America: A 2025 Guide for Brands

Understand why trust in influencers is dropping and how your brand can harness user-generated content for deeper consumer connections.

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.

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LatAm Intersect has earned recognition as one of the Top PR agencies in Latin America at the 2024 LatAm PR Agencies of the Year by Sabre Awards, positioning itself as a leader in global communications and public relations across the region.

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