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Measuring Brand Influence via Facebook in Latin America

This post is also available in: Spanish

When it comes to Facebook in Latin America, clearly it has reach. Estimates indicate that there are more than 208 million Facebook users in Latin America and that there will be nearly 232 million by the end of 2015. In addition, as per comScore around 95% of the time that Latin Americans spend on social media is spent on Facebook.

But until recently, we haven’t seen data on how Facebook influences Latin Americans to buy. A recent study from Ipsos Media CT surveyed 200-300 users each in Argentina, Brazil, Colombia, Chile and Mexico to see how influenced they are by brands on Facebook. Here’s a look at some of the key findings:

#1 BRAZILIANS INTERACT THE MOST WITH BRANDS ON FACEBOOK
62% of Brazilians interact with brands on Facebook. In this context, interact means read content from brands, look at brand pages on Facebook, interact with public figures, comment or share comments.

#2 CHILEANS ARE MOST INFLUENCED BY BRANDS ON FACEBOOK
Nearly 7 out of 10 (68%) of Chileans say there are influenced by brands on Facebook, compared to 67% of Brazilians, 62% of Colombians , 56% of Argentines and 56% of Mexicans.

#3 BRAZILIANS ARE MOST LIKELY TO ACT BASED ON BRAND CONTENT
The chart below shows what users do after being exposed to brand content. Click on it to enlarge it.

Eng chart FB

Clearly Brazilians are the most likely to visit a brand page, read a brand’s Facebook content or like a brand, though Chileans also show high levels of reaction.

Overall, the figures suggest that Facebook content from brands can clearly resonate with users despite studies indicating the organic brand posts are mostly ignored.

Taking Advantage of This
Clearly Facebook offers some powerful opportunities for brands in Latam. Beyond increase ad spend on Facebook, there is another, more precise way to leverage brand influence from Facebook among Latin Americans: retargeting via Facebook Exchange.

This tactic involves tracking products that individual shoppers look at on e-commerce sites, then showing these same shoppers ads for these products when they enter Facebook.  You can find out more here about how Facebook retargeting works by going here.

The reason that retargeting via Facebook Exchange has such great potential is that Latin Americans are not just heavy Facebook users, they are buying more and more online. Let’s review the numbers: in 2014, e-commerce will go up by 40% in Argentina, by 20% in Mexico, by 45% in Colombia and by 23% in Brazil. Even m-commerce (mobile commerce) is taking off in both Brazil and Latam.

As such, a targeted ad can go a long way in taking this influence on Facebook and turning it into revenue for brands.

Please contact us to find out how we can help your brand leverage Facebook and spiking e-commerce in Latin America to take advantage of your brand’s influence among consumers in the region.

 

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