This week’s Creator Compass takes us across the pond, all the way to Mexico. Influencer marketing here is at a critical juncture at the moment, contrasted by rapid growth and significant structural challenges. While international and domestic brands are investing more heavily in content creator collabs, the market continues to fight high costs, ambiguous regulation, and an evolving performance-driven mindset.
According to Ignacio Pronzati, Chief Operating Officer at Soicos, one of Latin America’s leading affiliate networks, the sector is still finding a balance. "The most challenging aspect in the Mexican market today is managing to combine the needs of performance-oriented action, such as a healthy ROI, and content with a clear, sales-focused call-to-action, with the high rates of the local market," he said.
Flat rates reign supreme
The main difficulty lies in aligning commercial goals with the traditional pricing models used by influencers. “The flat rate reigns supreme in most cases,” Pronzati explained. “Flat-rate costs in Mexico, compared to its Latam neighbours, tend to be considerably higher.”
While some influencers use affiliate links, these remain the exception rather than the rule. Pronzati noted, “There have been some players who have unsuccessfully attempted to bridge this gap with intermediate modalities like CPC, seeking positive arbitrage as a business model.”
This reality has created a dual market, with some brands pushing towards measurable outcomes while others continue to work under flat-fee arrangements, despite the limited accountability they offer.
A self-regulating industry
Unlike every other country in our Creator Compass series so far, Mexico does not have legislation specifically governing influencer marketing. Instead, the sector relies on a voluntary framework. “Unlike in Europe, Mexico currently has no legislation enacted exclusively to regulate this activity,” said Pronzati. “There is a code of conduct issued in 2023 by the Mexican consumer regulation agency, PROFECO, which is nothing more than a ‘non-binding guide’ to promote good practices.”
The code suggests practices which are commonplace elsewhere, such as the use of disclosure hashtags and the verification of information against official sources. However, compliance is far from universal. “While many brands have requested that content creators comply with this code when hiring, it’s not a standard adopted by most influencers, as failure to comply with it doesn’t fall under the category of a crime,” Pronzati explained. In effect, the industry is left to regulate itself, with brands largely responsible for setting their own expectations.
What content works in Mexico?
Content in Mexico favours a mobile, socially engaged audience. “Branded content in reels/Tik-Tok formats is prevalent, as is the story format, perhaps with more specific mentions. This is mainly among mass-market brands,” said Pronzati.
For performance-focused campaigns and more specialised products, formats like unboxings and product reviews are more effective. Another notable trend is the popularity of deal-centric content. “Mexican users consume offers as social media content, so there are influencers who exclusively generate content on this topic on various platforms,” he said. This trend is especially visible on Instagram and Telegram, with the latter used for combining message-based formats with images.
Growing affiliate momentum
Despite the dominance of flat fees, there are clear signals of change. “We’ve noticed significant growth in 2024 and so far in 2025 in the contribution of affiliates in the ‘content creator’ category to our campaigns,” Pronzati shared. International brands, driven by strategies shaped in more mature markets, are now integrating these creators into affiliate programmes with growing enthusiasm.
“We are optimistic that, thanks to these brand initiatives, we will gain the necessary momentum to further consolidate the performance monetisation alternative for content creators as a valid, profitable, and attractive strategy,” he added.
Mexico’s influencer marketing industry is defined by contrasts: entrenched pricing versus growing demand for ROI and informal guidance versus limited regulation.
For brands willing to adapt to these dynamics, Mexico offers not just a challenge but a significant opportunity to lead in a market on the brink of transformation.
