Reasons to unfollow influencers in Latin America

Low quality content was the main reason to stop following an influencer for social media users in Latin America in 2019, according to a survey carried out by Axon. That year, three quarters of respondents surveyed said that the lack of quality in an influencers' produced content would be a reason to unfollow them. Meanwhile, only one percent of Latin American respondents thought that a low number of followers would be a good reason to stop following an influencer.

Reasons to stop following an influencer among social media users in Latin America in 2019

Characteristic	Share of respondents
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Release date

July 2020

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Region

Central and South America, Mexico

Survey time period

February 27 to March 1, 2019

Number of respondents

150 respondents*

Special properties

Base sample: 82 percent of respondents who reported to follow social media influencers

Method of interview

Face-to-face interview

Supplementary notes

* Survey was conducted among attendees to the international ANATO fair in Bogota, Colombia. The sample of the survey include 100 users of tourism services and 50 tourism service providers such as destination promotion agencies, travel agencies, hotels, and airlines.
The term social media influencers encompasses youtubers, instagrammers, snapchatters, bloggers, twitters, and similar.

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