Influencers in Mexico: Key in Purchase Decisions and Consumer Health

In Mexico, the phenomenon of influencers has gained significant relevance in consumers' purchasing decisions, especially in sectors where trust and authenticity are essential. A recent analysis by YouGov reveals that word-of-mouth advertising, along with recommendations from these public figures, significantly impacts the choices of Mexicans, particularly in areas related to health and wellness. This new consumption paradigm raises questions about the role influencers play in people's daily lives and how trust relationships are established. The health sector is one of the most influenced, with an impressive 78.6% of consumers claiming to trust influencers' recommendations when making decisions about medical services. This high percentage reflects not only the growing concern for personal well-being but also the need for accurate and accessible information. Influencers who share health and wellness routines have managed to establish themselves as references, becoming allies in the pursuit of a healthy lifestyle. Consumer electronics also hold a prominent place in this phenomenon, with an influence of 74.5%. The popularity of unboxings and gadget reviews has led many consumers to seek the opinions of these personalities before making a purchase. This behavior is due to the fact that influencers not only inform about product features but also generate an emotional connection with their followers, increasing trust in their recommendations. In the food sector, influence remains high at 74.4%. Influencers' recommendations on healthy lifestyles and recipes have become a source of inspiration for many. This content, often presented authentically and accessibly on platforms like Instagram and YouTube, resonates deeply with consumers seeking to improve their diet and overall well-being. Entertainment also benefits from this phenomenon, with a 71.5% influence on the choice of movies and television shows. Influencers who comment on audiovisual content and collaborate with streaming platforms have become genuine reference voices, capable of guiding their followers toward options they might enjoy. This dynamic highlights how the opinion of a public figure can shape the preferences of an increasingly segmented audience. Regarding travel, the hotel sector shows an influence of 69.2%. Experiences shared by influencers on social media can determine their followers' travel decisions. Recommendations on destinations and accommodations are especially valued when they come from personalities who have built a reputation for authenticity in that area, generating a multiplier effect on the purchasing decision. However, not all sectors benefit equally from the influence of these figures. In the case of airlines, although more than half of consumers consider others' recommendations when choosing their flights, this percentage is the lowest among the analyzed categories. The reason behind this may lie in the nature of the purchasing decision and the level of investment involved, where trust in one's close circle remains paramount. Purchasing decisions for high-investment products, such as cars, tend to be more influenced by recommendations from friends and family. Authenticity and proximity play a crucial role in these decisions, as consumers tend to value the opinions of people who understand their needs and circumstances more. This indicates that while influencers have a notable impact, personal trust and interpersonal relationships remain decisive in decision-making. Moreover, the perception that an influencer may be promoting a product for financial reasons can diminish the credibility of their recommendation. Authenticity is a key factor that consumers seek in recommendations, and when this is compromised, influence may be weakened. Alex Narro, CEO of DG73, asserts that the effectiveness of a recommendation largely depends on the audience it targets, the nature of the campaign, and the timing of the communication. The chain of influence generated from these recommendations not only impacts direct followers but also amplifies when they share their experiences with their own social circle. In this way, the word-of-mouth effect becomes a powerful marketing tool that transcends digital platforms and infiltrates consumers' daily lives. In this context, it is evident that influencers have found a significant place in the consumption ecosystem in Mexico, becoming key figures that shape our purchasing decisions.