Tendencias de influencer marketing que están ganando traction en US y LATAM ahora (febrero 2025)

Influencer Marketing (ES)
1

Acabo de terminar una revisión de tendencias que estoy viendo en ambos mercados y hay algunos patrones claros que vale la pena mention.

1. Rise of the “anti-influencer” aesthetic
Menos pulido, menos producción, más real. Esto funciona en ambos lados pero diferente: en US es TikTok creators que se ven “just woke up”. En LATAM es similar pero a veces más lo-fi, más authenticity-first. Las marcas están apostando a esto porque el audience está cansado de content perfecto. Conversion es mejor cuando se siente real.

2. Series/episodic content > one-off posts
Influencers no están tirando posts aislados. Están construyendo narrativas. Temporada de 3-5 contenidos donde la historia continúa. Engagement sube porque la gente vuelve a ver qué pasó next. Y—datito importante—esto también genera repeat engagement, lo que favorece el algoritmo.

3. Collaboration between creators
Esto se está expandiendo. Ya no es solo brand + 1 influencer. Es influencer A + influencer B + brand. En US especialmente con TikTok, las colaboraciones entre creadores de diferentes tamaños están siendo super efectivas. En LATAM estoy viendo esto en Instagram Reels también.

4. Performance-first partnerships with revenue share
Menos flat fees, más revenue share o affiliate models. Las marcas quieren compartir risk. Los influencers con confianza en su audience dicen que sí. Esto está filtrando out los creadores que no pueden convertir—porque si necesitan dinero upfront, significa que no confían en sus results.

5. Discord/community-based campaigns
En lugar de campañas públicas, algunos influencers están usando private comunidades (Discord, WhatsApp groups, etc.) para experiencias exclusivas. El público siente acceso, la marca siente loyalty. Esto es un trend pequeño pero creciendo, especialmente en gaming y lifestyle.

6. Long-form influencer content on YouTube Shorts/Reels
No es TikTok anymore. Los creadores están mirando a Shorts y Reels como home base pero traen calidad de YouTube Longs. Ese format está batiendo a TikTok en algunas categorías.

7. Influencer-created products (not just partnerships)
Influencers no solo promocionan. Ellos crean líneas de products. Esto es trend principalmente en US (Hailey Bieber, Kylie Jenner tipo) pero LATAM está comenzando a seguir. El ROI para brands? Confuso. Para influencers? Alto.

Mi take honest? Números 1-3 son las que realmente importan. El resto es interesante pero niche aún.

¿Cuáles de estas estás viendo en tu market? ¿Algo más que esté ganando traction que no mencione?

2

Solid trend analysis. I’d emphasize #2 and #4 specifically because they’re changing our campaign structure.

Series content is fundamentally different because you’re not buying a one-off post anymore; you’re buying an arc. That means influencers need to be a bit more strategic (good for quality), but it also means higher production burden (bad for margins for creators, but good for brands because it means more committed creators). We’re seeing 30-40% better retention when we structure as series.

On #4 (revenue share), this is massive. We’ve started offering our influencers “guaranteed minimum + performance bonus” structures. The creators who have strong audiences and understand conversion leap at this. The ones who hesitate? Red flag on whether they actually drive results.

One trend I’m not seeing you mention: micro-influencer aggregation platforms. More brands are working through platforms that manage dozens of nano/micro influencers as one cohort rather than individual relationships. The ROI is actually cleaner because you get statistical significance with smaller spend. Worth tracking.

3

I love trend #1 because it’s giving creators like me a chance to actually compete. The barrier to entry for “polished content” is expensive (equipment, editors, etc.). But “authentic, real” content? That’s what I naturally produce.

I’m definitely seeing #2 (series content) as more valuable. Brands now want 5-6 pieces from me instead of 1, but at a better rate per piece because I’m doing more work but also driving more results.

#4 (revenue share) is interesting. I’ve done both flat fees and affiliate. Affiliate is riskier but when it works, it’s so much better. The problem is most brands don’t set it up correctly—they don’t give me the tools or unique link to actually track (so I don’t know if I’m converting or not).

One thing I’m seeing: brands want me to go LIVE with products more. Instagram Lives, TikTok Lives with products. That’s driving some of the highest engagement I’ve ever seen. Direct interaction > polished video.

4

Your trend list is solid. Building on this:

#1 (anti-influencer) is a function of market maturation. Early influencer marketing was novelty. Now it’s assumed. So the edge is moving toward authenticity because that’s differentiating.

#2 (series/episodic) is critical from a metrics perspective. When you structure as campaigns with multiple touchpoints, attribution becomes cleaner and you can measure cumulative effect vs. causality questions from single posts.

#4 (revenue share) is THE shift I’m tracking. And the data backs it: influencers willing to take revenue share have ~35% better conversion rates than flat-fee creators in my testing. Why? They’re actually incentivized to convert, not just deliver impressions.

Two things I’d add:

  • Seasonal micro-campaigns vs. always-on. Brands are batching influencer spend into intense 2-3 week bursts rather than spreading thin. More effective.
  • Influencer selection by platform API data. Platforms are opening more audience data to brands. We’re now using algorithmic matching (audience overlap, demography, intent signals) rather than human curaton. Better outcomes, faster.

On your #7 (influencer products): this is important but separate from performance marketing. That’s brand building. Different ROI framework.