Influencers present themselves as independent, organic1 and relatable voices, but they operate under the logic of opaque systems. The work of Latin American creators is shaped by opaque platform rules, metrics, and algorithms that determine their formats, styles, and even the messages they convey. Although many manage to find ways to increase their visibility on TikTok, Instagram, X or YouTube, they recognise that success remains unpredictable and that algorithmic logic forces them to adapt to avoid losing relevance, even at the cost of compromising their authenticity. Metrics and algorithms, thus, become a laboratory for experimentation and, at the same time, a source of anxiety and fear owing to their volatility. The perception of algorithmic censorship also influences the editorial decisions creators make regarding their content, reinforcing the feeling of being constrained by external rules.
Across the six countries analysed, academic training confers legitimacy, particularly for influencers addressing health issues. Four creator profiles were identified, based on the combination of professionalisation and digital management levels: greater sophistication is observed in Mexico and Argentina; a predominance of young and experimental creators in Chile and Colombia; a focus on health professionals in Brazil; and a diversity of professional backgrounds in Peru. Overall, the creators participating in the research reflect an ongoing process of increasing professionalisation and diversification in content creation across the region.
Monetising content on platforms tends to provide supplementary income rather than serving as the primary source of income for influencers. Platforms serve as a showcase for medical consultations, coaching services, product sales, or brand collaborations. Furthermore, platform monetisation is insufficient and uneven across countries, depending on audience size and how each platform values these audiences. Although brands represent a potential source of income, many creators prioritise authenticity and reject sponsorships that are misaligned with their content. In Brazil and Mexico, some creators achieve greater economic stability owing to the size of their audiences. However, in countries such as Argentina, Chile and Peru, precariousness prevails, confirming that digital content creation operates more as a vehicle for personal positioning than as a sustainable economic model in the region.
While the relationship with platform algorithms is inevitable and structural, the adoption of artificial intelligence (AI) remains optional and is still in an exploratory phase. Against this backdrop, AI use remains uneven and optional: in Argentina, Brazil and Chile, it is used for editing, scripting, and technical tasks, whereas in Mexico and Peru, resistance persists due to concerns about losing authenticity. When faced with algorithms that govern their visibility, creators exercise judgment over how much they integrate AI, balancing its benefits against the need to safeguard the authenticity of their voices.
Latin American influencers emphasise maintaining close and horizontal relationships with their audiences through direct interactions such as comments, messages and live broadcasts, while adapting their content to respond to community expectations. This relationship varies depending on the country, platform, type of content, and the size of the audience. In health-related content, authenticity and close interaction prevail on Instagram. In contrast, in politics, caution is prioritised in hostile environments, particularly on X. Building closeness with audiences entails a significant emotional burden and poses a challenge in managing time and attention. This burden is intensified by digital violence, which affects all creators but disproportionately impacts women, LGBTQIA+ individuals, and other minorities, taking the form of threats, harassment, and hate attacks. When confronted with these situations, many choose to ignore, downplay or block the attacks. However, in severe cases, they resort to legal action. Overall, audience interaction reflects a tension between community building, the expectation that content will go viral2 and the risks and attacks associated with online exposure, which they view as inevitable.
Content production processes amongst Latin American creators vary according to subject matter and level of professional experience, but share common patterns. In political content, the primary motivation is activism and calling out injustice, with a strong moral component. In health-related content, the commitment to informing and correcting disinformation predominates. Moreover, social media platforms often serve as showcases for professional services. In both cases, information is drawn from sources regarded as reliable: traditional media and verified accounts for political content, and scientific articles and medical institutions for health content. However, these sources are rarely explicitly cited. The challenge lies in translating complex topics into short, clear and engaging formats, shaped by algorithms that reward very short videos and frequent posting. This prompts simplification and the use of accessible language, although some creators succeed in breaking this pattern with longer videos if they have ‘trained’ their audiences, securing active engagement with their content. Format-wise, TikTok and Instagram (reels) feature the most elaborate content, whilst carousels and stories serve distinct functions: showcasing professional backgrounds and personal lives (carousels) or building closeness and spontaneity (stories). Additionally, features such as Q&As, polls and live broadcasts strengthen interaction and foster a sense of community.
Influencers view social media as a space where they build their audiences and establish their own legitimacy. By contrast, they regard traditional media (such as television, radio and print) as spaces for external recognition, although these are becoming increasingly less relevant to younger generations. Whilst some value participation in traditional media as a sign of social validation, most recognise that audiences are migrating to digital platforms and that their reach and independence afford them an advantage over media institutions regarded as elitist, manipulative or distant. Consequently, influencers present themselves not only as competitors but also as closer, more critical and practical alternatives for disseminating information and connecting with the public. This means that creators do not seek to be evaluated under the same standards as traditional media. Nevertheless, they remain in constant contact with them.
Content creation in Latin America is perceived as both a passion and an occupation; however, there is a consensus on its instability as a source of income. Reliance on algorithms, the need to constantly produce content and the challenges in monetising content, which vary depending on the platform, country and audience size, constitute common patterns. Whilst some succeed in making a living from it, most influencers face economic insecurity and a lack of regulations to protect them from personal attacks and disinformation. Although there is consensus on the need for specific controls, particularly in health-related content, many reject specific legislation for fear of censorship, reflecting the tension between freedom of expression, sustainability and safety in this profession. Finally, given that unofficial estimates place the number of creators in the region at around 20 million, there is an urgent need to quantify and measure, through official statistics, the size and characteristics of this increasingly consolidated labour market.
Such measurements can provide valuable insights into the income and working conditions of content creators, enabling the development of targeted policies to establish best practices and sanctions within the sector.
Content creators face significant ethical challenges when reporting on and communicating issues through social media. Although most claim to draw on reliable sources—such as scientific articles, traditional media and official institutions—the importance of personal experience and the testimonies of other creators as validation criteria is also evident. Whilst many recognise their responsibility to combat disinformation, they also acknowledge having disseminated inaccurate information, which they address through discreet and self-critical correction practices. The central tension lies in the relativisation of truth: whilst some invoke their professional training to affirm the veracity of their publications, others emphasise the subjective and contestable nature of information, which, in areas such as health, can lead to individual experiences being prioritised over scientific consensus, creating a paradox in the fight against disinformation.
Gender-based violence and exposure to hate speech emerge as critical issues, particularly in Colombia and Mexico. This reflects broader social problems whilst also highlighting the need for platforms to play a more active role in content moderation and to establish clearer terms and conditions, considering how these dynamics manifest differently across countries. The evidence presented in this report underscores the importance and urgency of addressing these phenomena through coordinated action amongst creators, platforms and governmental bodies to foster violence-free environments.
Although content creation is typically an individual activity, support networks emerge for sharing advice and experiences, as well as fostering collaborations, particularly in challenging online situations and during face-to-face events. Some creators perceive a divide between professional and non-professional creators in specific fields, such as health.
Creator affiliationwith associations or trade groups remains limited and unclear: whilst some express interest in them, others believe that the logic of social media platforms, based on visibility and personal growth, hinders collaboration. Access to training is valued, yet most creators have not received any. Those who have undertaken training seek to improve the quality of their content and visibility, although ethics training remains scarce. Some creators also draw on their expertise to deliver courses and talks, both within institutions and independently.