By Fabio Antiqueira

The term ‘genuinfluencer’ comes from the words genuine and influencers and has been  recently coined to describe a particular category of content creators gaining prominence on social media of late. Focusing on the human connection that puts their audience at the forefront, genuinfluencers are more interested in conveying an authentic message by sharing advice and information, as opposed to bombarding fans with paid promotions and pushing products they don’t necessarily care about. And with the number of ‘likes’ quickly disappearing on social media platforms, time is of the essence for quality over quantity.

These new creators are usually already experts on a certain subject or niche and use their social media to provide their fans with informative, high-quality content. This is in contrast to ordinary influencers, whose online motivations tend to revolve around follower count and engagement rate. 

“In the future, the real advocates, the ones who have the most gravitas, will be the ones who are creating their digital persona from a place of being in touch with their own values," says Sarah Owen, senior strategist at WGSN – a trend forecasting agency. "And more and more, influencers will have to actually, proactively upskill to find new niches within themselves to better serve their community."

And this is already happening.  Genuinfluencers are gaining more and more relevance, especially in the post-pandemic world, where there has been a lot of talk about the importance of fighting fake news and addressing topics related to social causes. As a result, content on social media is starting to look less like advertising and more engaging and insightful. At the end of the day, brands that work with these influencers will be able to gain more trust and authenticity with their advertising campaigns.

 A new type of narrative for a new society.

See below a list of 10 genuinfluencers to watch out for in Latin America:



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