In 2026, Panama faces an influencer fraud rate of approximately 18%, reflecting ongoing challenges with fake followers and engagement inflation. Despite this, influencer marketing remains a vital channel, with brands investing around USD 120 million to reach Panamanian audiences. The influencer community is sizable, with around 15,000 active creators leveraging social media platforms to promote products and services.
The prevalence of fake followers underscores the importance for brands to implement robust verification strategies. Engagement rates hover around 2.1%, indicating genuine audience interaction is still achievable. As digital marketing matures in Panama, transparency and authenticity will become key drivers in influencer collaborations, fostering trust and better ROI for marketers.