The line between a micro influencer and a UGC creator is thinner than the industry pretends, and in Mexico the same person often does both. What separates them is not the follower count, it is what you are buying.

The same person, two products

Many creators post to their own audience and also sell videos for brands to publish. When you hire them, you are choosing which of those two things you want. Failing to say which one you mean is how both sides end up disappointed.

Micro influence has real value in Mexico

A creator with a few thousand engaged followers in a specific city or community carries genuine local credibility, and the price is far below a national name. For a local business that is often the best money in the whole marketing budget.

But you do not own the post

If the value was the post on their profile, the value ends when they take it down or when the algorithm moves on. Anything you want to keep and run as an advertisement has to be licensed explicitly, and that is a separate negotiation.

Judge engagement, not followers

Follower counts are easy to inflate and mean very little. Look at comments from real accounts, whether the creator answers them, and whether the audience is actually in the place you sell to. A creator with two thousand local followers can outperform one with fifty thousand scattered ones.

The pragmatic brief

Ask for both: the post on their profile and the licensed file for your own use. Priced together it is usually cheaper than buying them separately, and it removes the ambiguity that causes most disputes in this category.

Keep reading

Find creators for your campaign →

Frequently asked questions

Are they different people?

Often the same person, two products.

What do you own?

Only what the licence says.

How should engagement be judged?

Real comments and local audience.

What is the best brief?

The post plus a licensed file.