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Christmas without snow: Connecting with the Latin Spirit
Every year, brands roll out their Christmas campaigns. But while the Northern Hemisphere celebrates snow, fireplaces and hot drinks, in most of
LATAM, December means summer, music and family gatherings.
The result: many so-called universal creative codes end up feeling out of sync with Latin American reality — and out of context.
So why not tell the stories that really happen here? Long family tables, secret-Santa exchanges, or the big Christmas dinner. When the story starts
there, it feels genuine and unmistakably Latin.
Global campaigns don’t always translate well.
Many brands thrive in their home markets, but when the same idea lands in LATAM, something gets lost.
The ad looks festive, but it doesn’t connect.
What usually goes wrong?
- Winter codes: snow, sweaters and hot chocolate, right in the middle of summer.
- Neutral casts and accents that don’t sound like the people from the region.
- Slow-paced music, when here the celebration is loud, joyful and shared.
- Moments that don’t fit. Christmas is celebrated on the night of the 24th, not the morning of the 25th.
- Imported decorations that cover up local flavors, colors and traditions.
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So, what does Christmas in LATAM really look like?
From the moment December begins, offices, schools and groups of friends play “amigo secreto”, where small gifts are exchanged until the final reveal. In Mexico, “Posadas” kick off with piñatas and ponche, while in Colombia, the “Novena de Aguinaldos” brings together families and neighbors.
Cities light up with decorations and Christmas fairs. There are last-minute shopping sprees and carols all month long, especially in Peru, where Los Toribianitos and their classic “Cholito Jesús” fill the air.
On Christmas Eve, Latin Americans dress up in their best clothes, Christmas in pajamas isn’t really a thing here. Families gather to enjoy the big Christmas dinner, filled with turkey, pork, tamales, hallacas, salads, desserts and, of course, the beloved panetón.
At midnight, baby Jesus is placed in the nativity scene, people raise a toast, fireworks light up the sky and gifts are opened. The celebration doesn’t end there, the music keeps playing, and families stay up late talking, laughing and sharing one more drink.
Christmas in LATAM is a celebration that’s lived and shared together.
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What can global brands learn?
Map local traditions: Choose a real moment like amigo secreto or Christmas Eve and tell that story in full.
Local voices and faces: Use words, accents and people that reflect each country and city’s diversity.
A clear product role: Show how your brand makes that moment better—by helping prepare dinner, arrive on time or set up the perfect playlist.
Global and local symbols: Christmas trees and lights, yes—but mix them with long family tables, local carols, traditional dishes and subtle regional details.
Useful content: Quick recipes, country-specific playlists, gift guides or toast ideas.
And the numbers back it up: in LATAM, 62% of brand choices are local or regional, according to The Brand Footprint 2024 report.
In such a diverse region, real connection with consumers starts by recognizing their identity, their environment and their way of celebrating.
Cases and learnings
Panetón D’Onofrio (Peru)
Every year, the brand returns to the same idea: Christmas in Peru feels like home — surrounded by people and a panetón at the center of the table. Simple stories, local cast and real traditions.D’Onofrio shows that when a scene feels familiar, you don’t need big plot twists — it’s enough to tell it as it really happens.
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Claro (Colombia)
The telecom brand created a digital version of “La Novena de Aguinaldos” for people to download and share, bringing one of December’s most beloved rituals online and making it accessible to everyone.
Claro shows that you can take an existing tradition and turn it into something useful for your audience. This way, the brand stays present right where people already are, in their customs and in their everyday lives.
Harina P.A.N. (Venezuela)
The brand celebrates hallacas, a centerpiece of the season, by launching a special holiday packaging that reflects the spirit of Venezuelan festivities. It also joins the celebration by including the product in “combos hallaqueros” and sponsoring the “Festival de la Hallaca”.
Harina P.A.N. shows the power of embracing a cultural ritual that drives purchase behavior, like making hallacas, to earn a place at the table.
Pollo Campero (Guatemala)
The brand hosts a massive year-end event featuring fireworks and drone shows that bring families together and mark the start of the Christmas season.
Pollo Campero shows that by connecting with a tradition that brings people together, a brand can become the true host of the celebration.
Conclusion: Understanding the region is the best strategy
Winning Christmas in LATAM isn’t about changing the decorations, it’s about reading December’s emotional calendar, choosing the moments that truly represent the region, and offering simple solutions that make what already happens at home even easier.
In a region where 62% of brand choices are local or regional, the campaigns that truly resonate are the ones that understand the tone, timing and symbols of each country.
When a brand adapts to the local context, it earns a place in group chats, at the dinner table and in people’s memories, leaving them with the feeling that the brand speaks their language.
If your brand wants to speak that language with a local accent, Positive Agency is here to help.
We adapt global messages to the LATAM context and turn them into stories that connect and get shared.
Want your campaigns to sound more local and perform better? Get in touch. We’re the partner that speaks LATAM’s cultural language.
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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.
Has the great battle for the Latin audience begun?
It’s a fact! Latin America has become the crown jewel for digital platforms. Every day we see apps and brands choosing the region as their next destination, driven by a young, creative population that makes heavy use of social networks.
With mobile internet penetration at 65% and 413 million active users, and 94.2% of the world’s internet users on social media, it’s no surprise that attention is focused on this side of the planet.413 million active users, and 94.2% of the world’s internet users on social media, it’s no surprise that attention is focused on this side of the planet.
The Latin American audience doesn’t just consume; it also creates and shares trends that later go global. Just look at all the creators, online businesses, viral content and social media celebrities coming out of Mexico, Colombia or Argentina to understand why the Hispanic market is so sought‑after today.
The full story is told in numbers:
TikTok adds 189.7 million users in Latin America, according to Backlinko, which represents 18.29% of its global base and a 32.2% penetration rate among internet users.
YouTube, meanwhile, has more than 500 million monthly active users in the region. The size and engagement of these audiences are so significant that any company with global ambitions will want a slice of the pie. For content producers, the major barrier has always been language, and that’s where automatic translation begins to play a decisive role.
History and context of automatic translation
Why does translation become essential? Simple: because most Latin Americans do not speak English.
In Argentina, only 6.52% of the population has a high level, in Colombia the figure is 4.22%, and in Chile barely 9.53%.
The regional average of English proficiency has stabilized in recent years, according to this article from ef.edu, but it remains low for such a connected region. This means that the majority of the Hispanic audience consumes content in Spanish and that, without translation, it is difficult for a video in English to go viral in Bogotá or Lima. Hence the urgency platforms have to break down these language barriers.
Platforms have taken previous steps. For example, in 2016 Instagram launched its “See Translation button, which converts captions and comments into the user’s language.
Twitter (now X) allows posts to be translated by clicking a link below each message, and Google Translate has long been the best friend of many community managers.
These solutions helped to understand text, but they left out audio and video. Until recently, the voice of a creator remained unchangeable; those who didn’t understand the language were missing half the story.
New contenders in action: TikTok and YouTube
The race to win over the Latin audience isn’t limited to a single app. TikTok and YouTube are the places where people learn recipes, follow tutorials, and discover artists. For any brand, these spaces mean millions of eyes and ears waiting for content that speaks their language.
In light of this, both platforms have made advances in accessibility. TikTok introduced auto captions in 2021 to create automatic subtitles and, in 2022, added translations for captions, descriptions, and stickers. These options appear in the lower left corner of the video and allow a clip recorded in
Mexico City to be understood in Berlin or Seoul. The initial range includes languages such as English, Portuguese, German, Indonesian, Italian, Korean, Mandarin, Spanish, and Turkish, opening the door to a global consumption of Latin content.
Last year YouTube took another step forward: its auto-dubbing feature, launched in December, generates audio tracks in other languages for creators’ videos. The system detects the language, creates dubbed versions that creators can review and delete if they’re not satisfied, and it supports languages like English, French, German, Hindi, Indonesian, Italian, Japanese, Portuguese, and Spanish.
It still sounds a bit robotic, we know, but it reduces the friction of reading subtitles.
A bold new move from Instagram
The announcement that set this battle on fire came in August 2025. Meta revealed that Instagram Reels and Facebook videos can now be automatically dubbed between English and Spanish, using artificial intelligence that clones the creator’s voice and syncs their lips. According to Adam Mosseri, the goal is to break cultural and linguistic barriers.
The tool lets you activate dubbing at the moment of publishing, review how the audio sounds before sharing, and provides language based stats to know how many views each version receives.
This update can be interpreted in two ways. On one hand, Hispanic influencers will face multiplied competition: any creator in the U.S. or U.K. can automatically appear in Colombian or Peruvian feeds, and algorithms will reward the best content regardless of origin. On the other hand, a brand new route opens for Latin creators: someone in Buenos Aires who never spoke English can now appear on the timeline of someone in Los Angeles with their voice dubbed into English. The language barrier fades and the market expands. It’s no longer enough to just be funny or creative; you’ll have to stand out among thousands of global voices, and as a parcero from Colombia would say, ponerse las pilas with the storytelling.”
Conclusion: translation is not enough
Automatic translation is just the first step. Marketing experts remind us that localization and cultural adaptation processes are needed for the message to truly resonate. Localization adjusts content to the idioms and nuances of each country, while transcreation reimagining the idea so that it becomes emotionally relevant creates authentic connections. Without that work, a dubbed video may sound correct but fail to spark empathy; a cuate in Mexico or a pata in Peru will notice when something feel sout of place.
This is where Positive Agency comes in. We are an agency specialized in opening the doors of the Latin American market to brands and companies from other countries.
We understand that translation alone is not enough: you have to adapt the discourse, incorporate local references, and tell stories that connect with your audience’s passions and concerns. If your brand wants to seize the boom of the Latin audience, you need a partner who masters the art of transcreation
Peru Is Key: From Meme to Global Digital Powerhouse
Peru is key! You see it in every post, every viral meme, and every achievement making noise around the world—from gastronomy to video games. What started as a TikTok joke has become a shout of national pride, and the visit of U.S. streamer IShowSpeed to Lima proved it: he not only hung out with local influencers, he was even named “mayor for two hours” and pulled off an acrobatic jump from the municipal balcony that went viral. From that moment on, media outlets and online communities echoed the phrase with force:
saying “Peru is key” is no longer just a meme—it’s the way to shout “Long live Perú!” to the world.
It’s not a trend, it’s love for chicharrón.
Have you voted for the pan con chicharrón yet? Hurry up, the final is almost here!
It’s the shout echoing everywhere: on social media, in the news, and even in the streets—no matter the brand or industry.
Peru ’s digital boom has been fueled by viral moments like the “Peru is key” meme, IShowSpeed’s visit, and above all, Ibai Llanos’ Breakfast World Cup. In this online tournament, Perú crushed it with over 8.1 million votes for its pan con chicharrón and tamal, beating Ecuador and going global. The hype was so big that politicians, media, and local brands jumped in, while Gamarra—the country’s biggest clothing hub—even launched custom T-shirts about the contest. This event didn’t just spark citizen excitement, it also cemented Peruvian gastronomy as a true nation-brand icon online, showing its massive pulling power and international reach.
Because Peru doesn’t just have the world’s best restaurant... it probably has the best too!
Once you’re on the bus, there’s no getting off.
Your child settles onto your lap, you light the fireplace, your eyes grow misty, and you begin to tell the story. If Peru once was key to the world, now it’s key to the entire digital universe. The gamer boom also carries a Peruvian face: in August 2025, the team Perú Unite made history by becoming champions of the Pokémon UNITE World Championships in California—making them the first Latin American team to ever lift the world trophy after defeating the Japanese favorites, Zeta Division, 3-1. “I mean, we beat the creators of the game.
The achievement of these five young Peruvians was celebrated as a source of national pride and recognized by international outlets like Infobae and Yahoo News, which highlighted how they “conquered the World Championship... securing the franchise’s most important trophy for the South American nation.
The phrase “Peru is key” went viral once again, as the tournament brought together more than 25,000 live attendees in Anaheim and reached nearly 1.1 million unique online viewers, with peaks of 185,000 simultaneous streams, cementing Peru’s presence before the eyes of the world.
The team itself thanked the support from home, reinforcing the idea that Peruvian talent transcends borders and that Spanish-speaking audiences deeply value their local champions. And beyond the sport, this victory ignited marketing as well: brands tied to gaming—hardware, telecommunications, energy drinks, and more—found in Peru a passionate and growing niche. Combined with other milestones like gaming tournaments, massive streams, and viral phenomena, this triumph positions Peru firmly on the global digital map, proving that its online culture is not just fleeting virality, but the consolidation of communities—gamers, foodies, streamer fans—driven by a uniquely Latin American passion.
The Peruvian Formula: Creativity, Community, and Digital Speed
What makes Peru’s digital ecosystem unique isn’t just virality, but the combination of three forces: creativity, community, and speed. Peruvian creativity shows up in memes, trends, and narratives that stand out in an ocean of global content. Community amplifies those ideas with overwhelming energy—from young people spontaneously launching digital campaigns to local brands cleverly joining the conversation. And then there’s speed: within hours, a meme born on TikTok can trend on X, Facebook, and even reach traditional media. This trio explains why phenomena like “Peru is key”, the Breakfast World Cup, or the Pokémon UNITE championship win are not isolated events but symptoms of a larger pattern: Perú has become a cultural accelerator for the region. For global brands, this means that any action in this market doesn’t just make waves locally—it has the potential to scale across all of Latin America.
“Dad, who was Peru Unite?”
Your child settles onto your lap, you light the fireplace, your eyes grow misty, and you begin to tell the story. If Peru once was key to the world, now it’s key to the entire digital universe. The gamer boom also carries a Peruvian face: in August 2025, the team Perú Unite made history by becoming champions of the Pokémon UNITE World Championships in California—making them the first Latin American team to ever lift the world trophy after defeating the Japanese favorites, Zeta Division, 3-1. “I mean, we beat the creators of the game.
The achievement of these five young Peruvians was celebrated as a source of national pride and recognized by international outlets like Infobae and Yahoo News, which highlighted how they “conquered the World Championship... securing the franchise’s most important trophy for the South American nation.
The phrase “Peru is key” went viral once again, as the tournament brought together more than 25,000 live attendees in Anaheim and reached nearly 1.1 million unique online viewers, with peaks of 185,000 simultaneous streams, cementing Peru’s presence before the eyes of the world.
The team itself thanked the support from home, reinforcing the idea that Peruvian talent transcends borders and that Spanish-speaking audiences deeply value their local champions. And beyond the sport, this victory ignited marketing as well: brands tied to gaming—hardware, telecommunications, energy drinks, and more—found in Peru a passionate and growing niche. Combined with other milestones like gaming tournaments, massive streams, and viral phenomena, this triumph positions Perú firmly on the global digital map, proving that its online culture is not just fleeting virality, but the consolidation of communities—gamers, foodies, streamer fans—driven by a uniquely Latin American passion.
Why is investing in Latin America key for global brands?
Latin America is no longer just an “emerging market.” Today, it’s a cultural and digital laboratory setting global trends. This entire movement has direct consequences for marketing: it shows that Latin America —and Peru in particular— has become a strategic and vibrant market for any global brand seeking relevance, where trends born from memes, gaming tournaments, or viral phenomena quickly spread and spark national pride.
The achievement of these five young Peruvians was celebrated as a source of national pride and recognized by international outlets like Infobae and Yahoo News, which highlighted how they “conquered the World Championship... securing the franchise’s most important trophy for the South American nation.
Joining these movements in real time (as KFC, Bembos, or BCP did with #PeruEsClave and the World Breakfast Cup) allows brands to connect emotionally with young, digital first consumers, who already surpass 70% internet penetration and 90% mobile access in the region.
Moreover, campaigns that reinforce local identities (such as pan con chicharrón or Peru Unite) enhance brand-country perception and open opportunities in booming sectors such as e-commerce, fintech, gaming, and entertainment. Sponsorship of events and collaborations with influencers or creators multiply organic reach in an ecosystem where culture —gastronomy, music, sports, memes— acts as an exportable form of soft power, and where authentic engagement can outperform million-dollar campaigns.
In conclusion, Latin America is now a global cultural laboratory, with Peru as its best example, showing that digital not only amplifies narratives but also strengthens passionate communities, turning the region into an unmissable destination for brand innovation and growth.
Positive leads the way in the new digital map.
At Positive, we understand that it’s not enough to simply “be on social media”—you need to understand the culture that drives it. Perú and Latin America are fertile ground for brands looking to grow, but they require strategy to avoid going unnoticed. That’s why we identify local insights that become global—such as gastronomic pride or gaming passion—and translate them into campaigns with regional impact and international resonance. Our approach blends creativity with data, combining qualitative analysis of trends, communities, and narratives with quantitative tracking of mentions, engagement, and hashtag growth to design strategies that are both measurable and effective.We know how to authentically place brands within viral phenomena, as many did by joining #PeruEsClave. We act as a bridge between the local and the global, helping brands from the U.S. or Europe connect with Latin American audiences through trust and real engagement. And we do it with close, memorable communication—crafting narratives that move people, spark laughter, invite participation, and turn consumers into fans. In short: Positive helps you ride the digital cultural wave of Latin America so your brand is not just a witness to what’s happening, but a protagonist in the conversations that matter.
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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.
iPad, Paper and Scissors. Mix Media Emerges as a Creative Alternative
It’s becoming increasingly hard to surprise anyone with what we see on social media. Fortunately, there are still techniques that break the mold — like collage.
Whether static, animated, or mixed with physical objects, collage and mix media are experiencing a revival on social platforms driven by Gen Z.
We’re talking about a visual storytelling style that blends illustration, archival material, real-life objects, and animation — transforming into small films known as video collages, analog interventions in a digitized world, or a combination of various elements that grab attention and stand out in a saturated feed.
Let’s take a closer look at the impact of a technique that once seemed reserved for editorials or contemporary art — and is now ready to be used in brand content.
Is Mix Media a Response to AI?
We’re seeing more and more campaigns that feel like they came from the same prompt — which might be a normal curve in the creative industry’s process of adapting to AI. (Remember when there was a time all brands were basically posting the same things on social media?).
In the midst of that debate, collage emerges as an alternative. With its imperfect nature, it brings back the human touch, artisanal detail, and the beauty of chaos.
Each piece is unique, non-replicable. And in these times of digital saturation, that feels like a breath of fresh air.
Latin America is no exception to the growing interest in alternative techniques. More and more creators are taking cutting, pasting and digitizing very seriously — not just as a hobby, but as a new visual language.
Here are some of the names worth following:
Latam Creators Who Are Seriously Killing It
- Cortaypega: Colombian artist who creates editorial collages and collaborates with brands. Her style is poetic, rich in symbols and soft narratives.
- Vero Calderon (@elvlogdetrin): Peruvian writer and artist. She has collaborated with Buscalibros, showing that more intimate content can also be part of a campaignKamiru: This Peruvian artist has a music video-style aesthetic that grabs attention. She created a video collage for Reebok with a very compelling editing rhythm.
- amiru: This Peruvian artist has a music video-style aesthetic that grabs attention. She created a video collage for Reebok with a very compelling editing rhythm.
- Valcollage: Venezuelan artist who teaches how to create collages, shares resources, and has over 40,000 followers on her platforms.
- Mara Ocejo: Mexican collagist who has illustrated for major outlets like The New York Times — a clear example of how this technique can reach global media.
- Magu Villar: Argentine collagist who blends illustration, collage, and storytelling for social media.
Would This Technique “Stick” with My Brand?
Can you imagine a campaign where the product doesn’t float on a white background, but instead becomes part of a handcrafted scene — built with paper, threads, and cutouts that move in and out of frame? Or a reel where, instead of generic motion graphics, there’s a small, handmade story?
This type of content can:
- Be the hero content of a product launch.
- Work as content hooks for social media.
- Stand out during seasonal campaigns (Christmas, Father’s Day, etc.).
Connect with audiences tired of “more of the same.”
One thing we love about this technique is that it forces a previous step that makes all the difference: the analog one. And that’s key. Before anything is rendered, creators play with paper, fabric, magazines, modeling clay, and scissors. That physical process gives the piece a kind of soul that digital simply can’t replicate.
So, How Do We Build This Together?
At Positive, we can help you:
- Find and connect with these types of creators.
- Develop editorial, product, or campaign ideas using mix media.
- Integrate collage into your content strategy.
- Explore other techniques that can enhance your brand’s visual identity.
According to this LinkedIn article, in the coming years there will be a growing trend to value human-made content over artificial output.
This isn’t about cutting and pasting for the sake of it. It’s about telling stories differently. Because in a world where everything starts to look the same, daring to stick things together in a new way might be exactly what your brand needs.
LATAM made a big statement with the Club World Cup
Bueeee, folks! So, how was the First Club World Cup? Well, it was just as good as it gets — especially for content creation in Latin America.
How is it possible that a tournament no one paid attention to at first became one of the most-watched events in the world and a key platform for content creation in the region?
To find out, we’ll dive into the memes, the broadcasts, the videos, and everything this high-impact global conversation left behind — and uncover those insights that show how sports and digital business go hand in hand.
Cheers to DAZN’s digital strategy.
To begin understanding the impact this Club World Cup had in the digital ecosystem, we need to look at DAZN — the broadcaster that bet on an innovative digital strategy that revolutionized how the tournament was consumed in Latin America.
The platform streamed all the matches live for free, breaking away from the traditional pay-per-view model. This bold move not only made it easier for millions of fans to follow the competition, but also removed access barriers.
It was precisely this coverage that sparked what could be considered the first big conversation topic of the tournament.
A storyline that quickly turned into a source of memes, videos, and real-time engagement. Let’s take note of how a conversation can be capitalized on social media.
Lola del Carril and Marc Crosas: what a duo, mamita querida.
In the middle of the Porto vs Fluminense match, Lola and Marc began exchanging opinions about the game — some of which seemed a bit out of context. The mutual compliments they gave each other live on air were the spark that ignited a fun online conversation, with many claiming there was flirting going on between the Argentine commentator and the Spanish-Mexican ex-footballer.
The wave of memes, tweets, videos, and reactions became an unbeatable opportunity for DAZN, and for the commentators themselves, who rode the wave of popularity to present a more relatable and social media-friendly image during the broadcasts.
Translation:
A total banger in terms of viewership for DAZN and viral content — a brilliant real-time play by Lola and Marc, and a classy response to those who believe football should only be consumed through serious analysis and tactical breakdowns.
If there’s one thing we Latinos are great at, it’s finding the funny side of everything — and knowing how to run with it, especially on social media.
"Mom, when I grow up I want to be like the content creators in LATAM"
In addition to the official commentators, influencers and content creators from Latin America played a leading role in amplifying the Club World Cup experience in the digital ecosystem.
If there’s one thing we Latinos are great at, it’s finding the funny side of everything — and knowing how to run with it, especially on social media.
For example, Argentine streamer Davoo Xeneize, known for his passion for Boca Juniors (xeneize), hosted watch parties, live reactions, and match analysis across his channels on Kick, YouTube, and other platforms. With over 2 million subscribers on YouTube, Davoo drew tens of thousands of fans to watch the matches live with him.
Goals, celebrations, commentators, or memes — there were also specialized creators who viewed the sport from a different angle, one more aligned with business.
A clear example of this is the YouTube channel “El Negocio del Fútbol,” which focused on analyzing the economic impact of the next edition of the Club World Cup.
Other creators like “La Cobra , ” Charlie Carrillo , and Danigoals became amplifiers of everything happening throughout the tournament — from match results and player ratings to predictions for each new round. It was absolute proof of the drawing power that football has in Latin America, and of the wide variety of content formats it inspires, ranging from humor and economic analysis to even lifestyle content.
Did you see what the brands and creators did?
Many sports brands took advantage of their reach — for example, Adidas Argentina and Amstel sponsored content with Lola del Carril due to her rising popularity, while other sponsors invited streamers to create content during the tournament.
This collaboration between brands and creators boosted content distribution on social media, turning news and moments from the Club World Cup into viral topics that spread across every corner of the internet in Latin America.
In the end, the tournament’s digital conversation was no longer dominated only by FIFA’s official accounts or traditional media — it was co-created by a large community of digital storytellers who brought the passion of football to Twitter, TikTok, Instagram, YouTube, and Kick simultaneously.
Dive into the digital sports market in LATAM
This whole picture shows us that Latin America is one of the biggest, most passionate, and most committed football markets in the world. The case of DAZN made it clear:
When relevant and accessible content is offered, the Latin audience responds massively—creating memes, showing appreciation, and driving virality. With a shared language and rapid growth across platforms, what starts in one country can go viral across the region.
Over 9.2 million people watched the Spanish-language broadcast in the U.S. alone. 2.49 million attended matches in stadiums across the U.S.; Brazil, Argentina, and Mexico led foreign ticket purchases. And many global trends start right here. Investing in LATAM means gaining reach, loyalty, and a culture that turns content into community.
The digital footprint of the 2025 Club World Cup in LATAM shows how this region turns fleeting moments into long-lasting narratives, well beyond the final whistle. Embracing this mindset allows brands to connect more authentically with the Latin American audience — and to make sure their message resonates long after the event ends.