TikTok has already established itself as one of the most influential platforms, and TikTok memes have gone from simple internet jokes to one of the best ways to improve brand awareness. Many influencers worldwide, and even more so in Latin America, are embracing the viral potential of these memes to make brands more relatable and increase engagement.
One good example is the Saratoga Sparkling Water Challenge. The viral meme posts that have been going around have turned the company into a household name, with the water even selling out in most stores.
The value generated from the social craze has turned heads in marketing worldwide. Businesses have realized they don’t have to rely on billboards and TV ads as influencer marketing in Latin America is even more powerful at making their brands visible and relatable.
The Power of Meme Virality
Due to their built-in humour, memes are a great way to connect with people. And when they go viral, they don’t just stay on the platform but find their way into other social media sites and even mainstream conversation.
The Saratoga sparkling water challenge started as a single TikTok post. Not long after, thousands of users made humorous videos trying to drink the fizzy beverage without making a face.
But then, fitness influencer Ashton Hall came along with his viral morning routine. The videos showed his morning routine, which started very early at 3:52 AM and included a rigorous workout and a banana peel face massage. But there was one more item on the menu: Saratoga Spring Water, which he religiously used for his daily ice bowl facial dunk.
Soon, everyone was talking about Saratoga sparkling water, turning the brand into a pop culture phenomenon.
Source: screenshot (Google Trends)
TikTok memes have proven to be quite powerful in Latin America, changing how influencers engage with their audience. One of the biggest appeals of these memes is that they make individual influencers feel authentic and relatable. And many are using this to help the brands they are partnering with engage with their audiences in a natural and organic way.
If you want to tap into the virality of memes, you should make sure you go with the flow rather than try to force a marketing message. Be ready to ride the cultural wave as it emerges.
Take Banco Santander’s #LouderTogether campaign as another example. The bank launched a campaign that led to the creation of LoudT, a band made up of young artists from seven different countries.
While Santander’s move was effective, it wasn’t about pushing a financial product. Instead, it was trying to integrate itself into the vibrant, music-loving world of Gen Z TikTok users. The campaign was a success precisely because it tapped into an organic interest rather than trying to shoehorn a corporate message into the mix.
Unpredictability: A Brand’s Best Friend
While many brands may be a bit apprehensive about TikTok’s unpredictability, Latin American brands and influencers are using it to their advantage. You can’t predict what will go viral, but then that’s the magic of TikTok memes. One random moment can turn an unknown brand into a household name overnight.
Many Latin American influencers incorporate brands in their TikTok memes and partner with them after their posts go viral. Whether intentionally or not, Ashton Hall used the same formula for his Saratoga water videos.
Speaking to Business Insider, Primo Brands’ chief marketing officer, Kheri Tillman, confirmed that Ashton Hall was not affiliated with Saratoga Spring Water or Primo Brands. However, he was quick to point out that the company had reached out to the TikTok fitness influencer about a potential partnership.
The Explosive Growth of TikTok Influencer Marketing
TikTok’s popularity in Latin America has been a massive boost for influencer marketing. The sector grew by 12.6% to over $1.12 billion in 2024. And with the region expected to have around 173.3 million TikTok users by 2027, these numbers will only get bigger.
One thing that sets Latin American TikTok users apart is their willingness to create. Unlike North America and Europe, where many users are passive, Latin American users are active creators. This leads to countless possibilities of viral moments that are turning casual users into overnight celebrities.
Brands in the region recognize this and are always on the lookout for opportunities to partner with the next viral sensation. Many are, in fact, shifting resources from traditional advertising to influencer-driven campaigns.
One significant reason for this is that influencers make brands more relatable. They are not merely marketing tools but trusted voices that provide a sense of authenticity, which is often missing in traditional advertising.
TikTok memes have all but ended the days of highly polished, scripted endorsements. Brands are increasingly partnering with influencers who seamlessly integrate products into their daily lives in a genuine and unscripted way.
Agencies Seizing the Opportunity
The growth of influencer marketing in Latin America hasn’t gone unnoticed, and many of the world’s leading marketing agencies are aggressively expanding into the region.
One notable player is AWISEE, a European digital marketing agency that connects brands with local influencers. The company helps businesses across multiple industries, including fashion, tech, and health, to create authentic campaigns that resonate with Latin America’s diverse population.
French multinational advertising and public relations company Publicis Groupe has also made inroads into the region with the acquisition of BR Media Group, Latin America’s largest influencer marketing company.
As memes become more popular among Latin American influencers, agencies that specialise in influencer marketing are adapting their strategies to take advantage of Tiktok’s viral power. This is helping brands increase brand awareness, build trust, and generate more sales.
