FEED Spring 2023 Newsletter

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

 Facebook Messenger

 Instagram

 LinkedIn

 Twitter

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