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Social listening agency · LATAM & US Hispanic

The platforms machine-translate Spanish. We were built in it.

The conversation that decides your category in Latin America and the US Hispanic market is already happening, in slang, irony and code no tool reads right. We deliver it already interpreted by senior analysts and regional AI: what it means and the decision it enables, not another dashboard to decode. You license and operate nothing.
Book a 30-min call → See how it works
8
Fortune 500 · 2025
10/10
NPS · 2025
12
LATAM markets
+600K
Sources monitored
Epical data · 2025 · 320M+ conversations monitored / day · 22 senior analysts · regional AI · proprietary analysis
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Epical is the social listening and consumer intelligence agency for Latin America and the US Hispanic market.

We track what's said about your brand and category across social, media, communities and reviews (marketplaces, Google Play, the App Store), in the real Spanish and Portuguese of each market. Our senior analysts and regional AI interpret it and hand you an actionable read: what's happening, what it means and what to decide. We run the stack; you operate nothing.

Fortune 500 brands already decide with Epical · 2024–2026
In 60 seconds

Why Fortune 500 brands choose Epical for LATAM & Hispanic intelligence.

01
The problem

Insight arrives too late.

Last quarter's research is useless for this week's decision.

Epical solves it

An executive read in real time. Crisis alerts in 24h.

02
The problem

Platforms drown you in data. They also mistranslate it.

Dashboards with no read, machine-translated Spanish, no regional context.

Epical solves it

The system plus senior judgment, built in regional Spanish and Portuguese.

03
The problem

AI alone gets it wrong.

Most GenAI pilots never reach production, and nearly half of executives have already decided on inaccurate or outdated data.

Epical solves it

AI trained on LATAM, read by senior analysts. A human signs every read.

The proof → 8 Fortune 500 · 1 multilateral organization · 12 LATAM markets · NPS 10/10
Capabilities 4 layers · one system

Four layers of intelligence.
One analyst-led system.

Regional AI handles the volume. Senior analysts handle the meaning. In LATAM and Hispanic markets, neither one works without the other.

Layer 01 · Social listening & conversational intelligence

Sentiment, topics and voices in each market's real Spanish, not the machine-translated one.

Mixed Spanish and Portuguese, Rioplatense irony, slang that changes every year. Global tools translate it wrong and miss the category. Our regional AI reads it natively; senior analysts set the final call.

Regional languageToneInfluence
Audience Marketing · Brand
Julita Paz
@julita_p · 3h
𝕏
does anyone else notice this brand changed its whole vibe this year? it's not the same and I can't quite put my finger on it 🤔
💬 89🔁 312♥ 1,247📊 38K
data points LATAM
@datapoints_lat · 1d
𝕏
global tools translate "copado" as "cool". right there you've already lost the real category. happens in Rioplatense Spanish, in Mexican, in Chilean. all day long.
💬 42🔁 198♥ 847
Bruno Schneider
@bschneider_ar · 1d
𝕏
100% this. code-switching is the norm in LATAM, not the exception. measuring it from Boston means missing half of it.
💬 12🔁 28♥ 423
Layer 02 · Consumer intelligence

The cultural motivations and tensions a focus group never surfaces, but consumers post at 2am.

In a focus group people say what's acceptable. At 2am they say what they think. We capture the contradictions, rituals and LATAM consumer insights that move six months before they show up in your sales.

CultureMotivationsFindings
Audience Insights · Consumer
LIVE · 02:14
♥
@skin.diary.ar
POV: I thought k-beauty was a fad. now it's my religion 🌙✨
♥ 847K · 💬 12.3K · 🔁 38K
Noa
@noa_aldama · 02:43
𝕏
it's past 2am and I'm reading the serum ingredients like it's scripture. does anyone else lose sleep over this or just me? 😅
💬 178🔁 894♥ 3,402
Bea Almada
@bea_consume · 2d
𝕏
I don't buy by brand anymore. I buy by ritual. and no focus group captures that because there you say what's acceptable to say.
💬 67🔁 412♥ 1,891
Layer 03 · Brand reputation & crisis monitoring

What's said about your brand, category and competitors, and exactly where the crisis is forming.

We flag it while the critics are still three connected accounts, not fifty thousand mentions a day. That's the difference between containing the conversation and reacting to the headline.

RiskNarrativeAlert
Audience Communications · Public Affairs
Eze Cruz
@ezecruz_ok · 4h
𝕏
third time this year this brand does the exact same thing. does nobody seriously learn? I'm done. 🚩
💬 942🔁 2,891♥ 8,247📊 380K
Crónica Digital ✓
@CronicaDigital · 2h
𝕏
The brand faces a wave of backlash on social after the complaints of the last 48h. Consumer frustration keeps growing.
💬 287🔁 587♥ 1,203
Mari S.
@mariSP_ · 1h
𝕏
I stopped buying too. and so did my friends. something broke this year and there's no going back.
💬 38🔁 142♥ 631
Our edge · Layer 04 · Strategic foresight

The weak signals no one is watching yet, and scenarios for deciding before the data is conclusive.

When three signals converge and no one has connected them yet, that's what needs reading. We fuse the three layers above with senior judgment. What reaches your table is a decision, not a dashboard.

Reputational riskCompetitive shiftEmerging narrative
Audience Leadership · C-Level
la minoría quieta
@minoria_quieta · 8h
𝕏
what's happening in the category isn't isolated noise. it's three different things connecting and nobody's looking at them together yet.
💬 8🔁 11♥ 47weak signal
Pato Linares
@patolinares · 2d
𝕏
third post this week from different creators saying the same thing about the sector. when it's three it's no longer noise, it's a pattern.
💬 22🔁 53♥ 184
future brands
@future_brands_lat · 4h
𝕏
we already saw this pattern in MX 8 months ago. it's going to reach the rest of LATAM. the question isn't whether it arrives, it's who prepares first.
💬 41🔁 89♥ 312
See real cases → Real decisions · anonymized under NDA
Our conviction

You won't win LATAM with more data.
You'll win it with better interpretation.

You're not short on data. You're short on someone who knows how to read it. Our proprietary AI processes the volume in the real language and codes of each market, the regional Spanish and Portuguese the platforms machine-translate. We cover any market in the world, English and the US included, and we specialize in LATAM and US Hispanic. The judgment comes from senior analysts who have already worked through thousands of conversations. What reaches your table is a well-founded decision, not another dashboard.

What the market says
90%

of consumers use social media to follow trends and cultural moments. The digital conversation that defines your category is already happening there.

Sprout Social Index · 2025 ↗
↳ That's exactly where Epical operates: we capture the conversation in real time, in regional Spanish and Portuguese, cross-reference it with senior human judgment and turn it into a decision, for Fortune 500 clients.
Social listening agency vs. a tool

Do I need a social listening tool to work with Epical? No.

A social listening platform arrives as a tool: a dashboard you pay for, operate and interpret yourself, in machine-translated Spanish. Epical hands you the read already done by senior analysts, in the real language of each market. You operate nothing. Already have a tool under contract? Even better: we sit on top of it and add the read.

Comparison between traditional dashboard-based social listening and Epical's operating model, across 7 dimensions.
Dimension Traditional social listening Epical
What's deliveredDashboard with raw metricsA read interpreted by a senior analyst
Who operates the toolThe clientEpical · the client licenses nothing
Languages / variantsGlobal English, neutral SpanishRioplatense, Mexican, Andean, Caribbean and Brazilian Portuguese
Depth of analysisAutomated sentimentSentiment + context + emerging themes + key actors
Audience for the outputHands-on marketing teamC-level and the decision table
AI layerGeneric English-language modelsProprietary AI trained on LATAM
Tools for the clientRequires licenses and trainingNone · operated by Epical
Social listening case studies

Decisions Fortune 500 brands made with our read.

Real social listening case studies, anonymized under NDA. Same pattern in all three: we read the conversation in time and the brand decided with judgment, not blind.

See all cases →
Sponsorship · F1 · 2025Uber · Franco Colapinto · F1
Uber · Franco Colapinto

Where to invest the activation to win on connection, not on spend.

See case →
Narrative · FMCG · 2025Global beverage · campaign narrative
Global beverage

Pulling a campaign in time: more volume wasn't buying legitimacy.

See case →
Content · Streaming · ongoingEntertainment · regional content
Global entertainment

Which titles to produce, adjust or retire, with a real regional read.

See case →
Latest news See Epical News →
In the media

"Automate or listen: social listening as strategic intelligence"

Tomás Criado, CEO of Epical, published a column in Forbes on why digital conversation becomes intelligence for the C-level when there's human interpretation behind it, not just automation.

Read on Forbes Argentina ↗
Tomás Criado, CEO of Epical, presenting ★ Insightful Innovator · Winner 2025
Global recognition · 2025

Top 50 worldwide in Social Intelligence

Tomás Criado, CEO of Epical, was recognized among the 50 most influential professionals in the world in Social Intelligence (The Social Intelligence Lab, 2025), for taking social listening to a disruptive approach with direct impact on business decisions.

Read the interview ↗
Social listening FAQ

What buyers ask us first.

Short answers. If something's missing, write to us: hi@epical.digital

What does Epical do?

Epical is a social listening and consumer intelligence agency for Latin America and the US Hispanic market. We turn public conversation into decisions for the C-level: social listening, consumer and brand intelligence, reputation and crisis monitoring, and public affairs, for Fortune 500 brands.

How is Epical different from a social listening tool?

Platforms hand you a dashboard you have to license, operate and interpret, and they machine-translate Spanish. Epical is analyst-led: senior specialists run the stack and deliver the read already interpreted, in the real language of each market. You operate no tool at all.

Which markets does Epical cover?

Permanent coverage across 12 LATAM markets, Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, Mexico, Panama, Paraguay, Peru and Uruguay, plus the US Hispanic market. We can run one-off global studies in English, US included, whenever a study calls for it.

What technology does Epical use?

Proprietary AI trained on regional Spanish variants and Brazilian Portuguese, plus licenses to the leading global social listening platforms. All of that infrastructure is on us: the client licenses nothing.

Do I need a social listening platform first?

No. You license and operate nothing. And if you already have a tool, even better: we sit on top of it and add the analyst-led read, without changing anything that already works.

Who is on the team?

22 senior specialists. Every study is run personally by senior staff, never juniors with a dashboard. Buenos Aires hub, with regional analysts who know each market's language and culture firsthand.

Who is Epical for?

Brands expanding into LATAM or targeting US Hispanic audiences, Fortune 500 companies with LATAM operations, and agencies needing a white-label LATAM listening partner. Built for Marketing, Insights, Strategy, Communications and Public Affairs, always for C-level decisions.

What does Epical deliver?

An interpreted read, not a dashboard. Depending on the study: a document, an executive brief, a strategic report or a readout session with the C-level. You receive the decision, ready to act on, with no panels to decode.

Next step

Start with the decision on your table.

A 30-minute call. You tell us the LATAM or Hispanic decision you're about to make; we tell you whether we can help, and how. No pitch, no slides.

Let's talk → Zoom · Confidential · No cost