State of influencer marketing in Mexico in 2023

In recent years, influencer marketing has emerged as a powerful tool for brands to reach and engage with their target audience. By partnering with social media influencers, businesses can leverage their large following and credibility to promote their products or services. Mexico, with a population of over 130 million and a booming social media scene, has become a prime market for influencer marketing.

This report aims to provide an overview of the current state of influencer marketing in Mexico.

By examining the latest insights, this report seeks to provide a comprehensive understanding of the influencer marketing landscape in Mexico, and help brands make informed decisions about their marketing strategies in this dynamic and rapidly evolving market.

We used the trendHERO database to create this report.It includes 702 926 accounts (1 thousand followers and more) from Mexico with information about language, followers count, Engagement rate, account type, gender of influencers, mentions, etc. Ad post info is for winter (Dec’22 – Feb’23) to include all Christmas and New Year promo campaigns.

Size of influencers

For the goals of this report it is important to consider the size of an influencer.

Usually in addition to the size of an influencer’s following, it is also important to consider their engagement rates and audience demographics. These factors can give you a better understanding of how effective an influencer is likely to be in reaching and engaging with your target audience. In this report we’ll show you how engagement and demographics are influenced by size.

We divide all influencers on 4 groups:

• Nano influencers (5-10k followers)
• Micro influencers (10-100k followers)
• Mid-tir or Macro influencers (100k-1M followers)
• Celebrities (1M and more)

Demographics

To better understand who the Mexican influencers are we need to research for their gender, language and categories.

Gender

Check it according to the size of accounts to have a clear vision.

As far as our database includes all types of accounts we’ll add brand account to these graphs:

So, you can see the distribution of Instagram accounts according to their type. It’s worth noting that there is parity between influencers and brands in all groups.

Language

The official language of Mexico is Spanish, which is spoken by 90 percent of the people. So it’s interesting to check which language influencer content is created in.

We can see a trend that bigger accounts are mostly Spanish (93%), however only 74% of nano influencers write their post in it.

Categories

In this section we explore influencers according to the category of their content and the size of their followings.

We sorted categories by their popularity overall and used this order for all charts. So, you can observe the difference between each group of influencers.

1. Nano influencers

Most popular categories for nano influencers in Mexico are beauty, shopping, music, and food.

2. Micro influencers

Most popular categories for micro influencers (10-100k followers) in Mexico are shopping, music, beauty, sport, and art.

3. Macro influencers

Macro influencers (100k-1M followers) in Mexico write about music, sport, shopping, art, and movies.

4. Celebrities

Celebrities (1M and more) are totally dedicated to movies, music, and art.

Engagement rate

Engagement rate on Instagram is a metric that measures the level of interaction and involvement that users have with your content.

It is calculated by dividing the number of likes and comments on a post by the total number of followers, multiplied by 100 to give a percentage.

Engagement rate is important because it reflects the level of interest and engagement that your audience has with your content. A higher engagement rate means that your content is resonating well with your followers, and they are actively engaging with it by liking, commenting, sharing, or saving your posts.

Why do you need to know average Engagement rate in your niche

Knowing the average engagement rate in your niche can be helpful for several reasons:

1. Benchmarking: By knowing the average engagement rate in your niche, you can set a benchmark for your own performance and compare it against others. This can give you an idea of how well you are doing in terms of engagement, and whether you need to improve your strategy.
2. Competitive analysis: By analyzing the engagement rate of your competitors, you can get insights into what type of content works well in your niche and what your audience is interested in. This can help you refine your own content strategy and create content that is more appealing to your target audience.
3. Influencer partnerships: If you are looking to collaborate with influencers in your niche, knowing the average engagement rate can help you identify the most relevant and effective partners. You can look for influencers who have a high engagement rate and a similar target audience as yours, which can increase the chances of success for your campaign.
4. Overall industry insights: By understanding the average engagement rate in your niche, you can gain insights into the overall trends and behavior of your target audience. This can help you create a more effective marketing strategy that is tailored to your audience’s preferences and interests.

Overall, knowing the average engagement rate in your niche can help you make informed decisions and improve your Instagram marketing strategy. It can give you a better understanding of your audience and competition, and help you create content that resonates well with your target audience.

The good, the bad, and the excellent Engagement rate for Mexico

To make this report useful for you we don’t provide an overall Engagement rate for Mexico. In some niches the average ER can be twice higher than in others.

To the aim of this report we have 4 types of Engagement rate based on percentile:

• Bad (75% of influencers have ER better than this)
• Average (median)
• Good (only 25% of influencers have ER better than this)
• Excellent ( (only 10% of influencers have ER better than this).

It means that if you write about sport and your ER is 3.1%, your content has average engagement. But the same ER in fitness is good compared with competitors.

Beauty, medicine, family, food, home

Sport, automotive, art, hobby, movies

Music, photo, fitness, animals, entertainment

Business, travel, politics, shopping, news

Top influencers

Instagram has become a leading platform for influencers to showcase their content and connect with their audiences.

In Mexico, there are many talented and influential individuals who have built large followings on the platform. In this article, we will highlight some of the top Instagram influencers in Mexico. But only top accounts could be on this graph:

Explore top 100 Instagram influencers in Mexico. It’s a shared list of influencers created in trendHERO, so it includes up-to-date data about accounts’ followings and Engagement rate. Read more about shared lists.

Top influencers engagement

You also need to know that follower count doesn’t mean great engagement though:

We also recommend checking ER dynamics while looking for influencers.

Top mentioned

We used the large database of content with mentions to research influencer collaboration history or brands’ campaigns.

As you see the most mentioned accounts are makeup and clothing brands. They are leaders of influencer marketing and benefit the most from this type of marketing.

Conclusion

In conclusion, influencer marketing has become a significant force in the marketing industry in Mexico, providing businesses with a powerful tool to reach and engage with their target audience.

Overall, this report provides a comprehensive understanding of the influencer marketing landscape in Mexico, and serves as a valuable resource for brands seeking to develop effective influencer marketing strategies in this dynamic and rapidly evolving market.

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This report is part of our big research of influencer marketing in different countries. In case you need this kind of research for your country, don’t hesitate to write to us on [email protected].