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2017 Hispanic Social Marketing Report
specific offers such as coupons, we also look at how it ties to that. Then we will look at the overall picture to see where the sales bumps were.”
So, while the message must be nuanced and authentic to connect with Hispanic social media users, there’s much about the use of social media to lure Latinos that’s no different than drawing the total market social media user.
“In general, connecting with them may require a more empathetic and more personal – and more trusted – relationship,” she says. “Yes, it should be authentic, but the passions are different. How you communicate to them and have them relate to your brand can be different. The kind of sports, the kind of entertainment – it’s different.”
HMO ● SOCIAL MEDIA MARKETING
DELIVERING ‘ELEVATED CONTENT’ TO THE HISPANIC COMMUNITY
Two years ago, Clay Wallin and Lisa Cavalli had a shared vision—to rid social media targeting Hispanics of “sensationalized stereotypes.”
As Wallin notes, “We wanted to create a real opportunity for a media play in this space centered on publishing and social content.”
This was the impetus behind the establishment of HipLatina, an English-first blog with a stated goal of serving as “a trusted source for acculturated and aspiring Latinas.”
The HipLatina platform reaches more than four million consumers per month via Facebook, YouTube, Twitter, DailyMotion, the HipLatina portal and via some 20 websites and mobile apps where its content is found via syndication.
In Wallin’s view, the key to HipLatina’s growth is its contributor network.
“Some of the contributors are legitimate influencers in their own right,” Wallin says.
That’s because they have become the trusted purveyors of “lifestyle guidance.” As Wallin notes, these individuals have successfully acknowledged the “aspirational disposition” of those who have identified themselves as acculturated Latinas.
“They understand how to reach this underserved and important market,” he says.
In his view, social media is an “important leg of the stool,” and this requires a wide use of different types of social media. If a brand were to just use Facebook, for example, “it would minimize ways to engage on other platforms, such as Twitter.”
That’s why Cavalli emphasizes that the HipLatina portal is “just a way to share content,” and a part of the total distribution model needed to engage and conduct a conversation with online Hispanic women.