SPEAKING OF ADS…
Share of ad spend by format Latin America, 2021
Despite a preference for dynamic content, static ads continue dominating across the region.
28%
32%
33%
35%
38%
40%
72%
68%
67%
65%
62%
60%
Video ads Static ads
Argentina
Brazil
Chile
Colombia
Mexico
Peru
THE SOCIAL NETWORK(S) Social media abounds in LatAm, with 72% penetration across South America, specifically. The most commonly used platform is WhatsApp (90% penetration), followed by Facebook, YouTube and Facebook Messenger.
The average Latin American spends over 3.5 hours daily on social media. Given this, advertisers should look to reassess and increase their spend on digital marketing. One popular way to do this is through collaboration with influencers.
There are over 12 million influencers in LatAm, mostly on TikTok. In Venezuela, the top five TikTok influencers all have 1m+ followers. The top as of July 2022 was Yeimmy Rodriguez at 2.7m; as of February 2023, this had grown to 5.3m.
Potential advertising audience by country and social network, 2021
Latin American influencers
100
92%
90
2.7
87%
87%
Yeimmy Rodriguez @yeimmyoficial
80
76%
74%
2.2
70
Karina Visicchio @dicenquesoypana
66%
65%
63%
63%
59%
60
56%
53%
1.3
Andreina (QUEEN YAZZIE) @yazminandreeina
50
45%
44%
39%
40
1.2
32%
Laura Fuentes @lau_vipfit
30
28%
26%
24%
20
18%
1.2
14%
Leonardo Rocha @leo_fit1
11%
9%
10
8%
0
Argentina
Brazil
Colombia
Mexico
Number of TikTok followers in millions (July 2022)
YouTube
Facebook Messenger
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