The MIM:AGENCY team is ready to present its conclusions and analytics, prepared based on original research. We have highlighted the main points that demonstrate not only local changes but also global trends that may affect the development of the digital environment in 2025.

Digital consumption is developing rapidly around the world. This is changing the way people interact with content, brands, and each other. Latin America, one of the most dynamic regions, serves as an excellent example of these changes. Over the past decade, the number of Internet society here has grown from 43% to 78%. We see that this demonstrates the general global trend towards digitalization. Today, mobile access has become the main means of accessing the network, similar to the situation in Africa and Southeast Asia.

In 2024, there were more than 427 million “mobile audiences” in Latin America, and this figure continues to grow. As in the whole world, social networks here are no longer just platforms for communication. They are multifunctional platforms for trading, learning, receiving news, etc. A large number of global brands are using this trend to expand their markets and interact with their audience through social networks. We are observing the formation of new behavioral models.

De-influencing: abandoning classic influencers as a global trend

Global trust in big bloggers and traditional influencers is declining, and this is noticeable not only in Latin America but also in the US, Europe, and Asia. In 2024, only 37.7% of Latin American society trust sponsored posts. Similar figures are observed in Europe (35%) and the US (39%). From this, we can conclude that this phenomenon is observed worldwide.

Why is the “de-influencing” trend gaining momentum worldwide? First of all, people are increasingly relying on reviews from real bloggers, as they understand that big bloggers often promote products, even if they do not use them themselves. A similar trend is observed in the US and Europe – 77% of respondents said that they trust recommendations from familiar, unpopular bloggers more than publications from celebrities.

Increased digital advertising spending by influencers has flooded the market

The problem of influencer advertising of low-quality products has also caused a massive audience drain to micro- and nano-influencers. Today, they have fewer followers but a much higher level of trust.

Experiential Consumption: Social Media as an Ecosystem

The global trend of integrating social media into all aspects of people’s lives is confirmed in Latin America, Europe, and Asia. People no longer use social media just to communicate or view photos – they are now primary platforms for learning, shopping, and entertainment.

About 46% of Latin American people make purchases through livestream e-commerce. The same is happening in China, where this figure has already exceeded 50%. Platforms such as TikTok, YouTube, and Instagram are becoming not only entertainment platforms, but also new search engines.

  • 31% of Latin Americans search for information about products through social media.

This is a global trend: young people in the US, China, and Europe are using TikTok and YouTube as their primary search platforms, gradually replacing Google Search among younger generations.

Social networks as platforms for online education

In 2024, 52% of Latin American people said they use social media for learning or professional development. This is due to the popularization of microlearning, not without the influence of social media. Micro-education is a learning format that involves providing information in short, structured blocks. It involves rapid assimilation of knowledge in minimal time. These platforms offer short courses, master classes, and video lessons in a convenient format.

Interestingly, Instagram is also introducing new features to support educational content, such as the integration of educational videos in Reels. Thus, social networks in the modern world are becoming not only entertainment platforms, but also tools for developing personal and professional skills.

The popularity of financial education through social networks is also growing – 33.8% of young people are learning financial literacy online. The same is happening in the USA and Europe.

TikTok and YouTube are gradually evolving into platforms for learning something new. What’s more, they are gradually replacing traditional educational resources.

Conclusions: the future of social networks in the world

To summarize, we can say that in the modern world, social media is not just a means of communication. Latin America is a great example of global change. De-influence, experiential consumption, and platform pluralism are the future of digital marketing.

The global social media market has already become more fragmented. We can observe how age and social groups choose different platforms to match their needs. Brands that want to operate effectively in the new digital reality must understand the specifics of each social network and adapt their content to its specifics.

Influencer marketing is transforming: big bloggers are gradually losing influence, giving way to micro- and nano-influencers. According to the new public opinion, they have a higher level of authenticity, so they can be trusted. At the same time, content created by UGC is becoming a main element of trust and audience engagement.

With the advent of changes in some global structures, such as social media, there is a need to adapt to these changes. The global trends we are seeing in Latin America are a guide for the future development of social networks around the world.

Source:

INTERSECT 2025: The Future of Social Media Consumption in LATAM