In Latin America, stories aren’t just told; they’re lived, felt, and shared. From a bohemian neighborhood in Buenos Aires to an impromptu party in Medellín, human warmth and creativity flow like coffee after dinner. And in this emotional and authentic breeding ground, user-generated content (UGC) has become the secret ingredient of the continent’s most viral campaigns.
Today, more than ever, brands aren’t just in the hands of creatives in an office: they’re on the phones of thousands of people who, with a little wit, humor, and a good angle, can turn any narrative on its head. And you know who should be paying attention to this phenomenon? Any communications agency in Latin America that wants to stay relevant, human, and relevant.
Why is UGC all the rage in Latin America?
It’s no coincidence. In our region, people don’t just consume content: they reinvent it, savor it, and make it their own. There are several reasons why UGC connects so deeply with the Latin American public:
1. Because we love to tell stories.
2. Latin American culture revolves around community, family, the street, the neighborhood. So, when someone shares a real moment—a celebration, a recipe, a piece of after-dinner gossip—others don’t just watch: they participate.
User-generated content becomes a kind of “digital long table,” where everyone has a voice and where, as good Latinos, we all want to contribute something more.
2. Because creativity is part of our Latin American DNA.
What for others might be a selfie, for us might be a mural painted with friends, a choreography in the neighborhood plaza, or a parody with local flavor. The recent #MiCoronaMoment challenge in Mexico is a clear example: ordinary people (although no one here is that ordinary) took ownership of the message, reinterpreted it, and made it viral without asking permission.
This isn’t achieved with cold, laboratory-style campaigns. It’s achieved by leaving space for people to shine.
3. Because everyone has a smartphone… and a desire to express themselves
Latin America is mobile-first by nature. We may not have the latest iPhone, but we do have a Xiaomi that records in HD, a good internet connection (most of the time), and an idea that needs to get out there.
Platforms like TikTok, Instagram, and even WhatsApp have become laboratories for collective creation, where any video can break borders and reach audiences in Caracas, Lima, or Montevideo in a matter of hours.
And what does all this have to do with a communications agency?
Everything is connected. A communications agency in Latin America that doesn’t understand the value of UGC is not only losing relevance, but also the opportunity to speak its audience’s true language. People no longer want to be passive spectators of boardroom campaigns; they want to be part of the process, co-create it, and leave their mark. And that, for an agency with vision, represents a creative and cultural goldmine.
It’s no longer enough to make pretty ads or catchy jingles that play on the radio. The new trend is participation. It’s about activating audiences, giving them the microphone, and opening the stage for them. And when you do this with intention, care, and strategy, you don’t just generate conversation: you generate community. The message ceases to be one-sided and becomes a shared experience that travels, adapts, and resonates in different corners of the continent.
Brands that have understood this are making a difference. They’re not afraid to let go of creative control, to make room for the imperfect but genuine. The result? Incredible organic reach, fresh content that doesn’t seem forced, and visibility that crosses platforms and generations. Plus, when a brand is open to listening to and amplifying real voices, trust skyrockets—and with it, loyalty.
Because at the end of the day, no TV spot, no matter how well-produced, can compete with the power of a true story told from a neighborhood, a kitchen, or just any street corner. In this new ecosystem, the agencies that succeed aren’t those who talk the most, but those who best listen and amplify what the community has to say.
How can a communications agency leverage UGC without losing control?
Good question. Although content is generated by people, that doesn’t mean there’s no strategy behind it. Here are some key steps to get the most out of it:
1. Invite with purpose
Don’t launch a challenge or hashtag just for the sake of it. Give it context, a story, a reason. Make people feel like they’re participating in something bigger than themselves.
2. Celebrate what they share
Did someone make an epic version of your campaign? Upload it to your profile, comment, react. When people see the brand responding, they get excited and share more.
3. Co-create with your community
What if your next spot isn’t created by you, but by someone in your audience? Modern communication agencies are incorporating emerging creators, fans, and consumers into their key pieces. And the result is pure gold.
4. Measure, but don’t kill the magic
Yes, you need metrics, but don’t obsess over numbers to the point of cutting off spontaneity. UGC thrives on the moment, on creative chaos, on learning by doing.
Real-life cases: When UGC becomes a phenomenon
● #MiCoronaMoment (Mexico): More than 2 million interactions in two weeks, with videos ranging from grandmothers toasting to murals with positive messages. All thanks to a simple invitation to share the moment.
● #BailaConArepa (Colombia-Venezuela): A collaboration between influencers from both countries sparked a friendly dance move war, with more than 100,000 versions and even live battles in public squares.
● #MateConVos (Argentina): A campaign for a yerba mate beverage that ended up becoming a series of romantic mini-stories created by users. Some were even adapted into short films.
These successes didn’t come from a corporate script: they came from the people, with the people, and for the people.
Frequently Asked Questions about UGC and Communication Agencies
Does UGC replace traditional advertising?
Not necessarily. But it does complement it powerfully. The ideal is to combine professional content with community-created pieces to achieve an authentic balance.
How is the quality of user-generated content guaranteed?
It can’t always be “guaranteed,” but smart curation helps. Highlight the best, guide with examples, and celebrate the diversity of formats and styles.
What happens if UGC gets out of control? That’s where strategy comes in. A good communications agency knows how to anticipate scenarios and have protocols for crises, tone adjustments, or message diversions. It’s part of the game.
¿ Can a communications agency co-create without losing its identity?
Of course! In fact, by doing so, it strengthens its connection with the audience. The key is to be flexible, yet faithful to the brand’s purpose.
The future of campaigns is in the hands of the public.
Today more than ever, the brands that truly dare to listen—and not just talk—are the ones that achieve transcendence. And in a region as culturally and emotionally rich as Latin America, the voice of the public doesn’t just count: it defines.
User-generated content isn’t a passing fad. It’s a new language, a new way to build reputation, loyalty, and relevance. For any communications agency in Latin America, this represents a unique opportunity: to move from being message senders to facilitators of real conversations.
Are you ready to stop “selling” and start connecting?
Your next viral hit could be waiting in a neighborhood in Quito, in a WhatsApp group in Lima, or on a TikTok from a woman in Guadalajara. All you need to do is open the door, invite your community in, and trust in the magic of authenticity.
About MarketCross
We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.
Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.
Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.
MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022), Eikon Argentina (2023), Eikon Internacional (2023 and 2024).
