I’ve been thinking about a problem that keeps coming up. When I work with US experts to vet and partner with Latin American creators, there’s often this moment where we realize our playbooks don’t align. The US expert is focused on metrics and ROI frameworks that make sense in the US market. The creator has a totally different understanding of how their audience engages.
Here’s a concrete example: I was working with a creator in Mexico who had an incredibly loyal community. Very engaged, very small, very niche. A US marketing director wanted to scale the partnership because the engagement rates looked amazing. But the creator said, “If I post more frequently, my audience will feel like I’m becoming corporate. They follow me because I’m selective and authentic.”
That’s when it clicked for me. The US framework was “more volume, more reach, better ROI.” The creator’s framework was “maintain trust, stay authentic, quality over quantity.” Both are valid. Both can work. But they only work if you actually merge them, not if one side overrides the other.
I’ve started using the bilingual hub to have these conversations earlier. Getting US-based experts in the same discussion with LatAm creators—before any partnership is finalized—has saved so many deals. They actually understand each other’s constraints and priorities, and we’ve moved away from “my way is the right way” to “here’s what succeeds in both markets.”
But I’m still figuring out the balance. Some things definitely change between markets (platform strategies, content formats, posting schedules). Other things shouldn’t change (brand values, authenticity, long-term thinking). How do you decide what’s a “market difference” versus what’s core to the partnership, regardless of geography?