So explains Vanessa Costa, the new Influencer Marketing Director for Latin America at the regional agency another. Her extensive experience in strategic marketing, corporate communications and branding allows her to anticipate what the near future will be like for Influencer Marketing in Latin America.

"During 2021, social networks focused on providing tools to their creators to help them monetize and better manage their personal businesses. This scenario will continue in 2022 and will become much more aggressive between TikTok, Instagram, YouTube and Snap", Vanessa says.

Hailing from Brazil, one of the two most mature Influencer Marketing markets in Latin America, Vanessa explains that "the 2022 strategy positions influencers as key to expanding communications. Thanks to new monetization models in social networks, the continued professionalization of content creators and viralization on platforms such as TikTok, influencer marketing will continue to drive commercial trends".

Against this backdrop, brands are expected to react to the changes that the advancement of technology will bring. But even more important is to be able to anticipate these changes in order to implement effective strategies at the right time.

Vanessa said that "the result of this movement will drive influencer marketing to online sales by offering seamless shopping, where NFT will ultimately be the next frontier. TikTok is already surfing this wave with the launch of 'Own the Moment', an NFT (Non-Fungible Token) project that allows fans to own viral moments from top creators".

But why is NFT beginning to be seen as the future of Influencer Marketing? Vanessa explains that "the NFT format has everything to facilitate and accelerate the trend of creators monetizing directly with their fans and having more autonomy in the marketing of what they produce".

These developments will require a long-term connection to guide the relationship between creators and brands, where diversity and representation will continue to be a standard. Likewise, Vanessa states that "investment in influencer marketing tools will improve quality audience monitoring and success metrics, leading to smart, data-driven campaigns".

With her arrival at another, Vanessa will lead a team of 20 people in different countries, with a focus on pan-regional and local accounts, focusing on product quality for all markets in which the agency operates and strengthening innovation in the region's projects.