Page 10 - HSMR2017-2

2017 Hispanic Social Marketing Report
has proven in our campaigns to continuously be effective while delivering cost efficiencies as well,” she notes. “Overall, our clients’ share of investment on Facebook is in alignment with the industry. Facebook creates the opportunity to embrace the various Hispanic segments by allowing flexibility to target Hispanics regardless of their cultural orientation—therefore allowing us to reach them in a granular fashion from language preferences to interests.”
Content for messaging is certainly key to resonate with the targets, she adds. “We constantly test and score different creative, which leads to smarter optimization in real- time based on engagement to ensure our clients remain relevant,” Constanza says. “Based on our experience, we have seen that Hispanics tend to outperform the General Market in social media campaigns which reinforce the receptive dynamic of this target. In past Facebook campaigns, our Hispanic targeting over-delivered set goals by about 70% in comparison to the General Market, which only over-delivered by 40%.”
Even though Facebook is presently the advertising hub for social media, d’expósito is hip to Snapchat’s aggressive approach to creating trends that are evolving this space – especially among Hispanic millennials.
“Beyond ‘24-hour stories’, Snapchat has heightened the social video experience to connect brands with consumers,” Constanza notes. “They have even begun incorporating live-streaming, 360-degree video ads as of March 21. With these enhancements to social ad-units, the landscape is becoming more disruptive and innovative, allowing endless opportunities for future campaigns. Also, with Apple developing social video apps such as “Clips,” the user experience and video consumption across various platforms will be optimized as well.
‘A 360 Marketing & Advertising Tool’
Do d’expósito’s clients see social media as an extension of public relations or of advertising?
Constanza comments, “Social media is just like any other media form where advertisers leverage its intrinsic value of earned, owned and paid support. When social marketing was first introduced in the market, it did not allow for paid activity, which is why it became known and practically completely taken over by public relations.”
As the social media platforms evolved, it became easier for agencies and advertisers to purchase ads and place paid content. As a result, she says, “it has become a 360 marketing and advertising tool. We have used social media to create a full 360 approach for our brands across all disciplines. We make sure that social media is part of the pre-, during, and post-execution of our media and PR plans, activations, sponsorships, and events. Whether this is in support of a sweepstakes, about a brand sampling at an event, or even connecting a brand to Hispanic passion points, social media extends awareness while also creating a special call to action.”