Half (51%) of LATAM consumers think brands fail to connect with LATAM cultureTwo-thirds (62%) of LATAM audiences say content from brands on social channels was at least or more entertaining that linear TV81% of 18-24 TikTok users surveyed in LATAM access the platform more than once a day
A new WARC and TikTok thought paper: The ‘why’ to the ‘how’ – Winning with short-form video in LATAM
28 February 2025 – A fragmented media landscape, behavioural changes in younger consumers and a disconnect with culture mean traditional approaches are no longer enough. Increasingly brands are leveraging the power of short-form video to reach younger audiences and have a meaningful engagement with communities and their culture to drive business impact.
Paul Stringer, Managing Editor, Research & Advisory, WARC, says: “We’ve put this guide together to demonstrate to advertisers in LATAM that short-form video really does work.
“It works for LATAM audiences because it’s entertaining and helps them feel connected to culture. And it works in advertising because short-form excels at driving reach and attention. Combined with other channels like Linear TV, the effects of short-form are even more powerful.”
Andreina Cortes, Head of Business Marketing Pan-LATAM, TikTok, added: “Short- form video has emerged as a powerful form of entertainment for brands to strengthen relationships, drive loyalty, and ultimately impact sales. Its unique ability to capture attention and shape culture makes it an essential space for brands who are willing to embrace creativity and authenticity.
“However, success on TikTok isn’t about merely showing up – it’s about knowing how to play. This thought paper, created in partnership with WARC, explores how advertisers can maximize TikTok’s potential by fostering authentic connections that drive consumer behavior and, ultimately, business impact.”
‘The ‘why’ to the ‘how’ – Winning with short-form video in LATAM’ report includes findings from a survey of 2,000 consumers in Argentina, Brazil, Colombia and Mexico (500 per country) conducted by WARC in October 2024. Respondents were ages 18-45 and used social media or video platforms at least once a week. Key findings are:
Brands in LATAM should address the gap in cultural relevance
Latin America is a culturally diverse region, with many sub-cultures and entertainment genres in each country. Yet WARC and TikTok’s report survey reveals that only half (51%) of LATAM consumers surveyed believe that brands understand how to connect well with this diversity of cultures on the platform.
Latin American advertisers have traditionally leaned heavily on Linear TV, but shifting consumer behaviors now demand a multi-screen approach.
Short-form video has become the ascendant mobile format, offering immersive experiences through TikTok, Instagram Reels, and YouTube Shorts, and for many audiences it has become their primary screen for content and entertainment. 83% of all TikTok users in LATAM access the platform at least once a day, and 81% of 18-24 users access it more than once a day, according to the October 2024 survey.
Nearly two-thirds (62%) of survey respondents said content from brands on social channels was at least as or more entertaining than on linear TV, with video content and livestreams being the preferred format by almost two thirds of respondents.
Brands that fail to embrace a new approach to media planning risk being seen as less relevant in LATAM’s evolving media landscape.To thrive, LATAM brands should address cultural gaps and harness short-form video’s abilities: its always-on nature, agility, low entry cost, and its flexibility to connect authentically.
Ilca Sierra, Chief Marketing Officer LATAM, Samsung, says: “Short-form platforms are unmatched in their ability to connect us with cultural trends in real time. For Samsung, this is particularly valuable in Latin America, where cultural expression and social movements evolve rapidly. These platforms allow us to engage with consumers in an organic, interactive way, often through collaborations with creators who reflect local identities.”
Investing in short-form video to complement Linear TV improves campaign outcomes at every stage of the purchase funnel
Latin American brands are diversifying beyond Linear TV, unlocking greater campaign effectiveness through optimized budget allocation, and short-form video is increasingly being deployed at each stage of the purchase funnel:
- Awareness: Mobile video is seen as a great tool to boost reach among younger audiences.
- Consideration: 18-45 year old consumers are increasingly using platforms like TikTok and Instagram as a search engine. The survey showed that 49% of millennials and 64% of Gen Z had used TikTok for this purpose.
- Conversion: Short-form videos can nudge consumers towards a purchase. A study by MAGNA, IPG Media Lab, and Snap Inc. showed that six-second ads generate identical lifts in purchase intent compared to 15-second ads.
- Loyalty: Brands are using a presence on social platforms to drive community for their fans, building a 2-way relationship where these fans inspire further commercial success.
In addition, short-form video ads can be produced for a fraction of the cost of a TV ad, with much shorter timeframes from concept to creation. This enables brands to adopt a ‘test and learn’ approach, trialing multiple concepts and treatment, with successes then scaled and more heavily promoted across other channels.
Diana De León, Marketing Strategy and L&S Senior Director LATAM, PepsiCo, says: “Short-form video is a powerful tool that moves seamlessly across the funnel—from awareness to conversion. The key is clarity on your objective; with the right content, you can drive impact at every stage of the journey.”
Five ways to master short-form video to create high-impact campaigns in LATAM
- Tailor objectives and KPIs: Advertisers who align KPIs with short-form video’s strengths see measurable gains across the funnel.
- Re-engage audiences: Winning with short-form video demands an always-on approach that fosters trust, credibility, and continuous interaction.
- Embrace trends: Tapping into trends provides a short-cut to cultural relevance in LATAM.
- Nurture native content: LATAM audiences are looking for authentic, entertaining and trend driven content.
- Diversify collaborations: Partner with a range of creators to enhance credibility, and deploy ad formats to supercharge results
A complimentary copy of the full report is available to download here.
Research approach: In addition to the survey, a series of in-depth interviews with senior marketers and industry experts were conducted, combined with a review of WARC’s global data, industry knowledge and case study examples.
