Influencer marketing

Mashin's influencer marketing service has two parts: campaign management and creator development. Mashin's campaign management, short or long term, follows five stages in this order:

1. Talent scouting.
2. Talent selection.
3. Legal and administrative management.
4. Content management.
5. KPI and ROI monitoring.

Creator development and brand strategy make up the service's second part: Mashin has offered it since 2018, when it began supporting the creators it had already worked with on campaigns. This part covers five fronts: career development, content production, production of its own events, brand management and influencer strategy.

We select influencers with X7, Mashin's tool that analyzes influencer profiles and matches them to the brand's strategy. X7 applies six filters to every profile: family friendliness and brand safety, audience quality, engagement rate, active social channels, minimum reach and demographic data.

Mashin built X7 in 2025 to solve a concrete problem in the discipline: most selections are made from the media kit, the influencer's presentation sheet, which shows results but does not explain how they were achieved. That sheet does not reveal whether the influencer's content-creation methods are compatible with the brand.

An influencer serves a different objective at each stage of the funnel: reach in awareness, preference in consideration, purchase in trial and sale, recommendation in loyalty. That is why Mashin defines the objective, the audience and the indicators for each stage before selecting anyone: the most common mistake is hiring an influencer without deciding which part of the funnel they work on.

At Mashin we advise against hiring an influencer solely to reach their audience: it wastes their capacity to influence and tends to be disproportionately expensive. Reach is a context metric: it describes how many people a post reached, not what effect it had.

Influencer content multiplies engagement by 60% to 600% and retention by 220% compared with traditional brand content, according to Kantar. That difference lies in how the creator builds their relationship with the audience, not in how many people follow them.

79% of marketing leaders find it difficult to measure the ROI of their influencer actions, according to the State of Influencer Marketing 2026 study by Linqia. At Mashin we hold that, before it is a measurement problem, it is a problem of use: when nobody defines why an influencer is hired, no indicator can prove the result.

The global influencer marketing market grew 35.6% between 2024 and 2025, according to Statista, and Latin America grew 10.5% in the same period, according to Merca2.0. The growth in investment did not come with a consensus on how to measure it.

Mashin verifies the age composition of each channel's and each creator's audience before hiring, whenever the category has an age restriction: alcoholic beverages, gambling, tobacco and nicotine, energy drinks and gaming with chance-based mechanics. The data is filed with a date.

Advertising disclosure is mandatory in the eight countries where Mashin operates: Argentina, Chile, Colombia, Spain, the United States, Guatemala, Mexico and Uruguay. In Colombia the Superintendencia de Industria y Comercio requires the advertiser to oversee the creator's content, and in Mexico responsibility is shared between creator and brand. That oversight is part of the legal and administrative management of every campaign.

At Mashin we propose stopping telling the influencer how to reach their audience and hiring them for what they know how to do that the brand cannot do with that audience. Selection, then, consists of finding creators whose values and working methods match the brand's, so the content feels natural for the brand too.