What: FLUVIP, an influencer marketing company, has decided to open offices in Mexico.
Why it matters: According to Sebastián Jasminoy, FLUVIP’s CEO, the influencer market in Mexico must be worth somewhere between US $15 to $20 million a year.
According to eMarketer, Mexico is the most important advertising market among the Spanish-speaking countries in Latin America, with more than US $5 billion spent on advertising in 2015. This has not gone unnoticed by FLUVIP, an influencer marketing company that uses programmatic technology to plan, implement and optimize campaigns for brands, backed up with data and analytics. It also provides influencers with a technological platform, as well as data to help them gain insights in order to get to know their audiences better and engage them in a more strategic way.
Influencers are no longer just amplifying campaigns, but also creating quality content.
“Mexico’s economy has been growing steadily over the last several years, and that, coupled with the increase in ad spending, makes it a very attractive market,” says Sebastián Jasminoy, FLUVIP’s CEO. “Additionally, the opening of the Mexican office is part of our geo-expansion plans for this year.” This plan was possible to achieve thanks to the latest round of investment that FLUVIP conducted earlier this year.
There is very little official research about influencer marketing in LATAM, but Jasminoy and his team believe that in México, it must be worth somewhere between $15MM to $20MM USD in 2016.
Portada: What kind of influencers are brands looking for when it comes to targeting Hispanic audiences?
SJ: “All kinds of influencers, with all kinds affinities and social platforms. We have worked with everything from the auto category to CPG and telecommunications. The key ingredient is the way the influencers can engage with their audience and the quality of the content they create.”
“There is research stating that 74% of marketers will use influencer marketing campaigns as part of the overall marketing strategy. We have seen a trend on the part of both brands and influencers to implement best practices in influencer marketing campaigns. Brands are demanding more engaging and real influencers to help them gain credibility, and to certify their products and services.”
Portada: Do brands prefer local or multicultural influencers?
“In Mexico, brands prefer local influencers. In the rest of LatAm, sometimes they share multicultural influencers because of their geographic location and similar customs.”
Portada: What are you expecting to see in the influencers market?
SJ: “The content created by influencers is becoming more personalized. We are no longer seeing just the amplification of the campaign, but also the creation of quality content.”