SOC MED IN MEX 2019: AWARENESS, ENGAGEMENT, CONVERSION

STATE OF SOCIAL MEDIA IN MEXICO 2019
September, 2019
The importance of communication objectives on a Social
Media Strategy

Socialbakers LATAM prepared a 60+ page report emphasizing the
importance of understanding communication objectives when planning a
Digital Strategy: Awareness, Engagement and Conversion.
Through this crafted insight we intend to show the best way to plan a
Social Media Marketing strategy to create a compelling customer journey
based on a particular objective. Planning with these three objectives in
mind is as important as the Brand itself. However, the usage of
Platforms, Content, Influencers and spending strategies should not be
the same across as we go down on the purchase funnel.
One of our premises is that relevant content is the most important
element of any communication strategy for a Brand. Content
relevance impacts audience attention directly, and is also recognized and
rewarded by all platforms; that is, the higher the relevance, the smaller
Ad investment and the bigger reach efficiency.
Every communication objective is interdependent from the other
two. They should all seek the same objectives: increase Brand
Equity and Monetization.
About the Study
Adrián Bravo

Who is Socialbakers?
Socialbakers is a trusted social media marketing partner to thousands of
enterprise brands and SMBs, including 100 companies on the list of
Fortune Global 500. Leveraging the largest social media data-set in the
industry and machine learning, Socialbakers’ marketing suite of solutions
helps brands ensure their investment in social media to deliver measurable
business outcomes.
We are defined by product innovations that are focused on machine
learning and dedication to customer success. With over 2,500 clients
across 100 countries, Socialbakers is one of the industry leaders in Social
Media Marketing solutions and monitors over 8 million social profiles
across all major platforms including Facebook, Twitter, YouTube, Pinterest,
LinkedIn, Instagram and VK.com.
We help brands engage & grow their customer base through content
personalization based on actionable AI-powered audience insights.
Some of our partners:
For more information visit our Website.

1. Mexico Landscape
2. Social Media Marketing
3. Content Marketing
4. Influencer Marketing
5. Pay to Play
6. Social Media Ad Spending
7. Customer Journey
8. Relevant Content Importance
9. Communication objectives
a. Awareness
b. Engagement
c. Conversion
9. Summary
i. Objectives and Outcomes
ii. Social Networks
iii. Audience
iv. Best time to Publish
v. Content Formats
vi. Influencers Usage
vii. Ad Spend
viii. Best Practices
Table of Contents

Mexico Landscape
Mexico contributes with 20% of total digital audience in Latin America. By
2019, total Internet users will increase to 385 Million.
* Not Available information
BRAZIL MEXICO ARGENTINA COLOMBIA CHILE PERU OTHER
Total
LATAM
Digital
Advertising
U$
Millions
$4,920 $1,970 $343 $241 $267 $123 $1,800 $9,664
Population
Millions 208 130 43 50 19 31 100 582
Internet
User
Millions 138 76 35 30 13 17 76 385
%
Population
66% 58% 81% 60% 68% 55% 76% 66%
Social Media
Users
Millions 115 62 25 24 10 12 46 294
% Internet
User
83% 82% 71% 80% 77% 71% 61% 76%
Over
The Top
Millions 36 26 9 8 7 5 * 91
% Internet
User
26% 34% 26% 27% 54% 29% * 24%
Smartphones
Millions 95 62 24 24 11 15 35 266
% Internet
User
69% 82% 69% 80% 85% 88% 46% 69%
Digital
Buyers
Millions 60 19 16 9 6 4 34 148
% Internet
User
43% 25% 46% 30% 46% 24% 45% 38%
Online
Banking
Millions 57 13 9 7 6 3 * 95
% Internet
User
41% 17% 26% 23% 46% 18% * 25%
Latin-American media and marketing
consumption descriptive table, 2019
Source: World Bank, 2015. Internet World Stats, 2019. eMarketer, February 2016. Statista, 2019. United States Census Bureau,
2016. Statista, Digital Market Outlook, 2016, Business Bureau, Pay TV & Multiscreens Market 2015, eMarketer, 2019.

Most of the 76 million internet users use their smartphone as its primary
device access to consume content and to make Bank operations.
130 M
SMARTPHONE USERS
VIDEO USERS
POPULATION
62 M
62 M
76 M
INTERNET USERS
(92% MOBILE)
62 M
SMARTPHONES
(95% INTERNET USERS)
19 M
E-COMMERCE BUYERS
(6.7% TOTAL RETAIL)
U$ 1,970 M9.1%
SOCIAL TRAFFIC
REFERS TO
ECOMMERCE SITES
(10% INTERNATIONAL SITES)
26 M
OTT USERS
(63% NETFLIX)
13 M
ONLINE BANKING
USERS
(54% MOBILE
OPERATIONS)
DGITAL AD SPENDING
(39% TOTAL AD
SPEND)
60 M
+60%
21.7 M
+317%
1.1 M
6.7 M
58.3 M
+41%
12 M
42 M
34 M
62 million Mexicans are connected to any Social Network and they belong
to 4.08 different social platforms in average.
Social Media users per platform in Mexico, 2019
(Millions of users, % of growth vs. 2010)
10.5 M
+26%
Mexico Landscape
Source: World Bank, 2015. Internet World Stats, 2019. eMarketer, February 2016. Statista, 2019. United States Census Bureau,
2016. Statista, Digital Market Outlook, 2016, Business Bureau, Pay TV & Multiscreens Market 2015, eMarketer, 2019.

2.93 3.39 3.11 3.13 3.20
0.36
0.56
1.68 1.97
2.60
3.28
3.95
4.79
5.10
5.80
2011 2015 2018 2019 E 2022 E
Digital
Others
Source: eMarketer, 2019, 2018. Estudio de Inversion digital de la IAB, 2019.
2011 2015 2018 2019 E ∆ 2019 E
vs. 2011
Social Media 4.2% 32.6% 40.3% 41.9% +37.7 pp
Video 2.1% 31.2% 41.0% 42.6% +40.5 pp
Banners 91.2% 34.6% 13.3% 9.7% -24.9 pp
Native Content 0.1% 0.3% 0.6% +0.5 pp
Others * 2.5% 1.5% 5.1% 5.2% +3.7 pp
Total Ad Spend in Mexico, 2011 – 2022 E
(US Billions dollars, Digital vs. Others)
Digital Ad Spend per format in Mexico, 2011 – 2019 E
(% share)
Digital Ad spend reaches USD $1.97n Bn representing 38% of total Ad
Spend in Mexico.
* Digital audio advertising, email display, advergaming, sponsorship or mobile limited formats (Display gaming and
App/in Game, content sponsorship, localization, SMS/MMS)
Social Media Marketing
By 2022 Digital Ad Spend in
Mexico will reach USD $2.6
Bn with a 20% CAGR. And will
capture 44% of Total Ad Spend
in Mexico.
Social Media Ad Spend represents 42% of total Digital Spend and has
achieved +37 p.p. of total share since 2011.

It is extremely important that Brands engage in Social Media and listen to
consumers, provide information and most importantly CREATE RELEVANT
CONTENT.
79%
60%
43%
31%
26%
82%
56%
44%
36%
25%
Novelties Discounts and
Promotions
Obtain information Reviews from
other consumers
Communicate
with the Brand
2017 2018
61% of Social Media users follow a Brand to be aware of news, promotions
and discounts.
Reasons to follow a Brand on Social Media in Mexico, 2018
(% affirmative answers)
Source: IAB México, 2019.
Top Social Media activities in Mexico, 2018
86% 94% 1.1 X
CONSUMPTION INTERACTIONSCREATION
CONTENT ENGAGEMENT
Mostly all activities in Social Media are related to content.
Social Media Marketing

Content Marketing is a strategic marketing approach focused on creating
and distributing valuable, relevant and consistent content to attract and
retain a clearly defined audience – and, ultimately, to drive profitable
customer action.
Source: Killing marketing, Joe Pulizzi & Robert Rose, 2018; Content Chemistry, Andy Crestodina, 2018.
CONTENT
MARKETING
PRODUCT /
SERVICEAUDIENCE
RELEVANT CONTENT
EDUCATION
ENGAGEMENT
CONVERSION
TRADITIONAL
MARKETING
PRODUCT
PRICE
POINT OF SALE
PROMOTION
PRODUCT /
SERVICEAUDIENCE
Social Media has helped brands interact with their audience with relevant
content through every step of the customer journey.
Differences between
Content Marketing vs. Traditional marketing
Content Marketing

Traditional advertising has become irrelevant mostly because its focus is on
the Brand while Content Marketing is CONSUMER CENTRIC.
Consumer advertising perception
(Traditional Advertising vs. Content Marketing)
TRADITIONAL
ADVERTISING
CONTENT
MARKETING
RESONANCEIMPACT
BRAND
INTRUSIVE
RELEVANT
PERSONALIZED
IRRELEVANT
MASIVE
RESONANT
BRAND VALUES
DISONANT
IDENTIFICATION
UNRELATED
CONSUMER
Content Marketing

Traditional Marketing is all about the product whilst Content Marketing
communicates the context or the concept around the user experience of the
product.
Source: IAB Spain, 2018.
BANNERS, BOXES,
PUBLISHERS SITES
YOUTUBE OVERLAY
EARNED MEDIA
FACEBOOK + INSTAGRAM
INFLUENCER MARKETING
Consumer advertising perception (illustrative example)
(Traditional advertising vs. Content marketing)
DIGITAL
ADVERTISING
CONTENT
MARKETING
BRAND
CONSUMER
Content Marketing

93%
51%
31%
20%
15%
8% 8%
Websites Official App Catalogue Facebook WhatsApp Instagram YouTube
The good news is Content Marketing IS MEASURABLE and for some
marketers is one of their favorite conversion campaigns.
Source: Zazzle Media, April 2019; eMarketer, H2 2018.
34%
46%
50%
51%
62%
65%
89%
Brand Lift
Increase Sales
Lead Quality
Best Conversion
Rate
Increase Sales
Subscriber Growth
Improve SEO
Ranking
Increase Website
Traffic
Social Media is one of the top
places to buy online in Brazil.
Global top Content Marketing goals
Top online purchase sites in Brazil, 2018
Content Marketing

Influencer Marketing capitalizes the credibility and audience of a Social
Media personality to promote products and services. Mexican consumers
rely more on influencers´ recommendations than on those of television
personalities.
Source: eMarketer, February 2018, March 2018;
Consumers trust Influencers’ recommendations
vs. TV Personalities, 2018
Online Shopping
64%
Top decisions on what Mexicans are
mostly influenced by Social Media
Visit a Website
74%
News to Watch
72%
Apps Usage
69%
Political Opinion
56%
Daily Activities
52%
83%
73%
72%
17%
27%
28%
Influencers TV Personalities
ARGENTINA
MEXICO
CHILE
Influencer Marketing

• Increases Awareness rapidly
• Brings new followers according to the target
• Positions keywords in small periods of time
• Provides visibility to Website and store content
• Segments and delivers audience content
• Improves Leads quality
Changes in Social Network algorithms made Brands and Media companies
increase their Social Media spending to reach their business’ goals.
0%
25%
50%
75%
100%
2013 2014 2015 2016 2017 2018 2019
Organic
Reach
Promoted
Posts
Global change on organic reach and promoted
posts on Facebook
(% share, illustrative example)
“Pay to play” means spending in Social Media content to increase reach
(inorganic or promoted) and meet communication objectives.
BENEFITSOF
PAYTOPLAY
Pay to Play

Before thinking on what is the best Social Media platform, Content or
Influencer for your SM strategy, you need to know which stage of
communication you are trying to solve.
CONVERSION FUNNEL
CUSTOMERPERSONAS
(+)
(-)
PURCHASEINTENTION
(-)
(+)
Where are my customer personas?
Are they ready to purchase?
Do they need more information?
Do they know my brand?
Customer Journey
AWARENESS
ENGAGEMENT
CONVERSION

Social Media users are expecting to do more than just buy from an Ad.
They are willing to discover, interact, share and listen to other customers
opinions before moving to the purchase stage.
Source: Global Index, Flagship report 2019, eMarketer, 2018.
Social Media users expectations when following a Brand
per communication objective
44% Will buy a product or
service after discovering
and interacting with it on
Social Media
SOCIAL MEDIA
AUDIENCES
25%
22%
12%
36%
24%
11%
Global
Mexico
AWARENESS
ENGAGEMENT
CONVERSION
Discover a Brand or
product in an Ad
Interact with posts and
contents
Use the BUY button
within a post
Investing only on the conversion stage, will be limiting your opportunities to
the 11% of the audience who’s willing to buy immediately from an Ad.
Customer Journey
An efficient Social Media Marketing strategy has to contain a mix
of all the three objectives.

10.3%
8.4%
14.1%
7.6%
14.0%
12.3%
13.4%
11.3%
27.4%
26.1%
26.6%
15.9%
14.1%
13.3%
11.1%
5.4%
0%
5%
10%
15%
20%
25%
30%
Source: GBM Research, 2019.
During the following years, Mexico will show the largest digital sales growth
in the world. Social Media conversion strategies are a must to meet
business goals.
Global E-commerce sales growth, 2018 – 2023 E
(% Compound Annual Growth Rate in Selected Countries)
2018 – 2023 E CAGR2012 – 2018 CAGR
JAPAN AUSTRALIA RUSSIA BRAZIL MEXICO
SAUDI
ARABIA
UNITED
STATES
UNITED
KINGDOM
In the 2018 – 2023 period, Mexico’s e-commerce sales will grow
almost twice as the current United States sales figures.
Customer Journey

To maximize the possibilities in persuading the audience to convert,
you must consider your three communication objectives. Every stage
has its own rules and firstly you need to understand where your
customers are and how you’re expecting them to react with your
message.
AWARENESS ENGAGEMENT CONVERSION
CustomerPersonas
Purchase Intention
(+)(-)
(+)
Impressions
Reach
Clicks
Video views
Conversions
Store Visits
Leads
New Audiences
Website Traffic
Customer Journey
Customer journey per communication objective
(Illustrative example)

Once you understand where your customers are, you should think to
use only best practices for every stage and plan accordingly with
relevant content.
AWARENESS ENGAGEMENT CONVERSION
CustomerPersonas
Purchase Intention
(+)(-)
(+)
Source: GEICO car insurance in Facebook, Twitter, Instagram and YouTube;
After understanding the importance of the customer journey stages, the
importance of content is vital and how it becomes relevant within the whole
Social Media Marketing strategy.
Customer Journey
Customer journey per communication objectives

Your organic reach will be maximized and cost minimized the better a post is
rated. Facebook Ad Relevance Diagnostics determines the impact of a post
according to the following variables:
QUALITY CONTENT RANK
HIGH RELEVANCE
RELEVANT
NOT RELEVANT
AD RELEVANCE DIAGNOSTICS (ARD)
(FORMER RELEVANCE SCORE)
QUALITY
CONTENT RANK
(creativity, segmentation)
CONVERSION
RATE
(call-to-action, post click
experience)
(format, conversation,
shareability, publishing time)
INTERACTION
RATE
As of today, the weighting of the algorithm is unclear, but one of the most
important components remains content relevance.
1 -3
Relevant Content
4 -6
7 - 9

Since the change in algorithms in social network, content relevance is
detected and rewarded, which means more organic impressions, cheaper
CPM’s and greater reach at lower costs.
Evolution of relevance score, reach, impressions and CPM in Mexico
(Millions of impressions and reach, relevance score 1- 9, cost per mile impressions)
The more relevant a content is, the cost of promoting a
content will be cheaper (CPM).
4.4
5.4
4.4
5.0
4.8
5.0
-
0.5
1.0
1.5
2.0
2.5
3.0
3.5
Jan-17 Jul-17 Jan-18 Jul-18 Jan-19 Jul-19
Relevance score
(1-9)
Impressions
(Millions)
Reach
(Millions)
CPM
(U$D)
Source: Socialbakers, Q2 2019. Considers a sample of all accounts connected to Socialbakers Suite in Mexico.
Publishers accounts are not taken in account
Relevant Content

Relevant content and pay to play are the Social Media Marketing Ying &
Yang and its mandatory to have a balance.
Quality content
ranking
1
CPC (Cost per Click) $0.47
CTR (Click-through rate) 0.69
Quality content
ranking
5
Quality content
ranking
9
CPC $0.06
CTR 2.96
306,000
IMPRESSIONS
2,125
CLICKS
93
LEADS
5
SALES
523,000
IMPRESSIONS
15,500
CLICKS
1,000
LEADS
CPC= -59%
425,000
IMPRESSIONS
5,150
CLICKS
308
LEADS
AWARENESS
ENGAGEMENT
CONVERSION 15
SALES
50
SALES
CPC= -86%
CTR= +74% CTR= +327%
Funnel conversion model from increasing
quality content ranking
Lets assume we allocate U$ 1,000.0 to invest in CPC formats and we post better
content (caeteris paribus). All operative metrics become better and we get a larger
conversion funnel deriving in more sales.
Brands must find an optimal point between Ad spend and
Content relevance.
Relevant Content

55.3%
16.3%
7.0%
5.7%
15.8%
PROMOTED
CONTENT
In Mexico 21.5% of content is promoted, despite the benefits of producing,
publishing and promoting relevant content,
A+ 55.3%
A 16.3%
B 7.0%
C 5.7%
D 15.8%
Promoted posts per quality content rank in Mexico
(% share, Facebook Relevande score classification)
QUALITY CONTENT RANK
High Relevance
Relevant
Not Relevant
Invest only in relevant content. Socialbakers owns a Publishing Prediction
Detection tool to identify the best content to promote.
Relevant Content

Communication Objectives
One common mistake is believing that there is a one size fits all récipe,
when every stage has its own rules and specifications, and therefore has to
be solved separately per case.
Awareness Engagement Conversion

11%
41%
33%
11%
4%
1%
0%
13-17
18-24
25-34
35-44
45-54
55-64
65+
Men Women
Source: Socialbakers, May to July, 2019.
Knowing the audiences that interact with your content makes it possible to
study and understand the content they consume, love and interact with.
33%
77%
Demographic Analysis (age, genre)
Example of engaged audience
(Entertainment industry in Mexico)
Total Audience
Behavioral Analysis (interests)
Destilled Beverages (40%) Live Events (36%) Social Media(32%)
Dance Music (22%) Toys (22%) Sustaintability (17%)
Audience

Due to its own conception, every Social Network encourages different
attitudes and habits, and users access and interact in different ways within
them. You should select a Social Network depending on your
communication objective and expected outcome.
Source: Socialbakers, Q2 2019.
Audience size
(Reach)
Volume activity
Audience actions
(Engagement)
Social Media activity per platform in
Mexico, Q2 2019
Social Media Platforms
Conversion

41% 36%
36% 17%
29% 15%
Some marketers thinks that content can live through all Social
Platforms just because it is a Brand extension, so the content copy-paste
practice is very common. However, this content does not necessarily
construct a relationship with the audience. Instead it turns out boring,
repetitive and not relevant for that particular Network.
Source: Socialbakers, February – April, 2019.
ORIGINALPLATFORM
Global duplicated content per Social Network, 2019
(Median share of duplicate content on top 100 accounts)
COPY - PASTED PLATFORM
Content must suit all platform rules and communication objectives.
Content Uniqueness

NANO-
INFLUENCERS
MACRO-
INFLUENCERS
MICRO-
INFLUENCERS
CONVERSIONAWARENESS ENGAGEMENT
>1M
FOLLOWERS
<50K
FOLLOWERS
<10K
FOLLOWERS
85.28X
3.36X 1.27X
POST REACH
POST INTERACTIONS POST INTERACTIONS
COST (-)(+)
Source: Socialbakers, 2019.
Is a powerful strategy to obtain large Brand exposure and help create
authentic connection with audiences. Depending on the objective a specific
type of Influencer should be designated. Macro-influencers have great Reach
but Nano-influencers have high credibility in a specific niche. In addition,
costs depend on what you’re trying to activate to an audience.
Use Macro-influencers when trying to launch a new Brand or Product,
Micro when you are trying to engage and Nano to convert.
Descriptive table for Influencer selection
(Number of Followers)
Influencer Marketing

0%
20%
40%
60%
80%
100%
FACEBOOK INSTAGRAM
Page Likes
Brand Awareness
Reach
Post engagement
Video Views
Lead Generation
Link Clicks
APP Install
Messages
Conversions
Others
AWARENESS
ENGAGEMENT
CONVERSION
Distribution of campaigns per Ad Objective targeting in
Mexico, Q2 2019
(% share Facebook vs. Instagram)
Every Social Network has its own Ad Objective depending on their
communication objective. Use them to reach communication goals. Some
networks are more useful to fulfill a particular objective.
Invest to increase post goals using the formats available in every
Social Network. Remember to invest only in Relevant Content.
Social Media Ad Spending

As you have seen, there is work to be done and different variables to
consider.
In the following pages you’ll find a useful guide to plan a Social Media
strategy.
Communication Objectives
Awareness Engagement Conversion
Relevant Content
REACH · IMPRESSIONS · PROMOTED POST · CPM · CPC
CONTENT · AUDIENCE · RELEVANCE SCORE · SOCIAL
NETWORK · DARK POST · LIVE VIDEO · CALL-TO-ACTION
VIDEO · PHOTOS · SHOPPING PAGES · CONVERSION RATE
INFLUENCERS · ORGANIC POSTS · SEGMENTATION
INTERACTION RATE · CTR · FREQUENCY · LIKES
FOLLOWERS · QUALIFIED LEADS · CUSTOMERS · PAID · CPL

AWARENESS
• Spread the message to large audiences and possible clients
• Be known by new Audience segments
• Gain Brand visibility through reach and frequency
• One way communication
• The audience doesn’t need to interact

Awareness
Facebook and Twitter are the best Social Networks to perform Awareness
strategies. Facebook has large audiences and Twitter has user activities.
Social Media descriptive table per
communication objective
Awareness • Growth a community
• Reach audience clusters
• Position visually products
• Message frequency
• Growth a community
• Audience reach
• Hashtag position
• Participate in trending topics
• Influencer usage
Engagement • Testimonials
• Clicks
• Lead generation
• Show brands on a creative
way
• Generate interactions
• Position brands on 18-29
audiences
Conversion • Lead conversion
• Website traffic
• Conversion at stores
• Web traffic
• Store conversions
• Website purchases

Awareness
HR / DAY Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
Source: Oberlo.com.
Best publishing hours per Social Media platform
The best moments for awareness in Facebook and Twitter are near
lunchtime. Twitter has great activity every day of the week but not on
Saturdays and Sundays. Facebook is great on Weekends.

Awareness
Content planning requires to know where most of the audience is and
which are the most successful formats, in order to get the largest amount of
eye balls.
95%
5%
Mobile
Desktop
Social Media Usage per
Device in Mexico
(% impressions)
Native vs. Live Video consumption in Facebook
(% share, reached persons)
Native Video
Live Video
100%
80%
60%
40%
20%
0%
%Videos
10 1,000 100,000
Reach
Live Video and mobile content are a powerful combination
to increase Brand visibility.

Awareness
Once you have identified your audience you can use a Social Media
Inspiration tool to find inspiration for the kind of content you should post.
Socialbakers Content Hub content examples
(Ranked per total interactions in Facebook and Twitter)
Results from the search: Music festivals and posts showing the
experience of attending an event. Festival Line Ups and celebrities
associated to the event generate great visibility.

Awareness
Once you know who your audience is you can plan Content according to
their interests. Let’s imagine you are planning to launch a campaign for
Awareness of an Entertainment company.
REACH: 1.8 Millions
IMPRESSIONS: 2.5 Millions
FREQUENCY: 1.3 X
VIDEO VIEWS: 670 K
REACH: 6.3 Millions
IMPRESSIONS: 12 Millions
FREQUENCY: 1.9 X
VIDEO VIEWS: 6.9 M
Content Planning (Illustrative example)
Live Events
Videos / Photos stressing the experience of assisting
to the Movies. Popcorn, beverages and finally a great
star (X-Men) sitting next to you.
Toys and Books
Videos / Photos showing seasonal collectables
related to the blockbuster. Video shows Woody’s
popcorn boot and the experience of eating
popcorn while enjoying the movie.
(Approximated results)
(Approximated results)

Awareness
Source: Socialbakers, 2019. Score represents relative performance in key metrics: interactions sums, interactions
per 1k followers, number of followers and post activity.
INFLUENCER CUMULATIVE
FOLLOWERS
INTERACTIONS
LAST MONTH
SCORE
LAST MONTH
Yuya
@YUYACST
14.8 M 9.2M 100
Kimberly Loaiza
@kimberly.loaiza
13.9 M 16.2 M 99
Yanet Garcia
@iamyanetgarcia
11.1 M 10.7 M 99
Eugenio Derbez
@ederbez 10.6 M 4.9 M 99
Paula Galindo
@pautips 8.3 M 8.1 M 100
Top 5 Instagram Influencers in Mexico
(Ranked per number of followers)
BENEFITS TO PARTNER WITH A MACRO-INFLUENCER
• Access to big audiences
• Large level of Reach
• Highly professionals
• Help to raise a Brand
• Perfect to position a new product or brand
• Have a defined marketing process
If you plan to use Social Media personalities for an Awareness objective,
you need to hire a Macro-Influencer. The cost will be proportional to the
size of Reach your Brand needs.

Awareness
0.1
0.55 0.52
0.3
0.05
1.8
1.6
0.85
1.35
0.6
Facebook
Feed
Instagram
Feed
Instagram
Stories
Facebook
intream video
Facebook
Video suggestion
CPC CPM
Several Brands promote their content to get larger audiences / reach. The
best format position is on your Facebook feed, however it is the most
expensive format in SM Ad positions.
63%
21%
9%
4%
3%
Facebook
Feed
Instagram
Feed
Instagram
Stories
Facebook
Video suggestion
Facebook
Video instream
Top Ad Spend per platform and position in Mexico
(% share)
Unitary cost per platform and position in Mexico
(US Dollars, Top 5 Brands)
Remember to promote only Relevant Content.
Better content gets cheaper CPMs.

Awareness
79.9
182.3
-
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
Despite all payable formats to increase visibility and Reach, in order to
increase their audience some Brands are still investing in community
growth (Fans purchase).
Average cost per Ad Spend format in Facebook
(US Dollars)
Cost Per Mile
Click – Through - Rate
Cost per Page Fan
Quality content rank
=
From January 2019 onwards, Cost per Page Fan has skyrocketed meanwhile
CTR and CPM have slightly decreased. However some Brands continue to
allocate their budgets in acquiring Fans instead of creating relevant content.

Awareness Strategy Summary:
• Focus all your efforts in publishing relevant content
• Think on developing mobile first content
• Invest and promote only content with a potential to be amplified
• Post Live Video or Video / Slideshows to show your Brand or
product
• Use Macro-Influencers according to your Brand to increase
message Reach
• Avoid buying Fans / Followers at any cost. Social Media
importance should always be focused on content
• Develop a mix of organic content and Reach via CPM formats
on Facebook Feeds to increase message impressions
• Measure the success with: Reach, Impressions and Frequency.
Remember the outcome is to get the larger eye balls

ENGAGEMENT
• Use of compelling and strategic content to create a bond with your
audience and generate significant interactions
• It is the most effective moment to communicate with audiences and
provide relevance through content
• Increasing the number of potential clients leads to
more conversions
• Actions are measurable and ROI is trackable

Engagement
Instagram is the best Social Media Network to generate engagement. Due
to its format, Content motivates and inspires Users to interact with the
publications.
Instagram is the best platform for the Engagement objective but
Social platforms and objectives are not mutually exclusive.
You should use a mix of them for certain actions.
• Audience reach
• Clicks
• Lead generation
way
audiences
• Website traffic
• Web traffic

Engagement
Some social platforms are more likely to reach a specific goal and others
are more related to industries with respect to their ease
of provoking emotions and interaction.
Interactions per platform and industry in Mexico, 2019
(% share)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FACEBOOK INSTAGRAM
Retail food
Others
Others
Automotive
Automotive
Alcohol
Electronics
Hotels
Beauty
FashionFashion
Retail
Retail
E-commerce
Household Goods
E-commerce
FMCG Corporate
FMCG Food

Engagement
Source: Oberlo.com.
Best publishing hours per Social Media platform
The best moment to engage with the audience in Instagram is on
Mondays, Wednesdays and Thursdays during business hours and after
work. The best day to generate interactions is on Wednesdays.
HR / DAY Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su Mo Tu We Th Fr Sa Su
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23

Engagement
Once you have identified your audience you can use a Social Media
Inspiration tool to find inspiration for what kind of content you should
post.
Socialbakers Content Hub content examples
(Ranked per total interactions in Instagram)
Results from the search: Live event festivals and concerts showing the
experience of spend time with friends. Music is mostly the center of their
online communication. They enjoy drinking beer and having informal meals.

Engagement
A Beer brand owns a 47% of female
audience in Social Media. Content
planned for engagement should
include more activities for women or
men. Brands have to touch
audience interests and evoke
emotions and content interactions.
53%
47%
Male
Female
Audience per Genre (% share)
Content Planning (illustrative example)
Live Events (47%) Social Media (21%)
Use the Music Festival seasonality to
provoke interactions and conversation with
potential audience
WhatsApp group friends could be a great
conversation opener. Social Media and Beer
are a great combination.

Engagement
Images and carrousels as content formats are most likely to generate
engagement. However, stories have started to take over as the most
interactive content on Instagram to create freshness and content
personalization.
87
63
53
Carrusel
Imagen
Video
Top content formats in Instagram in Mexico
(Average interactions per post)
41%
59%
Posts
Stories
Interactions in Instagram per post
type in Mexico, 2019
(% Share)
Instagram Stories had increased
its completion rate +35%
Consider using Instagram Stories to create more engaging contents.

Engagement
PROFILE % INFLUENCER
INTERACTION
% INFLUENCER
POSTS
COOPERATION
EFFICIENCY
Nutrisa
@nutrisamx
99.5% 4.1% 4,586.0 X
Tequila Cazadores
@tequilacazadores
99.6% 15.7% 1,564.8 X
Clip
@clip.mx
98.0% 3.7% 1,278.6 X
Garnier Fructis México
@fructismx
98.6% 6.6% 997.5 X
Promoda Outlet
@promodaoutlet
93.7% 2.4% 605.1 X
Influencers will increase the impact of the campaign you are trying to
position. Interactions of an #AD will be exponentially increased by the
cooperation of an Influencer.
BENEFITS OF PARTNERING WITH MICRO-INLUENCERS
• Access to large and heterogenous audiences
• Well established among the audience
• Experience working with Brands
Cooperation efficiency profiles in Instagram by using
Influencer Marketing in Mexico, Q2 2019
Cooperation efficiency: ratio of average interactions on an influencer’s post mentioning the brand compared to a
post published by the brand itself. Influencer interactions: represents the % of interactions provided by Influencers
regarding an specific campaign. Influencer Posts: represents the number of specific campaign posts posted by the
influencer.

Engagement
Brands are already investing in Ads and Instagram Feed is the main
destiny. Stories have started to take relevance in Ad Spend.
0.1
0.55 0.52
0.3
0.05
1.8
1.6
0.85
1.35
0.6
Facebook
Feed
Instagram
Feed
Instagram
Stories
Facebook
intream video
Facebook
Video suggestion
CPC CPM
63%
21%
9%
4%
3%
Facebook
Feed
Instagram
Feed
Instagram
Stories
Facebook
Video
suggestion
Facebook
Video instream
Ad Spend per platform and position in Mexico
(% share)
Unitary cost per platform and position in Mexico
(US Dollars, Top 5 Brands)
CPC is much cheaper than CPM on Instagram.
Once the strategy is defined allocate budget in Clicks Ad Spend.

Engagement
0.03 0.05 0.05 0.06 0.06 0.06
42.7
45.5
8.6
32.3 31.7
33.9
-
1.00
2.00
Cost per Mile
Cost per Click
Click-through-rate
Unitary cost per Ad Format trend in Mexico, 2019
(US Dollars, Thousands of average clicks)
Brands already develop CPC strategies but are not successful enough to
meet the necessary CTR to convert leads into customers.
Total Clicks
(‘000)
A good engagement Ad strategy has to consider that CTR will
derive in sales. Engagement Ad Formats have to qualify leads
to turn them into customers.

• Only publish content that generates interaction
• Develop mobile first content
• Develop visual carousels and images showing the Brand or
product benefits and differentiators
• Do not forget about Instagram stories; several interactions are
happening there
• Use Micro-influencers already positioned within an industry
• Determine which are the formats that tend to provide the higher
number of clicks
• Invest on a mix of organic content and incentive interaction
through CPC formats
• Remember that in this stage you’re qualifying potential leads to
close a deal
Engagement Strategy Summary:

CONVERSION
• Focus on optimizing the mix of organic and paid content to turn a
qualified lead into a customer
• Pull towards a Lead to fulfill a conversion
• A conversion could be considered Website traffic, Onsite Sales and
Store traffic
• Successful conversions increase the conversion rate

Conversion
Use preestablished Ad Formats to generate conversions.
Facebook and Instagram Shopping Pages are useful to increase sales.
• Audience reach
• Clicks
• Lead generation
way
audiences
• Website traffic
• Web traffic
Regarding the visual formats to show product benefits, Facebook and
Instagram are the best platforms to generate conversions.

Conversion
One way to plan your Conversion Social Media strategy is Bottom – Up.
Once you know who your customers are, you can go back and start planning
for those who are already your clients: Which are the top sales, landing and
exit pages.
11%
41%
33%
11%
4%
1%
0%
13-17
18-24
25-34
35-44
45-54
55-64
65+
42%
58%
Demographic Analysis (age, genre)
Audience example
(Entertainment industry in Mexico)
0%
7%
43%
28%
11%
8%
3%
13-17
18-24
25-34
35-44
45-54
55-64
65+
46%
54%
Awareness + Engagement Conversion
Behavioral Analysis (interests)
Men Women

Conversion
Source: GEICO and CarInsurance in Facebook, Twitter and Instagram, 2019.
Conversion posts owns several modalities but the most important part is
using clear content showing the benefits of purchasing the product. The call-
to-action should indicate that there will be benefits derived from the
conversion.
Posts that tend to convert within the financial industry
(Illustrative example of the car insurance industry in the U.S.)

Conversion
3.1%
4.8% 4.7%
6.0%
6.7%
7.6%
9.1%
Q1 2016 Q3 2016 Q1 2017 Q3 2017 Q1 2018 Q3 2018 Q1 2019
US social referral traffic to Ecommerce sites per platform, 2019
(% share per Platform)
Source: eMarketer, April, 2019.
In the U.S. 9.1% of website traffic to Ecommerce sites come from Social
Networks, 91% corresponds to Facebook and Instagram.
80.4%
10.7%
8.2%
0.4%
0.3%
Facebook
Instagram
Pinterest
Reddir
Twitter
Total US social referral traffic to Ecommerce
Sites, 2016 - 2019
(% Share)
Remember Mexico’s E-commerce growth rate (‘18-’23) will be
the world’s largest. Be prepared to perform Social Media
conversion strategies.

Conversion
Nano-Influencers have high credibility and are recognized as an authority on
a specific theme.
BENEFITS TO PARTNER A NANO-INFLUENCER
• Strong relationship with an audience that trust their recommendations
• Covers a wide range of niches
• Has better engagement and conversion rates
• Cheaper than Influencers who own more followers
• Usually accepts products in exchange
PROFILE CUMULATIVE
FOLLOWERS
INTERACTION PER
1K FOLLOWERS
SCORE
LAST MONTH
Lidia Rodríguez
@lidiarodriguezencabo
9.5 K 149 100
Juan Pablo
@juanpablotevini
8.9 K 118.2 100
ÁNGEL PÉREZ
@angelperezp
6.5 K 141.2 100
Rut Castillo
@rut_castillo 9.8 K 83.6 100
Frida Nicole
@nicoleavila_04 6.3 K 134.8 100
Top sports Nano-Influencers in Instagram in Mexico, Q2 2019
(Rank per last month score)

Conversion
1.65
0.77
0.27
0.16 0.14
Facebook
Feed
Facebook
Suggested
Video
Instagram
Feed
Facebook
instream Video
Instagram
Stories
Average CTR by Platform and Position in Mexico
(Top 5 by relative spend)
Click Through Rate Evolution
(Top 5 by relative spend)
2.03
1.89
1.70
1.59
1.17 1.16
Social Media click-trough-rate (CTR) has dramatically decrease in the last
years (-38% vs. July 2017). Formats with the best CTRs are Facebook Feed
and suggested videos.
Click-through-rate

Conversion
2.0
1.9
1.7
1.6
1.2 1.2
-
10.0
20.0
30.0
40.0
50.0
-
1.0
2.0
3.0
Ad Formats and performance metrics in Facebook in
Mexico, 2017 - 2019
(Thousand clicks, millions of impressions and reach and click-through-rate)
Reach
(Millions)
Click-through-rate
Total Click
(‘000)
Impressions
(Millions)
Mexican Brands have already understood that pay-to-play is part of the post
strategy but not all of them understood that they need to solve three stages
simultaneously.
Find a balance between Awareness, Engagement and Conversion.
CTR must be large enough to generate needed qualified leads.

• Only publish content that tends to result in a sale
• Think in developing mobile first content
• Use a mix of organic content showing the product but also the Ad
Cards to promote Website traffic
• Use Nano-influencers credibility to pull audiences towards
conversion
• Posts must be very clear on what the conversion is about. Copy +
image + call-to-action alignment
• Remember to set Facebook pixels to track all your efforts and ROI
calculation
• If you allocate budget to this objective, use the preestablished Ad
Formats by every Social Network
Conversion Strategy Summary:

Summary
The stages of the customer journey are highly correlated with each
other and are all equally necessary for Brand Equity and Monetization.
AWARENESS
Reach, Impressions, Frequency
ENGAGEMENT
Interactions, Clicks, Leads
BRAND EQUITY & MONETIZATION
Low
Profitability
Low Brand
Loyalty
Low Product
Differentiation
Site traffic, Purchases,
Conversion Rate
CONVERSION

Summary
After deciding which communication objective you need to work on.
Remember to consider specifications of every stage:
Awareness
• Facebook & Twitter content strategy
• Live video or highly visual images of the product
• Ideal for brand or product launch
• Use Macro-influencers
• Invest in boosting relevant content in feeds
Engagement
• Mostly use Instagram to develop a strategy
• Use stories and carousels to show brand attributes and
differentiators
• Use clear copy’s of what you expect from your audience
• Use Micro-influencers
• Invest in CPC Ad formats highly associated to the action
needed
Conversion
• Facebook & Instagram are the best Networks
• Clear copy and Images about the expected conversion
• Use Nano-influencers
• Use formats specific to each platform: Shopping pages
• Invest on formats that generate the best conversion rates

September, 2019
Legal Disclaimer: This study has been prepared by Socialbakers for the exclusive use of the party to whom Socialbakers delivers this
study. This study was developed internally using public data and Socialbakers proprietary data. Socialbakers has not verified the third-
party data contained herein. Its primary goal is to provide a guide of how to perform a successful Social Media strategy and tend to
provide Best practices for marketers. This Study should not take in account as a foolproof document. Socialbakers generate and
distribute this material to increase Social Media marketing savviness and spread knowledge.
Adrián Bravo
Regional Leader LATAM
adrian.bravo.mx@socialbakers.com
Veronica Bank
PR Agency – Socialbakers LATAM
vbanck@loop-consultores.com
Julio Sosa
Presales Manager LATAM
julio.sosa.mx@socialbakers.com

SOC MED IN MEX 2019: AWARENESS, ENGAGEMENT, CONVERSION

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