Influencers in Latin America: content creation, ethical dilemmas and social challenges

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.