Cómo explicarle a su director financiero que la marca no es un gasto: 3 métricas clave

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.

Microinfluencers:
The Secret Formula That’s
Revolutionizing Marketing
in Latin America

01/07/25

Why Microinfluencers?

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

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

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

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

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

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

Peru:
Relatability and Credibility in Every day Life

In Peru, microinfluencers have proven that authenticity beats perfection.

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

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

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

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

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

Mexico:
Storytelling with
Heart and a Sense
of Belonging

In Mexico, we’ve noticed a clear pattern among successful microinfluencers: they know how to tell soulful stories.

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

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

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

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

Guatemala:
Local Culture and Genuine Connection
‍

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

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

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

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

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

Ecuador:
Everyday Humorand Local Pride
‍

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

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

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

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

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

Thinking of
Collaborating with
Microinfluencers?
‍

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

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

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

Why Latin America Is
the Ideal Ground
for Microinfluencer
Driven Brands

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

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

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

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

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