I’ve been running campaigns for brands trying to break into both LATAM and US markets simultaneously, and I keep hitting the same wall: what works for US creators doesn’t automatically translate to LATAM, and vice versa. The audience expectations are just different.
We recently managed a campaign for a DTC brand that needed to launch across Mexico, Brazil, and the US at roughly the same time. Initially, I thought we could use the same creator brief with minor tweaks. That was naive. The nuance isn’t just language—it’s cultural context, platform preferences, posting cadence, even how audiences engage with authenticity.
What I’ve learned is that creator sourcing itself needs to be market-specific. A 100k follower creator in the US operates completely differently from a 100k follower creator in LATAM. Their audience is different, their engagement patterns are different, even how they negotiate rates is different. We can’t just apply a US framework and expect it to work.
The other thing that surprised me is how much the approval process matters. When you’re coordinating between teams in different timezones, and each market has its own stakeholders, bottlenecks happen fast. We had to build a system where regional leads could approve creative independently, but within a shared guardrail of brand values.
I’m curious—when you’re building a creator strategy that spans both regions, do you build separate playbooks for each market, or do you try to maintain one unified approach with local adaptations? And more importantly, at what stage do you involve your regional teams in the brief creation?