In 2026, Guatemalans predominantly engage with Instagram, with over 55% of users favoring the platform for influencer content. TikTok continues to grow rapidly, with high engagement rates, making it a key platform for brands targeting younger demographics. Influencer marketing expenditure is expected to reach USD 48 million, reflecting increased digital adoption and marketing budgets within the country.
The influencer landscape in Guatemala shows a diverse follower base, totaling approximately 2.3 million followers. Lifestyle and fashion content dominate, resonating well with local audiences seeking relatable and aspirational content. As digital habits evolve, brands are increasingly leveraging influencers on multiple platforms to boost reach and engagement, driving a dynamic marketing environment in 2026.