In Panama, influencer marketing continues to grow rapidly, with an average sponsored post costing around $1,200 in 2026. Brands are increasingly leveraging influencers to reach diverse demographics, especially on platforms like Instagram and TikTok. The total marketing spend on influencers is expected to reach $25 million, reflecting strong market confidence and digital adoption in the country.
Engagement rates remain high at around 4.8%, indicating active audience participation. Panama hosts approximately 150 influencers with over 100,000 followers, providing brands with a broad range of partnership opportunities. The widespread social media penetration of 78% supports the continued expansion of influencer marketing, making it a vital channel for brands aiming for local and regional growth.