.png)
.png)
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.
.jpg)
TikTok leads in LatAm — and you can take advantage of it
Remember when marketing in LATAM was about billboards, TV, and radio spots, and we had to pretend digital was just a fad? Good times, right? Fast forward a few years, and now marketers can’t escape the scrolling vortex of TikTok. If you’re reading this, chances are you're no longer debating whether TikTok is "worthy" of your marketing dollars—you’re simply trying to figure out why it's crushing the social media competition in Latin America and how your brand can capitalize on it.
TikTok's Rise: More Than Just Dancing Teens
Sure, it started with teens dancing awkwardly to viral hits, but anyone still clinging to that stereotype has missed the bigger picture. TikTok's explosive growth in LATAM—Brazil, Mexico, Argentina, Colombia, and Peru leading the charge—is a testament to the platform’s intuitive understanding of local culture and trends. Unlike other platforms that tried to replicate global strategies locally, TikTok flipped the script, deeply integrating itself into LATAM culture. This approach turned the platform from "nice-to-have" to a strategic essential.
TikTok’s monthly active users in LATAM surpassed 150 million in 2024 alone. That's roughly the population of Mexico. Let that sink in.
Why is TikTok Dominating LATAM?
It's not sorcery (well, maybe just a bit)—it's actually down to a few key strategic moves:
First, TikTok didn’t just translate its content—it transformed it. Its localization strategy was clear: embracing the idiosyncrasies, humor, slang, and social cues specific to each LATAM country. Second, its algorithm. Ah, the famous algorithm. It's so precise it borders on creepy. Users find themselves in hyper-specific niches faster than you can say "engagement metrics."
Moreover, TikTok successfully captured the nuances of storytelling unique to LATAM—where emotions, humor, and authenticity reign supreme. In short, TikTok didn't force LATAM to adapt; TikTok adapted to LATAM.
Leveraging TikTok’s LATAM Dominance for Your Brand
Now, for the important part—how can your brand actually leverage TikTok’s LATAM dominance effectively?
Forget generic ads. Seriously. LATAM users sniff out inauthenticity faster than your clients question their ROI. Brands that win here embrace genuine storytelling, culturally relevant narratives, and yes—a dose of sarcasm and wit.
Here are a couple of strategic pillars your brand needs to build on:
1. Authenticity Over Everything
You know that polished corporate voice you love so much? Leave it behind. LATAM audiences on TikTok connect with real, raw, and relatable content. Brands excelling here leverage user-generated content (UGC), collaborate with local creators, and aren't afraid to show their human side.
If you’re still doing corporate-speak, your brand might as well wear a neon sign that says, "I don't belong here."
2. Tap Into LATAM’s Cultural Pulse
LATAM is not a monolith. Your campaign in Argentina won’t automatically work in Colombia. Dive into hyper-local trends, memes, and influencers. Partnering with specialized agencies deeply rooted in LATAM culture (hello, specialized social media and creative campaign agencies) can be a game changer. They already speak the language—figuratively and literally—and know how to turn engagement into meaningful ROI.
The Uniqueness of LATAM: Why Specialized Agencies Matter
Understanding LATAM's digital audience isn't as straightforward as applying a global template. The region’s idiosyncrasy is a competitive advantage if leveraged properly.
Agencies specialized in social media, digital analytics, creative campaigns, and paid media, especially those embedded in the LATAM market, can bridge the gap between global ambitions and local execution. They offer insights that generic global firms simply cannot match, making them essential partners in your TikTok LATAM strategy.
TikTok Isn't Just a Platform—It's a Cultural Playground
If you're not yet on TikTok in LATAM, your brand is missing the party, literally and figuratively. LATAM isn't just adopting TikTok; it's reshaping its landscape. As a marketer, the question is no longer if your brand should be on TikTok but how well you can integrate into the unique tapestry of LATAM digital culture.
In short, if your brand hasn't embraced TikTok in LATAM yet, it's about time to step up—or watch your competitors dance away with your audience.
.jpg)
Dictionary of Latin gestures your brand needs to understand
You don’t need a PhD in anthropology to screw up in Latin America—just post the wrong emoji. Or launch a video ad where a character waves their hand a bit too freely. Boom: brand cancelled, comments on fire, and a crisis call with your agency on a Sunday.
Welcome to the world of gestures. A subtle, powerful, and often-overlooked layer of communication that can either boost your cultural relevance or make your brand go viral for all the wrong reasons. And no, not the good kind of viral.
Let’s be clear: Latin America is not one country. It’s twenty. And each has its own codes.
But there are patterns—gesture behaviors, meanings, and taboos that your marketing team should master. If your brand wants to survive in the Latin market (and maybe even be loved), here’s the unsugarcoated guide to the semiotics of the hands, eyes, and facial micro-movements that can kill—or convert—your campaigns.
The Raised Eyebrow: Yes, we’re judging you 🤨
In countries like Peru, Chile, or Venezuela, a raised eyebrow can mean “I’m listening”, “You serious?”, or “Try again”. Use this in a character's animation or in a gif and you might land your brand in a sarcastic tone you didn’t mean. Especially in customer service interactions, emojis that emulate this (think 🤨) can read as passive-aggressive.
“Not all expressions translate—some accuse.”
The “Finger Purse”: Italian? Yes. But also Caribbean. 🤌
The pinched-fingers-together gesture 🤌 (tips all touching and facing upward), often associated with Italians saying “What do you want from me?”, is common in Dominican Republic and Puerto Rico—but it doesn’t mean the same thing. In DR, it can mean “Let me explain” or “Hold up.” It’s assertive. Use it wrong, and it becomes condescending. Use it right, and it can express passion or urgency.
The Chin Flick: Silence, or worse 🤷♂️
In Brazil or Argentina, flicking the back of your fingers from under the chin (sometimes confused with a shrug 🤷♂️) is not a charming “meh.” It means “I don’t care”, and sometimes “F** you.”* Including a character doing this—even subtly—in a meme or video can completely change your message.
“Gestures are louder than captions.”
The Hand Clap: Applause? Maybe. A Threat? Definitely. 👏
If you’re in Colombia or El Salvador and someone claps their hands at you once, hard and loud 👏, it’s not praise. It’s a challenge. A way to say “You better listen” or “You’re testing me.” Brands that show people clapping in scenes of celebration should keep it warm, soft, and multiple claps—not a single, sudden hit. Otherwise, the street tone leaks in.
The Thumb Between Fingers: That’s not cute. That’s old-school vulgar. 🤏
In places like Mexico or Peru, putting your thumb between your index and middle fingers (not a standard emoji yet, but imagine 🤏 with the thumb inside) has historically meant “I’m insulting you” or “Here’s your disrespect.” Some brands use this as a quirky logo element or sticker. Don’t. It's not ironic. It's just dated and offensive.
The “Come Here” Finger Wiggle: In the U.S.? Innocent. In Latin America? Borderline creepy. ☝️👉
Using the upward, single finger curl ☝️ or beckoning motion 👉 to signal someone over is extremely common in the U.S. But in many Latin countries—especially conservative areas like Guatemala or Paraguay—it feels intimate, even inappropriate. Think twice before your mascot does it. You’re not summoning a toddler—you’re triggering discomfort.
The “Peace” Sign: Not always so peaceful ✌️
In Chile, Colombia or Uruguay, turning the palm inward while flashing the “peace” sign ✌️ can be read as mocking or offensive. It’s about angle, intention and local context. If your brand relies on visual metaphors like this in reels or story ads, angle it right or don’t use it at all. “A rotated hand can rotate your brand perception.”
Hands Together Like Praying: Not always gratitude 🙏
Many brands (especially beauty or wellness) use the praying hands gesture 🙏 to express thankfulness. But in some regions of Mexico and Bolivia, this is tied to death rituals or mourning. It’s not offensive per se, but it may communicate something you didn’t mean. That “thank you for your support” post might accidentally read like a memorial.
So, why should your brand care?
Because Latin audiences don’t just see your content—they feel it. They grew up with mothers reading body language better than FBI profilers. They know what every eyebrow, hand twist, and head tilt means. So when a brand gets it wrong, it’s not forgiven as an innocent cultural slip. It’s judged as lazy.
And the worst part? You won’t always hear the backlash. It won’t be an email. It’ll be disengagement, mistrust, or mockery in private WhatsApp groups.
What can you do?
Work with local experts who get the nuances.
At Positive Agency, we’ve seen it all—brands trying to “connect” using globally approved emoji packs, generic memes, or hand signs that go viral only because they were awkward. Our creative campaigns go through culture filters, local translators, and emotional sniff tests before hitting “publish.”
We don’t guess. We know—because we grew up in it.
If you want content that doesn’t just survive in LATAM but thrives, talk to an agency that speaks the language—body and all.
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.
.png)
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.