Following the Social Leaders: Hispanic Consumers

September 17, 2015

Executive Summary

At the Engage: Hispanics conference, MediaPost brought together leaders in the Hispanic market to discuss best practices for targeting Hispanic communities on social media. Panelists advocated for using the platforms that make the most sense for the brand, going mobile-first, and stepping into influencer marketing.

On Which Platforms to Utilize:

“Think mobile-first.” – Gustavo Granados, Senior Director of Digital Production at Telemundo

  • Hispanic consumers over-index on mobile usage, with over 70 percent of Hispanic people using mobile.
  • Eighty percent of Hispanic consumers are on social media. The majority of those are on Facebook, and one-third are using Instagram.
  • Instagram is more popular with Hispanic consumers than the general market.

On Types of Content to Produce:

“Rule number one: be transparent and genuine on social media.” - Gabriel Andriollo, Digital Strategist and Studio B Lead at Burson-Marsteller Miami

  • The universal rules still apply for content targeting Hispanic consumers: have good ideas and execute good work.
  • Start with the brand, staying true to the brand essence, and layer in cultural nuance by location.

On Using Social Influencers:

“Influencer marketing is exploding in all markets, and Hispanic is no exception.”  - Andy Nelson, Vice President and Director of Social Media at Conill

  • Influencers tell stories about the brand, instead of the brand telling stories about itself.
  • Knowing your audience well is important for choosing the right influencer, one who makes sense for your brand.
  • Fans respond well when brands pair creative influencers with more traditional celebrities.
Source

"Follow the Social Leader: Shareability, Likeability, Loyalty." Arturo Nava, Marketing Director at Nuestro Queso, Gabriel Andriollo, Digital Strategist and Studio B Lead at Burson-Marsteller Miami, Aleena Astorga Roeschley, Research Director and Multicultural Expert at Communicus, Gustavo Granados, Senior Director of Digital Production at Telemundo, and Andy Nelson, Vice President and Director of Social Media at Conill. MediaPost Engage: Hispanics Conference, 9/17/15.

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