In the last few years, a number of talented and entrepreneurial Latina and Latino content creators have launched digital platforms across different niches that entertain, educate and empower other Latinos and Latinas. These emerging platforms are addressing a huge need for culturally relevant, authentic and valuable content made specifically for Hispanics.
From Latina Mom bloggers, Facebookers, to You Tubers, Instagrammers, Viners and podcasters these platforms are attracting increasingly larger audiences. DulceCandy, LeJuan James, Lizza Monet Morales of XoxoLizza, Jorge Narvaez, Kathy Cano-Murillo of Crafty Chica, George Torres of Sofrito for Your Soul are just but a few of the many talented Latino & Latina influencers that are making a difference. The wide array of choice, variety, niche specialization and high quality content is unmatched by traditional media outlets.
A recent Facebook/IPSOS study, “Digital Diversity: A Closer Look at U.S. Hispanics,” referenced in Lee Vann’s Engage:Hispanics article earlier this year, confirms the well-known underlying trend that is driving this shift: Technology has become integral to how U.S. Hispanics connect with what is most important in their lives —immediate and extended family, friends and culture. Facebook is now the #1 go-to platform for U.S. Hispanics’ communication, with 26 million Hispanic monthly users, 71% of which use Facebook to connect with loved ones every day. If Facebook is the preferred medium, culturally relevant content that brings value to consumers lives and tells a story is the preferred vehicle through which Hispanics connect with their families, friends and culture.
Latino & Latina influencers are creating a wide range of these culturally relevant valuable content platforms across all types of niches.
These content creators bring something that traditional media can’t replicate: themselves. They are mission- authentic and passionate with deep knowledge of their niches. This gives them the ability to build deeper, more authentic and culturally relevant human relationships with their audience. Consumers can relate more to a real person with a story and a platform than they can relate to a large media corporation using paid talent. No wonder Hispanic consumers are discovering them and following them in increasingly larger numbers and why traditional media is struggling to find its footing in this fast-changing content landscape.
As the content creators’ audiences grow, the brands and the money will follow.
Already we see a number of leading brands building relationships with top Latina/Latino influencers in a number of consumer categories. One visible example is General Mills partnering with three Latina food bloggers to create the Celebra Lo Rico video series. This trend will only accelerate.
I have seen the power of Latino/Latina influencer platforms. A number of brands that have built strategies around creating value for their consumers and their Hispanic communities through these influencer platforms are having success. They are having success because influencers embrace the brands with passion and bring their audiences along with them when they genuinely believe in the brands and when their missions align. The influencers provide brands added credibility and content which builds consumer trust more quickly and at a much lower cost than traditional means. This added trust and credibility builds brands and sells products.
Trailblazing Latino/Latina content creators across the nation are building authority in many niches and will only continue to attract increasingly large and engaged Hispanic audiences, just the kind which marketers dream about.
This March, the top digital Latino content creators in the nation will be at Hispanicize; the top conference in the Latino world, in my humble opinion. The content creators will share their insights on how to build successful influencer platforms and how brands can tap into their audiences. I can’t think of a better investment for any Latino/Multicultural marketer than going to Hispanicize.
See you in Miami!