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2017 Hispanic Social Marketing Report
He explains, “Wine ... is a part of your meal, and there is no bigger community that has a mealtime occasion than the Hispanic community.”
The Hispanicize event puzzled some, as there was no direct sell. That speaks volumes of HipLatina’s belief that experiential and social go hand-in-hand perfectly.
Wallin says, “They all come from a world where they are tracking impressions. I say, who cares about impressions. Let’s talk about engagement.”
This is the core argument behind why HipLatina works with brands on social media activation.
“There’s no way to know how an impression converts,” Wallin says. “Engagement affords a much higher probability of conversion.”
Why the Latina online consumer?
“They are decisive, and confident,” Cavalli says. “They make the purchasing decisions for a lot of households.”
BEYOND MILLENNIALS
The HipLatina community may raise some eyebrows with marketers and brand managers who assume blogs are consumed mainly by millennials and the newly coined “centennials,” referring to those born after 1997.
Some 31% of HipLatina users are adults aged 25-34. At the same time, a staggering 65% of HipLatina consumers are adults aged 35-64.
Some 76% of all HipLatina users access the platform and engage with HipLatina via mobile devices.
Meanwhile, 93% of HipLatina users primarily consume media in English, with the key word being “primarily,” as this does not mean they are eschewing Spanish.
What has this meant for the content HipLatina delivers?
“We went through some significant learning in the first year,” Wallin says. “Now we are very clear as our contributors mature, and become better storytellers.”
HMO ● SOCIAL MEDIA MARKETING BRAND STORYTELLERS
“We are brand storytellers.”
That’s how Joel Velez, the Managing Director of Strategy and Creative at “multidisciplinary brand culture & communications firm” (add)ventures, sums up the social marketing efforts created expressly for Latino online consumers.
“One of the reasons why we do so well in the U.S. Hispanic community is that our brands speak well to the culture,” he opines.