by The Rise of South America Creator Economy Market
Over the past two years, a new type of digital entrepreneurship has been taking off across South America – the creator economy. Fueled by widespread smartphone and internet access, a new generation of influencers, content creators, and digital businesses are emerging and finding audiences both locally and globally. Let’s take a closer look at how the South American creator economy is developing.
Social Media Influencers Paving the Way
One of the early adopters of the Creator Economy model in South America have been social media influencers. Countries like Brazil, Colombia, Argentina and Peru have seen immense growth in the number of YouTubers, Instagrammers, and TikTok stars making a living from branded content deals, affiliate marketing, online courses, and merchandise sales. Brazilian influencer Whindersson Nunes, with over 50 million YouTube subscribers, is one of the best known examples. However, there are now thousands of micro-influencers across the region earning supplemental or full-time incomes from their online followings. The growth of this influencer class has helped introduce the concept of becoming an ‘internet celebrity’ or digital creator to wider audiences.
Digital Education Platforms Democratizing Knowledge
Access to education has long been an issue across South America due to the high costs associated with university degrees or vocational training programs. However, the rise of online learning platforms and MOOCs (massive open online courses) have helped democratize knowledge and skills development. Some of the largest digital education companies to emerge from the region include São Paulo-based Hotmart, which allows anyone to create and sell online courses, and Mexico City’s Udemy clone Platzi. Both platforms have experienced rapid international growth by partnering with creators to develop content for audiences seeking to boost their careers, switch industries, or start online businesses of their own. This has created a new market for instructors and freelance educators across the continent.
Creative Communities Driving South America Creator Economy Market
The past decade has seen a boom in independent online media in South America, thanks to new creative communities and grassroots movements. In Argentina, independent digital publishers like Revista Anfibia and La Gacetilla have helped elevate underrepresented voices and hold power to account. Meanwhile, Brazil’s Medium magazine is fostering new thought leadership on social and environmental issues. Video and podcast networks are also increasingly popular ways for freelance journalists, documentary makers, and comedians to find platforms and earn income. Regional streaming services like Chile’s Canal Once and Colombia’s PlutoTV are even partnering directly with independent creators to commission and distribute original content. As traditional media businesses continue to struggle, these alternative creative scenes will play a bigger role shaping the information landscape.
E-Commerce Empowering Artisans and Manufacturers
E-commerce has opened significant opportunities for South American artisans, manufacturers, and retailers that previously struggled to reach customers outside their local markets. Platforms like Argentina’s TiendaMia and Brazil’s Etsy equivalent Elo7 have helped thousands of craftspeople, fashion and product designers establish online stores to sell globally. This includes everything from Colombian woven goods and Uruguayan pottery to Chilean jewelry and Peruvian woodcarvings. These creators are able to leverage international fulfillment centers and payment methods to access millions of new potential buyers. Simultaneously, manufacturing SMEs can promote custom products and prototypes online, bypassing traditional wholesale channels. The ability to startup an e-commerce business from home with just a laptop has been life-changing for many South American creators.
Technology Startups Driving Innovation
Finally, the region is seeing an explosion of technology startups focused on supporting the creator economy through new tools and services. For example, Medellín-based Fanaply allows influencers to generate branded content templates and contracts right from their mobiles. Brazilian platform Samba Tech provides advanced analytics and monetization tools for YouTubers and podcasters. While Uruguayan startup Crehana offers creator marketplaces, community management software and payment solutions tailored to the needs of online educators, freelancers and consultants across multiple industries in Latin America and beyond. These B2B innovators play a vital role in fueling sustainable entrepreneurship throughout South America by giving all types of digital creators the infrastructure needed to grow successful businesses online.
In conclusion, whether through social media personalities, online courses, streaming shows, e-commerce stores or startup ventures – the creator economy is transforming the entrepreneurial landscape across South America. New opportunities for independent, flexible work funded by direct fan and customer relationships offers an escape from traditional jobs for many. Going forward, as streaming, mobility and technologies like 5G advance – this creator-driven, digital transformation will undoubtedly continue to blossom and shape the economies of the entire region for decades to come.
*Note:
1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it
