The influencer marketing landscape in Puerto Rico is booming, with an estimated USD 45 million spent in 2026. The growing number of active influencers, now around 12,000, indicates a vibrant digital community. Instagram remains the dominant platform, but TikTok's popularity continues to rise, reflecting changing consumer preferences. Brands increasingly leverage local influencers to reach targeted audiences effectively, boosting engagement and ROI.
Consumer trust in influencer endorsements remains high, with an average engagement rate of 4.2%. The surge in collaborations, totaling approximately 1,800 partnerships, underscores the importance of influencer marketing for brands. As digital adoption accelerates, Puerto Rican companies are expected to allocate more budget towards influencer campaigns, emphasizing authenticity and local relevance to maximize impact.