Trust over reach: the true value of influencer marketing in 2026

There's something I still can't understand.

How is it possible that, in 2026, we continue to reduce a creator's value to their followers and reach?

After years working with creators in different countries across Latin America, I'm convinced that this way of evaluating them no longer explains their true impact.

The biggest mistake in influencer marketing is not creative.

It's continuing to confuse visibility with trust.

Because people don't make important decisions based on a creator's reach.

They make them based on the trust that creator has built with their community.

And that difference changes everything.

I never imagined I would end up leading a talk on this topic at the Fintech Summit San José 2026.

And, honestly, it's one of the things that excites me most this year.

Not only for the opportunity to share the stage with people I admire.

But because I feel that, as an industry, we need to open a different conversation.

For a long time we talked about reach, followers, impressions and trends.

But the true value of a creator was never only there.

It lies in their ability to build trust, generate community and support decisions.

And that becomes even more relevant in an industry like finance, where trust is not just another attribute.

It's the foundation on which people decide where to invest, what product to hire or who to listen to.

After working with hundreds of creators and brands across Latin America, I'm convinced that well-executed influencer marketing is no longer a complementary channel.

It's a strategic tool to build trust.

And I believe Central America has a huge opportunity to lead that conversation.

I'm going with great excitement to share learnings, listen to other perspectives and continue learning from an industry that is evolving very quickly.

Because, in the end, the most important decisions don't just need information.

They need trust.

See you on August 18 at the Fintech Summit San José 2026.

Thank you to ASOCOMI for opening this space.