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The Latino (or Latinx) population is the second-fastest-growing ethnic group in the U.S., according to the Pew Research Center. In 2019, the number of Latino residents in the United States reached a record number of 60.6 million. As a marketer, it’s vital to reach as many potential customers as possible. A great way to do that is to connect with influencers of various cultural backgrounds, who can effortlessly connect with a particular audience. Check out some of the most well-known Latino influencers on social media today.

25 top Latino influencers to know

Lele Pons

Lele is a Venezuelan-American singer, comedian, influencer, YouTuber, author, and actress. Thanks to the charming sense of humor she displays in most of her videos, followed by her amazing ability to sing and perform, she quickly grew in popularity. With 17.8 million YouTube subscribers, her videos have over 1.3 billion views. She’s also a triple-platinum artist. Time named her one of the most influential people on the internet.

Dulce Candy

This Mexican-American YouTuber, wife, mother, yoga teacher, and author became well-known for her unparalleled beauty and style. However, in 2021, she shifted away from fashion and beauty trends and into self-love and personal growth. She quit her YouTube with over 2 million subscribers to start the brand Sweet Soul and create a brand-new channel dedicated to that; it’s currently at 23.2K subscribers. While she still promotes brands and products to her 1 million Instagram followers, her page also features her beautiful family and updates regarding her self-love brand and journey.

German Garmendia

German, (pronounced “Xerman”) is a Chilean YouTuber, singer-songwriter and comedian. His gaming YouTube channel, JuegaGerman, is the third most-subscribed Spanish-language channel, with 45.6 million subscribers. The YouTube channel he uses to post comedy videos, HolaSoyGerman, is not too far behind with 43.3 million subscribers. German was listed as one of the biggest YouTube stars by the Washington Post and one of the most influential in Time.

Maiah Ocando

Born in Venezuela and now an LA resident, Ocando makes her mark among Latina influencers with the help of her comedy-centered YouTube channel and her fashion designs. Her Instagram mostly shows off her incredible style, her loving partner and clips of her workout routine.

Lejuan James

With the help of Vine, Lejuan quickly rose to internet stardom. He soon after accumulated a large Facebook following, currently at 3.3 million, and a slightly smaller one on Instagram, at 2.5 million. As you might have guessed from his name (a parody of “LeBron James”), he’s a bit of a comedian, often riffing on Latino culture in his videos. He wrote a book titled “#DefinitelyHispanic,” in which he talks about his experiences growing up.

Kathy Cano-Murillo

The “Crafty Chica,” is a Latina influencer and crafter. She runs her online store, Crafty Chica, where she sells ceramics and other forms of art. Kathy’s blog and podcast, also titled Crafty Chica, feature facts about her business, fun DIY tutorials, and more.

Jorge Narvaez

In 2012, Huffington Post called Narvaez the “most famous single dad on YouTube.” He quickly grew popular on YouTube by posting videos of himself and his daughter doing song covers, enjoying family vacations, and just living life. His channel, realitychangers, currently has over 600K subscribers.

Dani and Nico

Dani and Nico are a Miami couple who share travel and lifestyle content on their Instagram, @twooutsiders, where they have 145K followers, and TikTok, where they have 556.3K followers. The pair love showing off their matching outfits on trips and giving their followers a peek into their daily lives. They are skilled photographers who can post in English or Spanish. They also share lots of tips, including engagement photo ideas.


Me perdonó al segundo 1 🥹

♬ Ya Dios me Peldonó - Eguita💦

Bethany Mota

Considered by many as one of the original vloggers, Bethany started her influencer career in 2009 by doing haul videos on YouTube. She remains highly influential through content about DIY, cooking, style, hair and makeup tutorials, and travel videos. Over the years, she’s racked up over 9 million subscribers.

Andrea Espada

This vivacious Latina influencer has pretty much done it all. In addition to being a wife and mother, she is a model, actress, tv personality, and comedian. She found her fame as the host of “UFC Now,” and on her Instagram page, where she posts comedic skits, fashion and other lifestyle topics to over 6 million followers. She also has many posts that feature her beautiful family, ‘The Royalty Family.”

Salice Rose

Salice started out on YouTube and has since joined Instagram and TikTok where she posts funny videos, makeup tutorials, and photos showing off her style. She doesn’t post much on YouTube now, but she shares comedic videos on Instagram and TikTok. Her Instagram has almost 15 million followers and her TikTok is at a whopping 18 million.

Ana Alvarado 

The Lipstick Fables YouTube channel is where it all started for Rose. She initially posted makeup reviews and tutorials but switched over to posting humorous content about common occurrences in Honduran culture and her daily adventures. She started her line of T-shirts and hats, and gained even more supporters after making her reality debut in 2019 on the TV show “Inseparables.” Her captions are in Spanish.

Tiffany Garcia

The iHasCupquake brand started as a YouTube channel where Garcia, also affectionately known as Cupquake, would post gaming and baking tutorials. However, she now makes apparel and creates art for her supporters. Now, with nearly 7 million subscribers, her content mostly focuses on her family, her art, and her pets. On Instagram, she posts more regularly, including family updates.

Luisa Fernanda

Luisa is known for her multitude of endeavors. She is a TV entertainment news anchor, radio broadcaster, theater and soap actress, singer, and model. Her talent, beauty, and humor have earned her popularity from an array of audiences. She also owns a beauty line, Bedivva; a social app, BFF_app; and a restaurant, Elranchomx.  

Nicole Guerriero

This fashion and beauty vlogger has nearly 3 million YouTube subscribers and 2 million followers on Instagram. She’s enjoying life as a new mom and sharing that with her followers. Most of Nicole’s current content features her family and pregnancy/postpartum tips, along with what she started with: haul videos and hair, skin care and makeup tutorials.

Leli Hernandez

At just 6 years old, Leli made her acting debut on “Sabado Gigante.” She has now become well-known for other acting appearances; her music, featured on her YouTube channel; and her Instagram selfies that flaunt her amazing style.

Maria Alejandra Marrero

Maria mainly goes by Mariale, and ​​she got her start on her YouTube channel, Mariale, originally titled Makeup Apocalypse. Shortly after, she created the YouTube channel Mariale SinPatuque, meaning “without makeup” in Venezuela slang, where she now posts hauls and other content. She then created a channel in English named Mar. Among the three channels, she has accumulated over 18 million subscribers and over 1 billion views.

Gabriel Montiel Gutierrez

After spending some time as a professional soccer player, Gabriel started his YouTube channel, Werevertumorro, in 2007. He became a YouTube star by posting comedy and gaming videos to his now 17 million subscribers. Soon after, he started the channel, Gaborever, where he invites guests to discuss various topics. He also posts his comedic content to his 5.5 million Instagram followers.

Amara Leguízamon Pascagaza

Also known as Amara Que Linda, Amara was nominated for a Nickelodeon Kids’ Choice Award for Favorite Female YouTube Star at just 14 years old. Since then, she has grown a large TikTok following of 17 million by posting videos of different dance routines and relatable content, and on Instagram by posting beautiful selfies and dance videos. She has also started a career as a singer.

Elizabeth Ruiz

This Cuban-born model and influencer lives in LA and has more than half a million followers. Ruiz is well known for her acting roles, having been featured in music videos by the likes of Snoop Dogg and Nicki Minaj. She’s also made many TV appearances, with “Unsolved: The Murders of Tupac and the Notorious B.I.G.” being her most recognized project. Lately, she’s posted content from her frequent travels on Instagram.

Ruben Doblas Gundersen

Considered “an online conqueror” by Time, Ruben, better known as el rubius, has accumulated over 28 million subscribers on YouTube. His channel consists of gameplay videos, vlogs, and anime series in both Spanish and English. He recently joined the Twitch platform, where he’s become one of the most popular streamers, with his channel being the third-most-followed Twitch channel in the world.

Ana Marte

This Dominican-American actress, writer, and producer is well known for hosting the national talk shows called “Get It Girl” and “FanNation.” Ana’s current Instagram content features funny videos and facts about the production company she founded, Serie56Productions.

Camila Coelho

The influence of this Brazilian fashion blogger, model, businesswoman, and mom-to-be can’t be denied. Coelho’s ​​claim to fame is her YouTube channel, which she created in 2010 to post makeup tutorials. She quickly secured brand deals and a modeling contract with Elite Model Management, and she now owns two fashion and beauty brands: Camilacoehlocollection is her clothing brand and Elaluz is her clean beauty brand. With almost 10 million followers on Instagram, it’s safe to say her impact remains unwavering.

Sasha Merci

Sasha is creator of the web series “Dating Has No Merci.” The series offers a funny take on modern-day dating and relationships, and helped her gain popularity, along with her Instagram selfies. She also co-hosted an unfiltered talk series on FuseTV that explored topics from politics to dating.

Mariand Castrejon Castaneda

Mariand, who goes by the nickname Yuya, is a beauty vlogger and writer. She started her YouTube channel, lady16makeup, in 2009 after winning a YouTube makeup contest at 16 years old. In 2017, she was considered one of the most popular women on all of YouTube and was awarded Youtuber of the year. Her channel now has 25 million subscribers, along with her 17 million Instagram followers.

Guillermo Diaz

This YouTuber and author blew up by creating the YouTube channel, TheWillyrex, which was originally created for him to share gameplays with his friends. He now posts gaming and investing content to his 18.6 million subscribers. His other channel, Willyrex, consists of gaming videos as well, and it has 17.1 million subscribers. He also talks about NFTs and the metaverse.


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