With a growing Hispanic market and an even faster-growing bilingual, bicultural market, brands are looking to engage with Hispanics across segments – women, youth, Millennials – and across platforms – the press, Twitter, Tumblr, Reddit, and more.
This burgeoning multicultural group is engaging with a wide variety of influencers and in a wide range of languages: Spanish, English, and Spanglish. Good Morning America and Despierta América‘s October 28 split-screen, historic broadcast is just one example. Developing content that speaks to their culture and developing storylines that speak to what we call this new wave of influencers, dubbed the “new Hispanic press,” is key.
These are the Hispanic PR and social media trends that have shaped 2013 and that brands are watching closely:
English-language Latino: From NBC Latino and Fox News Latino to HuffPost Voces, there is a strong undercurrent of Latinos getting their news in English but with a Latino twist – and this new media reflects it. With the launch of Fusion on October 28, all eyes are on the future of the Hispanic press – in English.
Crossover content: The lines are quickly blurring. Latino influence on American culture is occurring at rates similar to the influence of American national culture on Latinos. As opposed to creating “general market” versus “Hispanic” content, brands are creating content that blends both (or many) cultures.
The battle of the tweets: Some of the highest-rated shows in Spanish are novelas such as Porque El Amor Manda or music awards shows such as Premios Juventud – and the Twitter activity around these is enormous, but few brands are engaging in real time. This is the next frontier in social – The Battle of the Tweets – but for the bicultural, bilingual Hispanic consumer.
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