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2017 Hispanic Social Marketing Report
“We are a marketing company, not an agency,” he says. “A big portion of the business we get is from agencies. Some work is brand-direct. But our shtick is creating content and fostering the distribution of that content to U.S. Hispanic consumers.”
This content varies from client to client, which is similar to how agencies are taking on social marketing efforts from a brand execution perspective.
In Rios’ case, working with the client involves the creation of short-form video content specifically for social media
The client strategy revolves around Cost Per View, from an engagement and CPM perspective.
For Being Latino, key platforms are Facebook, Instagram, Twitter and Snapchat.
Is what Rios accomplishing a part of a media buy, or is it an extension of a brand’s public relations effort?
“I think this is more media-oriented than PR, but there is really no right answer, as social media does a little bit of both,” Rios
believes. “When done right, on the
media end, it gets you way more
efficiencies across the board.”
As he sees it, why spend $200,000 on a commercial that people are forced to watch as online pre-roll when the consumer can instead enjoy branded content “that makes sense for our audience.”
THERE ARE MORE HISPANICS ON SOCIAL MEDIA PLATFORMS THAN ARE WATCHING UNIVISION EVERY MONTH.”
— Lance Rios
Rios is also bold in pronouncing that
social media has wider, more in-depth reach than some of the most established players in the U.S. Hispanic space.
“There are a lot more people you can hit on social media than you can on Univision,” he says. “There are more Hispanics on social media platforms than are watching Univision every month.”
And, when done correctly, it’s cheaper for a CMO to engage with Hispanics via social media than investing in the multiplatform U.S. Hispanic media giant, Rios asserts.
“You’re not going to put a commercial on Univision and have it ‘go viral,’” he says. “For us, that is our ultimate goal.”
But, is “going viral” going to yield the same impact as having a run-of-schedule when the ultimate goal for a brand manager is greater ROI?
Ultimately, that comes down to the client, Rios says.