How Hispanic Millennials Influence the American Experience – Hispanic Heritage Month Edition (Friday5)

This post was collaboratively published by Reynaldo Delgado (Miami), Andre Iturbe (Los Angeles) and Melissa Quiñones (New York).

September 15 to October 15 is Hispanic Heritage Month in the U.S. This week’s Friday5 focuses on Hispanic millennials and their influence on the American experience.

Hispanic millennials comprise a hyper-engaged segment of the U.S. population that is rapidly growing, driving change and diversifying several pillars of American life as we know it. These ambitious individuals should not be overlooked – they are 22.7 million strong and represent 21 percent of the U.S. millennial Generation. Hispanic millennials are diverse and embrace their Latino culture yet are acculturated individuals who believe in the “American Dream.” This group is at the forefront of change and defining how the U.S. moves forward.

Here are five ways that Hispanic millennials are changing several aspects of the American lifestyle:

1. Politics

In 2015 alone, over 993,000 Hispanic-Americans will be turning 18 – that means that every month, 66,000 more Hispanics attain voting age. This merits much attention for the 2016 U.S. presidential election as up to one million Hispanic millennials can be registered as new voters. U.S. political parties will have to be strategic when selecting their presidential nominee as their support of the Latino community will be significant come November 2016.

2. Economy

Multicultural consumers now drive both population and economic growth in the U.S. This “Big Shift” is led by U.S. Hispanics at $1.2 trillion dollars (the equivalent to Mexico’s entire GDP), and the Hispanic market showed a gain of 155 percent since 2000. According to Nielsen, Hispanics are “Super Consumers” that can influence the general population, and have about 20 more years of effective buying power over non-Hispanic Whites.

3. Education

Hispanic millennials are enrolling in higher education at a greater rate than other American minority students. As a result, more Hispanic-Americans are working in traditional white collar jobs than in the past and are more inclined to become entrepreneurs than other minorities. This surge of educated Hispanic millennials is reflected in Hispanic owned business, which increased 43 percent to 3.22 million between 2007 and 2014, more than twice the overall growth rate of all U.S. businesses during the same time period (18 percent).

4. Social Media

While all millennials use social media networks relatively equally, Hispanic millennials are at the forefront with nearly 66 percent more likely to connect via mobile than their non-Hispanic counterparts. According to Pew Research, Facebook stands out as the most widely used platform with 73 percent of Latinos connecting while Instagram is emerging as more engaging among Latinos (34 percent). What differentiates Hispanic-American millennials is that culturally relevant content continues to be key when engaging this demographic. Univision and Snapchat have partnered to create unique content (via Snapchat’s Live Stories) around Univision events to reach young, highly digital Hispanic-Americans who consume the networks content on mobile.

5. Technology

Multicultural consumers have paved the way for new technologies, especially in entertainment. Hispanic-American millennials spend more time consuming digital video than the national U.S. average, and nearly three in four Latinos own smartphones (72 percent), close to ten percent higher than average in the U.S. Hispanics are also starting to “Cut the Cord” and are live streaming entertainment and sporting events. According to Horowitz Research, 51 percent of Hispanics are spending more than 20 percent of their total TV viewing time watching live-streamed content and have the highest penetration of being able to stream to TVs.

The Best of Twitter, Captured in Moments

Moments, the Best of Twitter

This week, Twitter launched Moments – curated content of the best of what’s happening on Twitter in an instant, allowing people to discover stories unfolding on the platform. Users can access Moments by tapping on the “lightning bolt” tab on the app and can also swipe through topics such as “Entertainment” and “Sports” to find more stories from the past few days. While Moments will roll out ad-free at first, the company already has deals in place with unnamed brands to run ads on the live-event section. Instead of promoted tweets, a new ad unit called a “Promoted Moment” will debut.

Facebook Lead Ads

Lead ads are now available to advertisers on Power Editor. With this ad unit, filling out forms is much easier for potential customers and more accurate for advertisers. Forms on lead ads are mobile-friendly and requires less typing from customers.

Pinterest Expands Buyable Pins to More E-Commerce Platforms, Reaching Thousands of Merchants

Pinterest announced it is expanding the reach of its “Buyable Pins” to e-commerce platforms like Bigcommerce, Magento, and IBM Commerce. Previously, consumers used the platform for research and made purchases “because of Pinterest,” but this move indicates a shift to having consumers make purchases “via Pinterest.” In addition to the expansion of commerce channels, brands will also be able to optimize the ROI of their social posts through the platform’s native analytics.

Tumblr Introduces New Privacy Feature

Tumblr Now Lets You Hide Your Blog from the Internet

This week, Tumblr introduced a new privacy feature that will allow users to keep their posts from being seen by the internet. Content can only be viewed on Tumblr.com and in its native mobile apps and will drive additional users to the site, making delivering targeted advertising easier.

Facebook Redesigns Mobile Profiles

With 4 billion views a day, Facebook profiles continue to be a popular piece of the platform. Now, mobile profiles are facing a redesign that will showcase more of what friends want to see versus what you want to share. Facebook is also testing “profile videos,” temporary profile photos and more to offer new opportunities for self-expression.

YouTube’s Most Native Ad Yet Puts Shoppable Cards into Organic Videos

YouTube has introduced another “native” ad, this time within the actual video. Beginning this fall, videos that highlight a product will now feature Shopping Ads that users can click through to learn more about the product and eventually buy it. Advertisers will be charged per click on the cards, and the platform will not profit from product purchases.

Twitter Reportedly Considering Axing Its 140-Character Limit

Twitter is reportedly building out a new product that allows users to share more than 140 characters in their posts. It is unclear whether or not the new update will take place within Twitter or on a completely separate channel, but the demand for more content has been clear with the popularity of OneShot, the screenshot mobile app.

Facebook Adds Support for 360-degree Videos

Facebook Adds Support for 360-degree Videos

This week, Facebook announced that it will begin adding 360-degree videos into its news feed. This type of content enables users to interact with the video and see everything that is going on around them within a 360-degree radius. The videos will be available on the web and Android apps first, with roll outs to iOS apps at a later date.

Periscope Turns Screenshotting into a Social Experience

Periscope’s version of a “retweet” is operational. The updated app now allows viewers to post screenshots taken during a particular stream. The change was added in order to encourage users to share the streams that they are currently viewing in a more engaging manner. The previous practice of alerting followers involved a tweet with a brief description and a link to the Periscope stream. This update comes on the heels of the announcement that Periscope will soon launch an app for the new and improved Apple TV.

Life on Twitter Visualizes Your Last 1,000 Tweets

A new tool, Life on Twitter, visualizes how Twitter users navigate the platform, including who they talk to, favorite emoji, followers-following ratio, most popular days of the week to tweet and most popular tweets. The tool, available for free, compiles the info by evaluating the last 1,000 tweets posted by a user.

Do You Have a Pinterest Plan for the Holidays? Check out Pinterest’s New Infographic

The holidays are a big time for Pinterest, given that they have over 170M holiday decor pins. Nearly half of Pinterest users start pinning before Thanksgiving, so having a plan in place right now for holiday activities is crucial to maximizing the opportunity of the season. Pinterest claims that 87% of users have bought something because of Pinterest.

5 Takeaways from Dreamforce 2015 (Friday5)

Dreamforce marks the point in time each year when nearly 170,000 marketers, sales professionals and technologists descend upon San Francisco to learn more about the trends, products and solutions that are shaping the future of business for the next year and beyond. Keynotes and sessions were dominated this year by how that the Internet of Things is changing the ways in which we operate and communicate.

Platforms are integrating, the cloud is connecting data and systems, and the Internet of Things (IoT) is fueling an “intelligence revolution.” These changes have some key implications for how marketers need to evolve how we do business and tell stories:

1. The Internet of Things and machine learning create major opportunities

Smart devices, connected equipment, sensors and wearable technology are getting more sophisticated and more prolific. By 2020, the average person is likely to have 26 connected devices. Businesses can use IoT to harvest and produce massive amounts of data that can then be analyzed and interpreted for many different purposes. Within a company or database, processes can be automated and algorithms allow machines to get smarter based on the data they are analyzing. This means number crunching and technical work can be handled by software. Actions executed by either consumers or other technology can trigger other actions without people involved. All of these systems are then connected by the cloud, allowing for the seamless flow of data from one platform to the next.

2. Figuring out what to do with data is a core challenge for the immediate future

All that data generated by IoT creates opportunities…but the learning curve is steep. 90 percent of the world’s data was produced in the last year alone, which means that we are only scratching the surface in terms of what we will have to work within the next 5-10 years. But there’s an incredible gap between the data available to us currently and what we do with it. According to Salesforce less than 1 percent of customer data is currently analyzed, which means it is being underutilized. We need to make sure we, and our clients, are equipped with the right tools to process data and use it to glean actionable insights.

3. Data-driven decision making means we tell can tell stories differently

It’s not just that there’s a new imperative to turn data into insights. We need to think about how to use those insights to drive our strategy, inform our planning and feed the stories we tell on behalf of our clients. In a creative newsroom, our clients are already starting to use data from online conversations, web traffic, social content performance, email marketing and consumer insights to inform content creation. We use those same insights to inform creative strategy for program planning. But, beyond the inputs we currently use, we should be thinking about what else we can do to tell new and innovative stories about companies and our client’s target audiences.

4. Consumers expect personalized experiences

Consumers increasingly expect companies and technology to learn from what they do and meet their needs accordingly. Of course they want a personalized browsing experience on the websites they visit and emails should certainly include personalized content. But they want more – they want their experience to be seamless from the sales rep in store (or online shopping cart), to the recommendations they’re sent and the customer service chat a year later. This desire for personal attention underscores the value in collecting data from consumers along their individual journeys, and letting those inputs trigger personalized communications and care tailored to their needs.

5. All of these changes impact the future of work

Understanding and evolving to accommodate the new opportunities provided by the Internet of Things and the technology that’s emerging to manage it requires a lot of organizational change. As processes are automated, job functions change as well. We have to prepare our clients to think differently about how they do business, but also how to manage those changes among employees. It’s not just about getting the right technology and tools in place, it’s also about creating the environment to make it work. We heard loud and clear at Dreamforce that the executives driving this intelligence revolution recognize the need for culture development and change management in conjunction with workforce development, process change and technology platform updates.

Ultimately, the intelligence revolution presents us new and exciting challenges and the landscape is changing at a rapid pace. It’s important for us to think holistically about how our clients can evolve to meet the needs of their internal and external audiences as they navigate these changes.

Image credit: Michelle Prieb

Twitter Debuts Its Custom Emojis

Twitter’s Custom Emojis Make Their Debut as an Ad Unit With #ShareACoke

This week, Twitter introduced a custom emoji that functions as an ad unit via Coca-Cola. When users tweet #ShareACoke, an emoji featuring two glass Coke bottles clinking appears in their post. To date, Twitter only utilized custom emojis in real-time for special events, such as the upcoming Star Wars movie and the VMAs. Twitter is testing this campaign with metrics including engagement, sentiment adoption, and total reach and, will then determine its future as a widespread ad option for other brands.

Facebook to Begin Testing Dislike Button

The most-sought-after feature on Facebook may soon become a reality, as co-founder and CEO Mark Zuckerberg announced that the social network will soon begin testing a dislike button. Unlike on Reddit or YouTube, Facebook’s button will be meant to express empathy for a loss or negative story.

Google and Twitter Team Up to Offer Their Own ‘Instant Articles’ — With a Twist

Google and Twitter are working together to help publishers show “instant articles” to people who use their services on mobile phones. In the near future, Twitter and Google users will see “instant articles” load easily in the UI without being directed off-site. This is similar to what Facebook did several months ago, but one large difference is that Google and Twitter will make it an open source project in hopes of adoption among other technology companies. The new articles will appear as “snapshots” of the original article, and will include the same ads that would have originally shown-up on the webpage, helping retain their value.

Virgin Atlantic Hid Its Latest Ad Inside LinkedIn’s Job Listings

In an interesting advertising strategy on LinkedIn, Virgin Atlantic created a job listing to promote their Premium Economy cabin. They challenged “Evolved Travelers” to submit a job application for a “Freelance Flyer” position. The application also called for a 1,500 word micro-essay explaining how a free US to London flight would help the applicant’s career or life.

Letting Creativity Inspire Your Instagram Story (Friday5)

In recent years, the increase in popularity of visually oriented online services such as Instagram have paved the way for brands to exhibit new kinds of visual creativity. Though the latest updates allow users to think outside the box (literally – Instagram’s latest update now supports landscape and portrait images), the creative use of the service can help distinguish content even further and add new life to an Instagram page. Especially with the recent rollout of Instagram ad availability, it’s more important than ever for brands to distinguish themselves in a crowded newsfeed space.

Inspired by recent examples, here are new ways companies have been raising the bar on Instagram by harnessing its mobile-first visual approach:

1. Standing Out as Soon As They Click Your Profile

The shift from image templates to borderless, filtered images on Instagram allow for squared images in the preview to seamlessly blend together. This offers brands the opportunity to experiment with the creation of larger cohesive images to appear when one navigates to the profile page. Recognizing the popularity of food-related images on Instagram, Reynolds Wrap has created an “Endless Table” using this feature, which highlights different recipes as a piece of a larger visual puzzle. Taking it one step further, users are able to click on an image’s tags and navigate to a separate profile which houses the entire recipe, along with visual instructions.

2. Taking Followers on a Journey

The service’s tagging functionality can go beyond simply tagging influencers or other users with which the brand interacts. The ability to direct followers to an entirely different account allows brands to ease navigation and create a flow for creative content to bring their stories to life. Leveraging this feature to tap into the nostalgic element of childhood literary favorites, Old Spice recently developed a cheeky, sci-fi world within the service. By dedicating the corner of the image to a “tap here” call to action, users were prompted to learn more and interact with the content.

3. Playing up the “♥”

Facebook has the “like” and Twitter has the “favorite” but perhaps one of the most playful elements of Instagram is the ability to ♥ pictures that resonate with a user. Playing off of the uniqueness of this feature, the ARTBEATS Instagram posted a slew of illustrations which use a heart to “complete” the photo. From playing cards to Care Bears, the company found a number of ways to incorporate this element into the broader images.

4. Looping to it

The rising popularity of gifs to express emotion has led to services such as Facebook and Twitter engraining these moving images into their service’s functionality. While Instagram does not allow the direct uploading of such files, a recent shift to auto-play, auto-loop video content allows brands to “hack” this functionality and create their own Instagram gifs via video cinemagraphs. Making note of this, Budweiser served up both a perfectly poured beer and a clever take on a party photo to their Instagram followers.

5. Bringing Quizzes Back

Previously found in the back of your favorite magazine, the ease with which users can share and bond over quiz results online has paved the way for a resurgence in the format’s popularity. Brands have begun following suit by integrating these quizzes into owned properties or sponsored content offered on a digital media hub such as Buzzfeed. Hyundai recently took this onto Instagram, creating a personality quiz housed across 18 Instagram accounts and nearly 400 unique images to help guide users to the SUV that’s right for them.

By remaining constantly curious and simply taking a different approach to currently-existing functionality, brands can break through the noise and stand out from the crowd through content that resonates. How will you stand out?

Image credit: Reynolds’ Instagram

Instagram Opens Ads to All Brands

Instagram Makes Ads Available to Brands of All Sizes

Brands, both large and small, now have the freedom to run paid Instagram campaigns. The social network has made it easier for advertisers to target their messages more effectively and reach people based on their specific interests. With Instagram’s recent updates around landscape photos and videos, video ads and marquees, brands are now in a stronger position than ever before to utilize the platform in their marketing efforts.

Your Back-to-School Pinterest Checklist

Pinterest’s Business Blog posted a quick checklist for brands to ensure they have the most-developed Pinterest strategy going into the fall. Among other items, they recommend that businesses confirm their website with Pinterest so that they know who is pinning from their website. Additionally, Pinterest recommends adding detailed, compelling descriptions as pins are heavily influenced by the native SEO.

Reynolds Made a Clever Instagram That Feels Like an “Endless Table”

Reynolds created an interactive cookbook featuring eight dinner tables on Instagram, each of which is made up of 21 dishes. Every uploaded photo links to another Instagram account that lays out the individual ingredients in the dish, as well as a link back to the Reynolds website for the specific recipe.

Facebook Pages Become More Mobile-Friendly with New Action Buttons and Sections

This week, Facebook announced that it will be updating its Pages App offering to include enhanced call-to-action buttons, an improved layout and new sections geared towards mobile. Facebook is adding new sections onto Pages that admins can utilize to provide viewers with more information about their company and the products and services they offer. Specifically, one of these new pages will be a “Shop Page,” which will help companies showcase their products more prominently on the Facebook Pages app.

Facebook Now Lets Journalists Broadcast Live Video to Your News Feed

Journalists with verified profiles can join celebrities like Dwayne “The Rock” Johnson in leveraging Facebook’s live streaming app, Mentions. This app was previously only available to high-profile celebrities, but with events such as the 2016 presidential election heating up, the platform decided to loosen the reins on who is able to broadcast live clips.

Digital Storytelling Trends for Global Brands (Friday5)

For multinational organizations, telling globally relevant stories is as much a study in consumer behavior as it is in reporting. Implicit in the trend, particularly in the digital age, is a shift towards concise, salient narratives. By their very nature, global brands have a wealth of international content to pull from and are best served highlighting these stories to engage with audiences online.

Here are five ways brands are leveraging international stories to craft compelling content:

1. Employee Spotlights

Forging an emotional connection with audiences comes down to sharing narratives that resonate. At Microsoft*, this takes the form of employee spotlights on the brand’s Stories page. The microsite, categorized by employee, highlights relevant career trajectories, zeroing in on individual struggles and successes independent of the software company. The resulting entries, which read more like a memoir than a corporate feed, go a long way in spotlighting the brand’s standout team members on a global scale.

2. Day in the Life Snapshots

Much like the personal feeds of friends and colleagues, storytelling formats seeing the most engagement online are those that mirror the exclusive spotlights characteristic of social properties. For instance, Coca-Cola taps into global stories with its Day in the Life series, a collection of slideshows offering a rare glimpse into the day-to-day activities of the brand’s social partners. The simple execution lends an intimacy to the conversation, inviting fans to experience its international work as locals would.

3. Trending Hashtags

Equally important is the way multinationals are leveraging trending hashtags and dominant themes to tell a compelling international story. At IBM, global perspectives are featured prominently as part of the brand’s #ViewFromMyDesk campaign. The social play, active across Twitter and Instagram, showcases views from team member desks across the globe. The campaign’s strong reception, indicative of a wider photo-sharing trend, brings to light the power of consumer behavior – in this case, sharing desk photos – to inspire wider audience participation.

4. Standalone Visuals

Images, long considered the bread and butter of social feeds, are seeing a resurgence, and, with new photo-sharing apps cropping up each day, there’s never been a better time to capitalize on the visual trend to tell international stories. At FedEx, this takes the form of one-off Instagram photos, featuring the brand’s iconic logo in an otherwise destination-focused post. In much the same way as Coca-Cola’s Day in the Life series, these visually-rich updates capitalize on existing consumer trends to reach new audiences online.

5. Short-Form Videos

In this digital context, successful storytelling comes down to succinct messaging. Across properties, long-form exposés have given way to snappy sound bites, the majority of which zero in on a personality or city of interest, with little room for exhaustive analysis. For instance, General Electric* spotlights its global operations with eight-second Facebook videos. In this case, engagement rests squarely on the visuals captured in the truncated clip.

Crafting compelling stories in the digital age calls for a tactful approach, one executed with social in mind. Now more than ever, international stories are fast becoming standard content pillars, with multinationals quick to spotlight these stories on their feeds. Here, it’s the international brands capitalizing on follower trends and the tenets of storytelling reaching new audiences online.

*Edelman client
Image credit: Latin America for Less

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