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Myths and truths about viral content
Let’s be honest: “going viral” is the sugar high of digital marketing. It’s flashy. It spikes. It makes everyone on your team refresh the analytics dashboard every 15 minutes like addicts. But like all sugar highs, it crashes. Hard.
We’ve been sold the myth that virality is the apex of content success—the golden goose of reach, impressions, and “exposure.” But here’s the twist no one talks about at conferences: virality is a terrible long-term strategy.
Let’s unpack this myth, and more importantly, let’s talk about what really moves the needle—sustainable contagion.
Act I: The Cult of the Spike
The term “viral content” sounds sexy. It’s associated with meteoric growth, fame, and that irresistible dopamine hit when your brand trends for 36 hours on X (formerly Twitter) before disappearing into digital oblivion.
But think about the last viral piece you saw. What brand was behind it? Can you recall the message? The product? Or just the gimmick?
Exactly.
Most viral content is a one-hit wonder in a content landfill. The kind of thing marketers show in pitch decks, not because it sold anything, but because it made them look clever.
In reality, viral spikes rarely align with actual KPIs. No retention. No loyalty. No revenue growth. Just a fleeting moment of attention that too often serves vanity more than value.
“Virality is not a content strategy. It’s a lottery ticket disguised as a marketing plan.”
Act II: Contagion with a Purpose
Now let’s talk about what actually builds brands in the long run: sustainable contagion.
This is the idea that content can be designed to spread, not explode. That the value embedded in your message compels people to share it not because it's shocking or gimmicky—but because it’s useful, relatable, or makes them look smart.
It’s the slow burn that warms entire rooms. Not the firecracker that flashes and vanishes.
Sustainable contagion is about:
- Repetition with relevance.
- Shareability without sensationalism.
- Distribution strategies that respect the psychology of your audience.
We’re talking about creating content ecosystems, not content stunts.
And here’s where agencies that understand the Latin American mindset have a superpower. Our cultures don’t reward short-term flash as much as they reward stories that evolve, connect, and stay. That’s idiosyncratic loyalty—and it’s the perfect soil for sustainable contagion.
“Content isn’t meant to be shouted. It’s meant to be whispered in the right ear, by the right person, at the right time.”
Act III: How Sustainable Contagion Wins
Let’s play it out.
You’re a marketer trying to win over a fragmented, bilingual audience in the U.S. Hispanic market. You could hire an agency to make a TikTok that might (maybe) go viral. Or you could work with an agency that understands how content moves through trust networks.
Like comadres on WhatsApp.
Like uncles who share Facebook videos with their family group every morning.
Like Gen Zs who DM your memes because “this is so you.”
That’s sustainable contagion in action. Built through:
- Ongoing Social Media storytelling
- Culturally-aware Paid Media
- Precision Analytics that learn what spreads (and what doesn’t)
- Relatable Creative Campaigns that feel like inside jokes, not brand slogans
Because when you earn a share instead of chasing a share, you create real community.
And let’s face it—community is the new currency in marketing.
Closing the Loop: Let Virality Die
Look, we’re not saying viral moments don’t have value. If it happens, great. Use the spotlight. Just don’t build your marketing house on a viral foundation—because it will collapse under its own weight.
Instead, design your content like you’re building a movement, not a moment.
And if you want help doing that, work with people who actually get the nuance of culture, language, and relevance. Agencies like ours, who don’t sell vanity. We engineer value that spreads. “Don’t chase the explosion. Build the echo.”
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Prime Time is Latin: What Bad Bunny’s Presence at the 2026 Super Bowl Reveals About the Cultural Power of This Side of the World
A perspective from Positive Agency on the new protagonism of Latin culture in global marketing.
The year is coming to an end. Christmas lights are already glowing in shopping malls, and among them, that synthetic 80s music—born from MIDI rhythm boxes—blends with what’s coming through my headphones.
As I warm up my coffee and open my laptop to join the first meeting of the day, I think about how everything changes. At the agency, we understand that movement as something natural. Our work is not just to communicate but to read and decode the digital culture of a region as dynamic as Latin America.
In the virtual waiting room, someone has left their microphone on. A Caribbean track seeps in—a mix of percussion and Spanglish that takes me back to the first days of the year, close to my birthday. I don’t have photos on my desk, but one thought pops into my head: “I should’ve taken more pictures.”
Curious title for an album, I think, right as I’m about to join a meeting where images mean everything—and where we’d never think of “throwing them away.”
Musical tastes aside, that coincidence makes me pause. Between metrics, strategies, and deadlines, we sometimes forget why culture matters so much in what we do. Maybe hearing Bad Bunny in the waiting room, while scrolling through Resident Advisor, helped me connect the dots.
A Cultural Game-Changer for Global Marketing
When the NFL confirmed Bad Bunny as the headliner for the 2026 Super Bowl Halftime Show, it didn’t just announce a performance—it sent a message to the marketing world.
The Puerto Rican artist, who sings mostly in Spanish or Spanglish, represents a generation that embraces its roots and celebrates cultural identity.
While millions prepare to watch the biggest game of the year, brands are preparing to understand how Latin culture has become the emotional engine of the U.S. market.
The Latin Shift of the U.S. Market
Over the past decades, the growth of the Latin audience in the United States has reshaped the country’s consumption map.
Latinos now represent over 20% of the total population (U.S. Census Bureau, 2024) and show one of the fastest-growing rates in purchasing power
Yet, according to a 2025 study by XR Global source , only 4% of Super Bowl commercials featured Latin talent or cultural references—a figure far below America’s demographic reality. That gap signals a clear opportunity for Latin marketers.
The distance between cultural influence and commercial visibility remains wide—but it’s closing fast.
Bad Bunny embodies that transformation. He’s no longer a “Latin artist succeeding in the U.S. but a global artist redefining
the mainstream, reflecting decades of Latin American culture exported to the world.
For brands, this means an open door to step into the landscape of Latin cultural storytelling—a space that deeply interests us.
In 2025, the advertisers who dominated the Super Bowl conversation—Anheuser Busch, Michelob ULTRA, Lay’s, and Pfizer— did so not only through visual creativity but through narrative authenticity.
Audiences no longer respond to spectacle without purpose; they seek coherence, tone, and cultural rhythm.
In 2026, Spanglish will be the event’s native language.
“Spanglish, Latin aesthetics, and cultural references will no longer be creative winks—they’ll be the first lights of a new era in global communication.”
The challenge isn’t to speak like Latinos, but to speak from a culture that has become collective—and no longer foreign—to the American market.
The Power of Creating from Culture
Advertising has learned that translation isn’t enough.
The next step is to co-create from within culture, not just represent it superficially.
This means integrating Latin talent across every level of the creative chain—from copywriters and art directors to strategists and data analysts—to generate genuine and original campaigns.
That’s the approach we take at Positive Agency.
As a team, we believe cultural identity not only inspires creativity—it defines strategy.
We combine local insight, regional sensitivity, and global execution to help brands connect with audiences through emotion and cultural truth.
Bad Bunny is proof that we’re on the right path. Latin culture is no longer overlooked—it’s the starting point of a new, hyperconnected, transcultural form of communication.
Brands that understand this will stop “including” and start belonging to cultural movements.
According to Think with Google, bilingual consumers process emotions more intensely in their native language.
For the 2026 Super Bowl, using Spanish or Spanglish won’t be a differentiation tactic—it will be a manifestation of cultural authenticity.
In this context, language stops being a code and becomes a form of connection.
Latin Culture Is Inevitable
The challenge for brands isn’t to “ride” the Latin wave, but to understand that this wave already sets the rhythm of global culture. Brands that grasp this will be closer to what’s now known as cultural leadership.
“In 2026, it won’t be enough to be at the Super Bowl. Brands will need to be in the conversation across their digital ecosystems.”
Brands That Already Understand the Latin Power
Before Bad Bunny takes the world’s biggest stage, some brands have already opened the path for Latin culture in U.S. advertising.
Coca-Cola, with its Hispanic Spark campaign, proved that a Latin narrative can coexist with a global brand—authentically and at scale.
T-Mobile has launched bilingual campaigns like #SomosMás spot, designed for Hispanic U.S. markets, celebrating the diversity and resilience of the Latin community. It also maintains T-Mobile en Español and promotions for families living between two cultures.
That narrative consistency has allowed it to build a genuine bond with Latin audiences.
According to Kantar (2024), 64% of Hispanic consumers prefer brands that recognize their cultural identity—an insight T-Mobile has successfully turned into growth. (Source: Kantar North America, Creating Marketing Impact with the Hispanic Community)
These examples confirm the trend: Latin brands are no longer asking for space in the U.S. market—they’re building it themselves.
That sets the stage for Bad Bunny’s performance to be the rule, not the exception.
The Power of Creating from Culture
That same cup of coffee from the morning still sits on my desk, now a little cold—the moment I enjoy it most, because it means the day is almost over.
With the last sip, I think about how the 2025 Super Bowl proved that the world’s most expensive advertising slot isn’t won by budget, but by cultural purpose.
In 2026, that purpose will speak two languages and resonate across millions of homes that see Latin culture as a shared identity.
At Positive Agency, we believe that taking a strategic and creative stance toward this phenomenon brings us closer to the right path.
That’s our competitive advantage.
Fandom in Peru and its connection potential
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.
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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.
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UGC, CGC, IGC or What You See?
It All Started as Gossip and Turned into a Trend.
In Latin America, we always say gossip isn’t really our thing... but come on! We can’t help but smile when someone starts with the classic, “Did you hear?” or when a friend leans in quietly to say: “I’ve got chismecito.”
The same thing happens in the digital world. One day, you find yourself debating, laughing, and sharing memes about someone who appeared in a viral video... someone you probably barely know.
And that’s how this whole mess began: a video posted by content creator @_suplinna set off a snowball of comments about “doing UGC in Latin America.”
What is UGC?
UGC stands for User Generated Content: content created by regular, everyday users—not paid or pressured by brands—born from a genuine experience.
Think of it this way: when a customer uploads a photo or writes a comment without any payment involved, that’s authentic UGC.
According to Wikipedia, this type of content has allowed consumers to move from being passive participants to becoming active contributors on digital platforms.
And here’s a key stat: 79% of millennials and 70% of Gen Z make purchasing decisions basedon UGC.
Furthermore, “user-generated content influences the purchases of 79% of consumers, and 92% trust peer recommendations more than branded content.”
This proves that without a clear understanding of UGC, we risk losing the authentic touch that truly drives people to act.
What’s the State of UGC in Latam?
While in the U.S. and Europe many brands already include it as a key part of their business strategy, in Latin America the idea still lingers that a proper UGC execution is simply “I’ll send you one of my products so you can post something,” overlooking one of the most important promotional vehicles for generating awareness on digital channels.
Whether due to a lack of knowledge from the brands themselves or a lack of guidance from their agencies, the creative process for developing a UGC campaign often lacks clear KPIs, variety in entry hooks, proper editing by the agency, optimization of formats for media placement, or even the basic understanding that a UGC creator should know if their content will be boosted or not, and for how long.
As @mila_posada points out in this video:
In Latin America, only 37.7% trust sponsored posts, a figure that aligns closely with Europe andthe U.S., where the average is around 35%–39%, according to this data from Single Rain.
In contrast, well-executed UGC —the kind that feels like it came from an everyday person— has far greater power to connect than an influencer with all the production resources at their disposal.
On the other hand, according to a global report, the UGC marketing market is expected to grow from USD 6.7 billionin 2024 to USD 132.7 billion in 2034, with a CAGR of 34.8%.
This is a clear sign that our region is still not in sync with what’s coming.
The Confusion: Everything’s Called UGC
Here’s the big problem: many people call anything “UGC” if it’s a video with good editing, nice lighting, and camera flair, when in reality it’s paid branded content or disguised influencer work. It’s not that these productions are bad or less effective, but they lead to some serious misunderstandings:
- Brands don’t know if they’re paying for authenticity or for production.
- Creators don’t know how to position themselves: does authenticity have less value than a well-scripted, well-edited video?
- The audience grows distrustful: if everything looks paid, who’s really saying, “this is dope”?
This video of @yuyo.says can actually help us understand the communication differences between one and the other.
Clear Differences to Avoid Confusion
These acronyms are everywhere, but it’s important to keep them straight:
- UGC (User Generated Content): spontaneous, authentic content created by regular users.
- IGC (Influencer Generated Content): content from people with an audience, who usually charge for it —this production is no longer anonymous.
- CGC (Creator Generated Content or Company Generated Content): content created either by the brand or by hired creators, with an editorial focus and controlled quality.
According to Territory Influence: "UGC thrives on authenticity and community, while IGCl everages the influence and creativity of people with an established online presence."
So, how should these differences be addressed in a campaign led by a marketing agency? This video by @theinexpert explains it:
Where Should We Go Next?
These acronyms are everywhere, but it’s important to keep them straight:
- Market Education: Brands and agencies must know how to distinguish between UGC, IGC, and CGC, and use each one in its proper role.
- Creator Professionalization: Creators should know how to quote, deliver, and sell their proposals without disguising themselves as UGC when they are actually IGC or CGC.
- Building an Authentic Culture: Users should feel good about sharing, without thinking that everything is a hidden transaction.
At Positive, we not only understand the differences between UGC, IGC, and CGC, but we also apply them in a structured way within every campaign. This allows us to design strategies where each type of content fulfills its exact function, boosting authenticity and maximizing results. This way, we help international brands land organically in the Latin market, connecting with audiences through the language, codes, and culture that truly move them.