Uruguay's influencer marketing sector is projected to reach 15 million USD in 2026, reflecting a steady growth driven by increased digital engagement among consumers. The sector accounts for around 12% of the country's total digital advertising budget, indicating its significant role in marketing strategies. Influencers with large followings continue to drive brand awareness and sales, especially in sectors like fashion, beauty, and tech.
The average engagement rate of 4.8% demonstrates robust audience interaction, surpassing regional averages. The number of influencers with over 100,000 followers is expected to grow, emphasizing the country’s expanding digital influencer community. Overall, Uruguay's influencer marketing landscape is poised for continued growth, fueled by rising digital penetration and changing consumer behaviors.