Growth hacking in Spanish: when technical jargon doesn’t cross borders

October 1, 2023

Let’s start in Miami. A startup founder—let’s call him Chad—is pitching his edtech app to a room full of Colombian parents. His deck is filled with words like “CAC,” “LTV optimization,” “scaling loops,” and “viral coefficient.” He ends his speech with: “And that’s how we hacked our way to 100K users!”

‍

The room stares back at him like he just recited the periodic table in Klingon. One of the parents timidly raises a hand and asks: “¿Pero qué significa hackear usuarios?”

‍

Spoiler: the pitch tanked.
Spoiler #2: this happens more than you think.

Jargon doesn’t travel well. Especially when you’re crossing cultural borders, not just linguistic ones.

‍

“We’re not translating. We’re transplanting.”

‍

That’s a phrase we use often in Latin American marketing strategy. Because when a U.S. brand thinks all it takes to scale in Spanish-speaking markets is to hire a translator or copy-paste their tactics into a Canva template with salsa music… things go wrong. Fast.

‍

Growth hacking isn’t just about A/B tests and onboarding funnels. It’s about contextual velocity.

‍
 And if the context isn’t right—your growth will rot before it ripens.

Let’s break this down with an example you’ll love (or hate, depending on where your budget went):

A DTC brand selling smart fitness gear tried running Facebook ads in Mexico with copy like:
“Reach your KPIs. Bio-optimize your day. Hack your routine.”

‍

And here’s what the audience read:

‍
“Suena bonito, pero ¿qué mier... están diciendo?”

Engagement was dead. Comments were mostly emoji laughs and confused reactions. The campaign tanked.

Why? Because nobody in Guadalajara, Bogotá or Lima is thinking about 'bio-optimization' when doing sit-ups. They’re thinking about not getting yelled at by their trainer or about how they’ll explain to mamá that they bought another gadget instead of paying off their credit card.

‍

Growth needs cultural nuance. Not cultural negligence.

‍

Let’s make one thing clear: the Latino market doesn’t need you to “dumb down” your brand.
They just need you to understand what they value.
 If your growth strategy assumes that everyone thinks like a Bay Area product manager… you’ll miss the point (and the profit).

Here’s what actually drives conversion in Latin America:

‍

  • Trust, not just tech.

  • Social proof from people like me, not influencers from Silicon Valley.

  • Relatability over automation.

  • Emotion-first, data-second. (Yes, we love dashboards—but we cry at commercials too.)

‍

You can be the most technical, optimized, AI-powered startup in the world, but if you say “retargeting funnel” to someone whose idea of marketing is still tied to la feria del barrio, you’re not landing. You’re floating.

‍

From Growth Hack to Culture Crack

‍

So, what’s the fix? Should we erase every metric-driven tactic from the playbook?
No. But we do need to reframe.

Growth hacking in Spanish isn't just translation. It's reinvention.

‍
 It’s asking:

‍

  • Would this campaign go viral in Cartagena without paid media?

  • Would a Cuban abuela understand the value prop?

  • Would a Mexican Gen Z repost this if it didn’t have a celebrity?

‍

You start winning when your brand stops acting like a tourist and starts acting like a local disruptor.

‍

The Latin American Growth Formula (aka: what your agency should actually be doing)

‍

Want growth? Start here:

‍

1. Local slang isn’t optional.

‍
 If your CTA says “optimize your flow,” you're out. If it says “pon tu rutina en modo bestia,” you're in. (Yes, even for SaaS.)

‍

2. Humor beats data—until trust is built.

‍
 Remember: many Latin American consumers have been burned by shiny foreign tech. They won’t be impressed by charts until they like you.

‍

3. Your metrics need a human face.

‍
 We don’t just want to hear “+78% user retention.” We want to meet Lucía, a 37-year-old mom in Quito who’s using your app to help her kids study. Tell us about her.

‍

4. Let the emotion lead the funnel.

‍
 Start with storytelling. Then plug in the tracking pixels. Not the other way around.

‍

So… should you go it alone?

‍

You could.

You could keep running Google Ads in Spanish that sound like Google Translate and crossing your fingers for CAC to drop.

Or…
You could partner with an agency that’s been in the trenches—testing, launching, and scaling brands that actually stick in Latin America.

Because when you treat the Latino market like a “segment,” you lose.
 When you treat it like a culture, you win.

And here’s the thing: we don’t just get the language. We get the rhythm. The timing. The emotion.
 That’s what drives sustainable growth south of the border.

So next time you're thinking of hacking growth in Spanish, maybe start by unlearning English.

‍

Back to Blog

Positive Agency - Growth hacking in Spanish: when technical jargon doesn’t cross borders

October 1, 2023
We were walking around Lima recently and paused in front of an ad at Arenales Shopping Center. For those who don’t know it, it’s the largest epicenter of otaku, gamer, and geek culture in Peru, popular among lovers of anime, manga, video games, Kpop, and Asian culture in general. There, we saw an Inca Kola ad—not about food this time, but about cosplay, manga, video games, pop culture—featuring fans like us not as consumers, but as protagonists. And that’s when we realized: brands that understand the power of fandom in Latin America don’t just sell… they become part of something much bigger.
We were walking around Lima recently and paused in front of an ad at Arenales Shopping Center. For those who don’t know it, it’s the largest epicenter of otaku, gamer, and geek culture in Peru, popular among lovers of anime, manga, video games, Kpop, and Asian culture in general. There, we saw an Inca Kola ad—not about food this time, but about cosplay, manga, video games, pop culture—featuring fans like us not as consumers, but as protagonists. And that’s when we realized: brands that understand the power of fandom in Latin America don’t just sell… they become part of something much bigger.

What do brands have to do with all of this?

More and more, brands understand that it’s not enough to talk to people; you have to connect with what they love. That’s where fandom comes in. Today, brands like Inca Kola, Pilsen Callao, Coca‑Cola, and many others are finding authentic ways to dive into these worlds
  • Inca Kola left an indelible mark at Arenales by connecting directly with otaku and gamer communities. Through visual campaigns featuring anime, video games, and local culture, the brand renewed its big idea—“da gusto con todo”—to connect with new generations without losing its essence. It began with strategic activations alongside a Z‑audience influencer, adapting their core message for a new crowd.
 Inca Kola went beyond ads: it became a cultural integration symbol—appearing on collectible cards, manga‑style illustrations, and in‑mall activations—naturally joining the fandom world. The brand learned that “gusto” isn’t just a flavor; it’s a shared emotion experienced in skate, cosplay, urban dance—everything that drives this community
  • Pilsen Callao, one of Peru’s most popular beers, found its place in the gaming world by aligning with its core value: friendship. Rather than just sponsoring events, it created experiences celebrating gaming among friends. It appeared at Gamer Day events, supporting Dota communities—one of the most popular games in the region.
 Its commitment went further—partnering with developers and AI tech to create inclusive solutions so everyone, regardless of ability, can enjoy gaming. For them, the real victory is ensuring no one is left out, and that every friendship, without exception, has a place in this universe.
  • Coca‑Cola knows how to connect fandom power with its timeless taste. In Peru, the Marvel universe beats in the hearts of over 1.3 million fans. From comics to collectibles to movie marathons, the Peruvian Marvel community is huge and passionate. Coca‑Cola recognized this and, ahead of the biggest 2024 premiere—Deadpool & Wolverine—launched a special edition in partnership with Marvel. Superhero-themed cans and bottles hit stores, supermarkets, and cinemas nationwide, awakening the collector spirit in thousands of Peruvians.
 When a brand understands what excites its audience, it stops being part of their daily life and becomes part of their world. Coca‑Cola didn’t just refresh fans—it made them feel seen. And in a country where Marvel is almost like a religion, that’s worth more than a thousand epic battles.

What do brands have to do with all of this?

Today, the difference between a brand that simply shows up and one that truly connects lies in understanding the terrain it steps onto. Being present isn’t enough—you have to know how to be present. It’s not about intruding; it’s about integrating

The spaces where people express themselves, share, and build identity are not showcases— they’re cultural ecosystems, where language, codes, and dynamics matter.

Where being an outsider is noticeable, and being genuine is valued. That’s why the challenge isn’t about making an impact— it’s about belonging. Being part of the context, not forcing in. Making the brand sound like a familiar voice, not just another message.
‍
The key isn’t disguise; it’s finding real points of connection—places where what the brand represents aligns organically with how people think, feel, and what they need. Because when a brand feels like its own, it’s not only welcomed—it’s defended, shared, and celebrated

Why Fandom Matters So Much in LATAM?

In Latin America, passion isn’t half‑hearted. What we love is celebrated out loud, shared in community, and defended with heart. Being a fan isn’t just a personal choice—it’s collective identity. It’s painting your face, memorizing lines, crying at a finale, f ighting for a character, forming WhatsApp groups, spending hours creating theories or memes

Here, fans don’t just observe—they participate. They build. They become active parts of the universes they love. That’s why when a brand truly touches that emotional chord—with respect and authenticity—it doesn’t just gain visibility; it wins loyalty. And when something really connects here, it becomes conversation. Trend. Ritual

The power of fandom in LATAM isn’t just in its size—it’s in its intensity. And that intensity—well understood—can turn fans of a show, a team, or an artist into fans of the brand brave enough to stand beside them. Because in Peru, when a brand enters a fan’s heart, it doesn’t just gain a consumer—it gains an ally. An ambassador. An amplifierWhere being an outsider is noticeable, and being genuine is valued. That’s why the challenge isn’t about making an impact— it’s about belonging. Being part of the context, not forcing in. Making the brand sound like a familiar voice, not just another message.
First, understand that fandom isn’t bought or forced—it’s earned, with humility, active listening, and authentic participation. If a brand wants to reach that level, it must stop seeing audiences as mere receivers and start seeing them as living, passionate, demanding communities

Entry isn’t with a giant logo but with gestures that speak their language, respect their codes, and add real value to their rituals. It’s about collaborating, not colonizing. Finding a way for the brand to contribute without stealing the spotlight, to connect without faking belonging. It’s about enhancing a fandom that’s already built, not trying to lead it

Above all, it takes patience—because in the fandom world, trust is built on small yet meaningful actions and lost in a single opportunistic move. If the brand passes that test, what follows isn’t just engagement—it’s love. And fandom love—especially in LATAM—is the kind that becomes culture

Why the Latin Market Is So Powerful and How We Can Help Brands Enter It?


At Positive Agency, we believe that the only truly powerful thing is what stands the test of time—and the Latin market is the ideal stage to create those kinds of stories: deep, emotional, shared, and experienced with an intensity that few regions can match. It’s not about chasing the latest trend; it’s about understanding what truly moves people, about telling stories that touch the soul today, tomorrow, and in ten years.
That’s Timeless Content, and that’s our north. We help brands find that emotional truth that doesn’t age, that unforgettable message, that story that becomes part of a community, a generation, a culture. If your brand wants to enter this market with real impact, it’s not enough to be relevant—it has to be memorable. And we know how to make that happen.
Because in LATAM, when something truly connects, it doesn’t stay in a folder—it lives in the heart. And that’s the best place a brand can be.
If you want to learn how to truly make an impact in the Latin American market and build the kind of connection we've shown in these examples, follow us on social media and keep reading our blog. And if you're ready for your brand or company to take that leap, we're here to help you make it happen. Reach out to us—let’s start this journey together.
Back to Blog
Microinfluencers:
The Secret Formula That’s
Revolutionizing Marketing
in Latin America
01/07/25

Why Microinfluencers?

You don’t need a million followers to connect with a million people.

Today, brands without massive influencer budgets are discovering the power of microinfluencers—content creatorswith smaller but highly engaged audiences. Microinfluencers tend to generate significantly higher engagement thanlarge-scale profiles. Recent studies show that microinfluencers (typically between 1,000 and 100,000 followers) canachieve average engagement rates close to 7%. That’s up to 60% more engagement than larger influencers, thanks tothe trust and closeness they maintain with their audience. A well-executed campaign with a 100K-follower profile canyield better results than a million-dollar investment focused on reach without genuine connection.

In countries like Peru, Mexico, Guatemala, and Ecuador, brands are earning public trust by betting on authentic contentand real voices. In an era where audiences skip traditional ads and seek honest relationships with brands,microinfluencers are rewriting the marketing rulebook. Brands that understand this shift are achieving what manyconsider the digital “holy grail”: staying relevant, converting without being pushy, and building community throughcloseness.

In a landscape saturated with ads and messages, microinfluencers have become the most trusted and relatable voices.With communities ranging from 1,000 to just over 100,000 followers, they strike a powerful balance: enough reach tocreate impact, and deep, authentic connection with their followers.

Unlike big-name celebrities, their content doesn’t feel like a paid spot—it feels like a genuine recommendation. They’resubject-matter experts, they chat with their followers, and they share from lived experience, making their posts feel liketrusted advice from a friend. Partnering with microinfluencers allows brands to integrate naturally into people’s lives,from within communities, with content that inspires trust, affinity, and relatability.

Now, let’s look at how this formula is already producing real results in countries like Peru, Mexico, Ecuador, and Guatemala.

Peru:
Relatability and
Credibility in Everyday Life
In Peru, microinfluencers have proven that authenticity beats perfection.

The content that truly performs is the kind that feels real—unfiltered, unscripted, and born from everyday moments the audience can relate to. Brands that understand this have created memorable campaigns by embracing the simple but powerful.

Take creators like Christydinatali, Chocochifle.show, and Alisson.gonzaleezz, who use ironic humor and an unmistakable personal style to deliver sharp, no-frills perspectives. Without big production budgets, they responded authentically and personally to campaigns like Burger King’s “Los chanchos vuelan,” where the brand introduced its new Bondiola King sandwich via drone delivery. The result: real comments and high engagement. No celebrities—just microinfluencers sharing their love for pork and the grill.

Another standout case was the “Winter Season” campaign by Tottus. Instead of traditional models, the brand chose microinfluencers to showcase its new clothing line. The content felt so real and accessible that it went viral organically, sparking a wave of user-generated videos proudly showing off their outfits. The impact extended beyond engagement—it translated into sales.

In fact, in the first quarter of 2025, an influencer marketing platform connected 716 microinfluencers with various brands, generating over 342 million impressions, 34 million likes, and 459,000 shares. Brands like Tottus, BCP, and Kotex saw notable gains in visibility, traffic, and digital conversion thanks to these collaborations.

Key insight: In Peru, authenticity drives real connection. When brands embrace unfiltered content and work with microinfluencers, they don’t just reach people—they earn their trust. What’s everyday, spontaneous, and genuine stays longer in people’s minds—and hearts. Because here, what’s produced might catch attention, but what’s real stirs emotion. And that emotion is what converts.

Mexico:
Storytelling with
Heart and a Sense
of Belonging
In Mexico, we’ve noticed a clear pattern among successful microinfluencers: they know how to tell soulful stories.

The content that truly resonates blends relatability, humor, and deep cultural belonging. And if there’s something that captivates Latin American audiences, it’s a well-told anecdote—those everyday tales that don’t seem like branded content but, in the right hands, seamlessly incorporate products without feeling forced.

A standout example is Carlos Zacu, a rising microinfluencer who has won over thousands with his raw, humorous storytelling. He draws from personal experiences, difficult moments, and relatable anecdotes. He’s not afraid to laugh at himself or move his audience with vulnerable truths. Thanks to his authenticity, brands like CeraVe, Garnier
México, Dove Men, and LaLiga have trusted him to reach new audiences. His work isn’t just content—it’s community built from the heart.

In recent events like the 2024 Copa América and Latin Grammys, TelevisaUnivision activated 16 influencers—mostly microinfluencers—for campaigns that reached 41.6 million video views and 3 million interactions, delivering an estimated ROI of 4 to 1 and an average cost of just $0.0045 per view.

Key insight: In Mexico, emotional storytelling rooted in local identity and humor is the strongest bridge between brand and audience. It’s not just about telling a story—it’s about telling it like a friend would: with warmth, wit, and honesty. When content feels familiar and part of daily life, the connection isn’t just made—it becomes unforgettable.microinfluencers, they don’t just reach people—they earn their trust. What’s everyday, spontaneous, and genuine stays longer in people’s minds—and hearts. Because here, what’s produced might catch attention, but what’s real stirs emotion. And that emotion is what converts.

Guatemala:
Local Culture and Genuine Connection

In Guatemala, we’ve found a diverse community of microinfluencers who stand out for their authentic, relatablecontent with deep local roots.

What really connects here is what feels real—from home-cooked traditional recipes to honest stories of entrepreneurship, told without filters or frills.

Guatemalan microcreators understand that the real value lies in showing life as it is—and that’s what makes theirimpact so powerful. A prime example is Pao Sánchez, who’s built a solid Latin American audience thanks to hergenuine, spontaneous lifestyle. It’s exactly this real-life content—based on daily routines, relatable tone, and livedexperience—that’s attracted brands like Banco Cuscatlán, Remington, Pandora, and Warner Bros, who recognize herability to naturally weave products into content that truly resonates.

Another local success story involved an organic beverage brand that entered Guatemala, El Salvador, and Costa Ricathrough 150+ microcreators, generating over 350 unpaid Instagram posts and securing shelf space and productturnover with zero paid advertising.

Key insight: In Guatemala, authenticity isn’t a strategy—it’s a way of telling life. The content that resonates doesn’ttry to impress—it aims to connect. And when a story feels honest, it becomes a conversation.

Ecuador:
Everyday Humorand Local Pride

In Ecuador, microinfluencers have tapped into a key truth: localinsights are gold. The moments we all live—but few know how to narrate—are the ones that build real connection.

In such a diverse country, the content that sticks is the kind that mixes authenticity, humor, and everyday life.These creators don’t need big productions. With a phone and a lot of truth, they make us laugh, reflect, and share.They use the language of the streets, the family, and the neighborhood to tell stories everyone recognizes.

One great example is Josh Paredes, a rising microinfluencer who’s built a strong community using short scripts andeveryday Ecuadorian and Latin American scenarios. Thanks to this organic and relatable approach, brands like KFC,DFSK (auto), Etafashion (retail), and Supermercados Akí now rely on her content to connect authentically.

Key insight: In Ecuador, the most impactful content is the kind that feels like it was made by “one of us.” The morereal, the stronger the bond—because here, trust isn’t earned with production value, it’s earned with truth.

In Ecuador, microinfluencers with 5,000 to 20,000 followers average about 1.28% engagement on Instagram, whilethose with 1,000 to 5,000 can reach around 3.5%. The smaller the audience, the greater the interaction rate—proving once again that authenticity outperforms scale.

Thinking of
Collaborating with
Microinfluencers?

Start by observing and listening: identify those already speaking about your brand organically and analyze what kind ofcontent truly connects with their communities. It’s not about big numbers—it’s about strong affinities. Then, define thevalues, emotions, and messages you want to convey, and partner with microinfluencers who reflect that same essence.

The secret is to build genuine relationships—not impose scripts. Be clear about your goals, but leave space for thecreator to bring their voice, style, and authenticity. Think of them as creative partners, not just advertising channels.And above all, amplify their content on your platforms—doing so gives them visibility, strengthens the bond, andshows your community they’re an active part of your brand’s story.

Remember: 44% of marketers already prefer working with microinfluencers because of their high engagement and costefficiency.

Why Latin America Is
the Ideal Ground
for Microinfluencer
Driven Brands

Latin America isn’t just a market—it’s a diverse, passionate, and connection-driven community. Here, microinfluencers aren’t just messengers—they’repart of the neighborhood, part of the daily conversation.

Their authenticity, relatability, and recommendation power make them essential allies for brands looking to go beyondtraditional advertising. In fact, a Nielsen study found that 92% of consumers trust recommendations from individualsmore than from brands themselves.

At Positive Agency, we understand that every country has its own codes, language, and cultural references. That’s whywe don’t offer a one-size-fits-all formula—we bring the cultural sensitivity needed to truly connect.

If you’re ready to speak to real audiences through authentic voices, we’re ready to build it with you. Let’s bring thatstory to life.

Back to Blog