September 15 through October 15 is Hispanic Heritage Month in the U.S. During the next three weeks the Friday5 will focus on the digital trends around this influential and growing audience.
Latinos make up 80 percent of active users on social media, surpassing the non-Hispanics by 10 percent, according to a Pew Research Center’s Internet Project. In order to connect with this burgeoning community, it is extremely important to be culturally relevant and consistent. The bottom line is that they need to know that brands understand and value them to drive engagement and sales.
Here are a few social media channels that your brands should be engaging this community with:
In a Pew Hispanic Center survey, about 58 percent Latino Internet users on social networking sites like Twitter. Latino users are looking for a way to engage in a two- way conversation with brands. The platform has some of the highest brand-to-consumer engagement which ultimately drives to sales.
Facebook has seen the importance of connecting brands with the U.S. Hispanic community and developing a market strategy to serve agencies and advertisers and help them target this community. The strategy plans to create an online social engagement platform which embraces their feedback and flows into the brands innovation pipeline.
Tumblr serves 2.3 million unique Hispanic visitors monthly and, at least online, it rivals the likes of Univision.com, terra.com and MNS Latino. Nielsen notes that among the top social networks in the U.S., Tumblr has the highest concentration of Hispanic visitors.
Over-indexing in video consumption, YouTube presents the opportunity to create content that represents and connects the Hispanic community. A production company, MITU, has gone from making television programming to developing a whole network geared toward Hispanic-Americans. It’s a multi-channel network that has assembled the largest collection of Latino content creators on the Web and has become one of the largest media companies providing digital content to the Latino market globally. Now in 2014, the network has four channels and over six billion views.
According to Pew Research Center study, Latinos are more likely to use Instagram than other groups. Some ways that brands can connect with this demographic on social channel is by focusing on healthy lifestyles and celebrating Hispanic culture.
Is your brand incorporating social media an integral part of its Hispanic marketing strategy?
Image credit: Al_HikesAZ