I’ve been diving deep into the LATAM market for the past few months, and I’m noticing a massive gap that most US brands don’t even realize they’re falling into. We’re talking about language barriers, cultural nuances, and platform preferences that are completely different from what works in the States.
Here’s what I’m learning: Mexico, Brazil, and Colombia aren’t interchangeable markets. They have different creator ecosystems, different audience behaviors, and honestly, different expectations for how brands should show up.
For Mexico, I’ve found that Instagram and TikTok dominate, but the content style—authenticity mixed with a bit of humor—is very specific. Brazilians? They’re living on TikTok and YouTube Shorts, and they respond incredibly well to energetic, personality-driven UGC. Colombia’s market is smaller but growing fast, and creators there are hungry for partnerships at a fraction of US rates.
The real challenge I’m facing is finding creators who understand the why behind the campaign, not just the what. And then there’s the language piece—working with bilingual hubs that can actually bridge the gap between our US team and LATAM creators has been a game-changer. Instead of getting lost in translation, we’re able to align on cultural fit from day one.
I’m also noticing that UGC costs are dramatically lower (we’re talking 40-60% less than comparable US creators), but the engagement rates aren’t proportionally lower. In fact, some of our LATAM UGC campaigns are outperforming our domestic ones.
What’s been your experience working with LATAM creators? Are you finding that language or cultural differences are the main blocker, or is it something else entirely?