What will be the marketing trends in social media and digital consumption in Mexico and Latin America? According to a study by LatAm Intersect PR, the 2025 predictions indicate that de-influence, experiential consumption, and platform pluralism will be key to digital marketing in the coming years.
Based on a review of “2025: The Future of Social Media Consumption in Latin America”, prepared by LatAm Intersect PR, we share the social media trends for the next year.
Goodbye to massive influencers
De-influence is one of the main social media trends 2025. It is characterized by skepticism toward major influencers and a preference for authentic opinions from regular users.
- Trust in influencer posts dropped from 58.1% in 2022 to 37.7% in 2024.
- 77% of respondents prefer a review from a regular user over an influencer’s opinion (7.6%).
In Mexico, only 36.7% trust influencers, although among young people aged 16 to 24, this figure rises to 63.8%. This highlights the growth of micro-influencers and nano-influencers as closer and more authentic options for brands.
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What’s coming in 2025? Brands will focus on UGC (user-generated content), campaigns with niche influencers, and AI tools to amplify authenticity.
Experiential consumption: The phygital era in LATAM
The fusion between the physical and digital worlds will drive the growth of experiential consumption. Super apps, social media e-commerce, and videos will be essential.
Key data:
- In Mexico, 62.7% of consumers prefer in-person shopping, but among young people aged 16 to 37, 55% already prefer online shopping.
- Alternative platforms like TikTok are gaining ground: 27.6% of young Mexicans use it to discover products.
The rise of live e-commerce will allow users to browse, interact, and shop in one space.
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It is estimated that by 2025, tools like TikTok Shop will revolutionize this model in Latin America, projecting more than $7.4 billion in transactions in Brazil, Chile, Colombia, and Mexico.
What social networks will be favorites in Mexico and LATAM in 2025?
As internet penetration grows, social media usage shows a pluralism where each platform fulfills a specific need.
Dominant platforms in Mexico:
- Facebook: Leads with 53.9% preference, although it is losing relevance among young people aged 16-24.
- TikTok: Attracts 27.6% of young Mexicans as a tool for product search and discovery.
- Instagram: Gains strength with 20.7% preference among young people.
Trends for 2025:
- Generation Z will migrate to platforms promoting anonymity and niche communities, like Reddit.
- TikTok will solidify its leadership among young people thanks to its hyperlocalized algorithm.
- Private and subscription-based platforms will be a new space to build more personalized relationships.
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Why is user-generated content (UGC) important in 2025?
UGC will play a leading role in marketing trends 2025. Brands must prioritize authentic and organic content that resonates with consumers.
Benefits of UGC according to LatAm Intersect PR:
- 4x higher CTR than average content.
- 50% lower CPC, optimizing marketing budgets.
In Mexico, 73.7% of consumers trust user reviews, a figure that rises to 85.6% among young people aged 16 to 37. This demonstrates that consumers seek authentic recommendations instead of traditional ads.
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What predictions stand out for social media in 2025?
- Decline of Instagram: The platform could lose younger users due to the pressure of “curated” content and self-promotion.
- Growth of TikTok and social commerce: Live shopping and phygital experiences will continue to expand.
- AI and virtual influencers: Models like Lu de Magalu will show how AI can create authentic and personalized connections.
Social media trends 2025 in Mexico and LATAM
2025 will bring significant changes to social media in Mexico and Latin America. Success will depend on strategies combining authenticity, user-generated content, and a diversified presence on emerging platforms.
Brands must adapt to de-influence, prioritize micro-influencers, and build genuine relationships with their audiences. Additionally, the rise of experiential consumption and digital pluralism will open new opportunities for e-commerce and personalization through artificial intelligence.
