Choosing where to post matters less for a UGC creator than understanding where the brand will run the video, because you are filming for their distribution and not for your own feed.

What Mexican audiences actually watch

TikTok and Instagram Reels carry most of the short form attention, YouTube holds the longer explanations, and Facebook remains far more relevant here than marketers outside Mexico assume, especially outside the big cities. WhatsApp is where a lot of the buying conversation finishes.

What brands buy per platform

Short punchy demonstrations for TikTok and Reels, calmer explanatory pieces for YouTube, and static or short loops for Facebook where the audience skews older. A single brief that ignores this asks for one video to do three incompatible jobs.

Vertical is the default, not the only format

Film vertical, but frame with enough space that a square or horizontal crop still works. Brands reuse the same footage across placements and the creators who deliver crop safe framing get asked back.

Marketplace video is its own category

Mercado Libre and Amazon listings use video differently: no music, no personality, just the product answering a question in the first three seconds. It is less fun to film and it converts extremely well, which makes it a reliable line of work.

What this changes for you

Ask which platform the video is for before writing the script. That one question separates creators who deliver something usable from creators who deliver something the client has to re edit.

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Frequently asked questions

Which platforms dominate in Mexico?

TikTok, Reels, YouTube and Facebook.

Does Facebook still matter?

Yes, more than outsiders assume.

How should I frame a shot?

Vertical, but crop safe for other formats.

What is marketplace video?

Plain product answers, no music.

Sources

Checked on 26 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.