LATINO SOCIAL MEDIA INFLUENCERS ARE CHANGING MARKETING
While many research studies have been conducted to analyze data on the most effective platforms for reaching different groups of consumers, the economic power of today’s Latino consumer is no secret. Brands and social media influencers are collaborating to market products on social platforms.
“Many Latinos are both empowered consumers and influential co-creators in the digital age – that is an exciting and powerful combination,” explains Maria Cabo, Digital and Multicultural Strategist.
An August 2016 Nielsen report states that at nearly 57 million strong, Hispanics represent almost 18% of the U.S. population. What’s more, this demographic is expected to account for 24% of the population by 2040 and 29% by 2060.
A study by Acosta Sales & Marketing and Univision Communications, also from August 2016, reveals that U.S. Hispanics are spending more on consumer packaged goods.
Brands are Working with Micro–Influencers
Of course, brands and agencies are taking notice, but the age of information has also ushered in an era of hyper-connectivity, co-creation, and cynicism on the part of the tech-savvy consumer. With that in mind, many forward-thinking companies are turning to an approach that is coming of age and is becoming a must-have for many brands to label evangelism: social influencer marketing.
Admittedly, there seems to be a lack of consensus among different marketing experts when it comes to who exactly is an influencer and the threshold that distinguishes a ‘micro-influencer’ from a ‘macro-influencer’ (aka ‘influencer’). Some sources say that a micro-influencer is one who has between 10,000 to 150,000 followers on Instagram, while others say that number can be as low as 1,000.
“Latino consumers will often take notice and take action when they receive an idea or recommendation from a micro-influencer they know and trust such as their mamá, amiga or vecina (neighbor) in addition to direct messages from a brand or celebrity-status macro-influencer”, explains Maria Cabo. “While many brands are leveraging macro- and micro-influencers, opportunities abound in maximizing the full potential of influencer marketing as a strategic priority and driver of a successful multicultural consumer journey.”
To read more about this article, visit the Nativa Multicultural Blog .