How Influencers Are Shaping Consumer Trust in Mexico

We’ve brought our “Trust in Influencer Marketing” IZEA Insights report to Mexico to explore the impact of influencers on consumers in the country. The latest edition of our research revealed compelling insights into how Mexican consumers engage with influencers and brands on social media.

The results of this survey, based on responses from 1,052 social media users in Mexico, demonstrate the prevailing influence of social media and influencers in shaping consumer behavior. 

Key findings

One of the most striking discoveries from the survey is that 66% of Mexican consumers have made purchases based on influencer recommendations. This statistic shines a spotlight on the effectiveness of influencer marketing in a country where 64% of consumers prefer content from influencers over traditional advertisements. These figures highlight a shift in preference from conventional advertising methods to influencer content, as people increasingly turn to relatable and authentic influencers for guidance when making their purchasing decisions.

Embracing social shopping

The study found that 51% of Mexican respondents have used social media platforms’ shopping features to make purchases, showing that shoppers in the country are embracing social commerce. Shopping on social media apps is more widely accepted, especially among younger generations. Mexican consumers ages 18 to 29 are 2.3 times more likely to buy products through social media than their United States peers.

Insights for influencers and marketers

Our Mexico edition of the Trust in Influencer Marketing report offers important insights for creators and marketers.

For influencers:

• Trust factor: 45% of respondents are more likely to trust an influencer’s sponsored post over one from an A-list celebrity. This emphasizes the importance of authenticity in influencer marketing because consumers are looking for relatable figures they can connect with.
• Product recommendations: The data shows that 66% of respondents have made purchases after seeing products used by influencers, solidifying influencers’ roles as trusted figures.
• Shopping features: 51% of survey respondents have purchased a product through social media shopping features. The stat shows influencers can effectively leverage social media platforms to promote products and earn income.

For marketers:

• Consumer preferences: A significant 64% of social media users prefer influencer-created content over marketing professionals’ content, indicating a need for brands to collaborate with influencers rather than relying solely on in-house marketing teams. Creator content is viewed as more relatable and authentic, earning more trust among consumers.
• Driving new trials: Influencer posts spark interest across various demographics, and they are more likely to motivate consumers to try new products than traditional ads like TV, paid social, or magazine placements. Influencer marketing is a vital part of an effective overall marketing strategy.

Social media recommendations: Consumers are more inclined to turn to social media for recommendations—more so than family or friends—before making significant purchases.

Audience insights

The report also offers interesting insights into social media users in Mexico:

• TikTok dominance: TikTok is considered the top platform for influencer content, especially among users ages 18 to 44.
• AI influencers: Virtual or AI creators are more widely followed in Mexico. 40% of Mexican social media users follow AI influencers, compared with 26% in the United States.
• Social media habits: Young adults (ages 18 to 29) in Mexico spend an average of 7.6 hours daily on social media, which shows its significance in their daily lives. It also means they are most likely to see influencer ads rather than other forms of advertising.

Influencers:

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Marketers:

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