🎯Colombian GEO overview: key features, target audience, top offers and strategies for the traffic flood

General information about GEO Colombia

Colombia is one of the most promising countries in Latin America for traffic arbitrage. The high interest in health and beauty among the local population makes this market attractive for inbound offers. With a developed internet infrastructure and a large share of mobile traffic, Colombia is a profitable destination for traffic flood across various verticals.

Key market characteristics:

• Population: over 50 million people
• Main language: Spanish
• Main traffic sources: Facebook Ads, Google Ads, TikTok
• High trust in telemarketing
• The vast majority of traffic is mobile (over 70%)
• High level of interest in health and beauty products

Target audience (TA) in Colombia

The target audience for nurture offers in Colombia has its own characteristics:

• Age: 30-65 years old
• Gender: Depends on the offer, but most often, it is men aged 35+ (health) and women 40+ (cosmetics, varicose veins)
• Solvency: Average income
• Main problems: men’s and women’s health, vision and hearing problems, varicose veins,
• Popular triggers: natural products, quick effect, favorable price

Colombia: Challenges and opportunities

Colombia is a country with a high proportion of the population actively using the Internet and making purchases through social media. Many Colombians face health problems caused by lifestyle, nutrition, and environmental conditions. The most popular categories of offers in this region are:

1. A remedy for men’s health (Virex). A sedentary lifestyle, stress, and an unbalanced diet contribute to poor health.
2. Remedy for varicose veins (Avital). Many women suffer from vein problems due to a standing or sitting lifestyle, which is typical for service workers.
3. A remedy for vision health (Oculax). The high strain on the eyes due to the active use of smartphones and computers leads to poor eyesight among different age groups.
4. A remedy for hearing health (Dialine). Given the environmental noise in cities and age-related changes, products to improve hearing are popular among the older generation.

Strategies for working with this region

Colombia is a promising GEO for arbitrage, but it has its own peculiarities that are important to consider for successful traffic drainage. Below, we will consider the key aspects of an effective strategy.

• Language. In Colombia, the official language is Spanish. It is necessary to cast exclusively in Spanish, because even the younger generation does not always have a good command of English. Content adapted to the local language is more trustworthy and helps to increase conversions.
• Creatives. Colombians respond well to emotional creatives, especially those with a family or social angle. It is worth using stories of real people, strong before/after contrasts, and references to local issues (environment, financial instability, difficulty in accessing healthcare).
• Pre-landings. Prelends work best in the format of an expert opinion or a review by ordinary users. If it is expert content, it is better to use doctors, scientists, or local specialists who talk about the problem and its solution.
• Sources. The main traffic in Colombia comes from Facebook and Instagram, but TikTok also works well. Google Ads can bring quality traffic with the right optimisation, and for additional reach.
• Offers. Colombia is a country with a lot of social problems, so health offers (men’s health, varicose veins, vision, hearing). People are actively looking for affordable solutions to their problems.
• COD (cash on delivery). Colombians are not used to trusting online payments, so Cash on Delivery (COD) is a key factor in high conversions.
• Natural medicine. Products based on natural ingredients are popular in the country, so the emphasis on the natural composition of the product will significantly increase the trust and interest of the audience.
• Prohibitions and negativity. Avoid political topics, criminal stories, and any negative references to the country’s economic crisis. Colombians appreciate a positive attitude and trust brands that emphasise reliability and customer care.

To Sum Up

Colombia is an attractive market for nutra offers, but it requires proper adaptation to the local target audience. The use of native advertising, adaptation of creatives to regional specifics, and high-quality work with the call center will help to increase conversion and ROI. Success in this GEO depends on testing different traffic channels, proper product positioning, and effective work with the local audience.