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2017 Hispanic Social Marketing Report
Credit Facebook for taking a proactive approach with luring online Latinos by appointing Christian Martinez in June 2013 as its head of sales for the U.S. multicultural market.
Martinez’s prior experience includes roles as VP/Network and Interactive Sales at Univision, and as the senior manager of marketing at Univision Online. He spent 13 years at Univision before joining Facebook, where he oversees all multicultural business, in addition to product targeting.
In the four years that he’s been with Facebook, Martinez has focused his efforts on ways to refine multicultural marketing solutions through marketing based on consumer affinity. This involved analyzing people who have demonstrated a high level of affinity to the Hispanic culture, and building out capabilities using different methodologies.
“This gives the ability of our advertisers to target or segment this audience even further, based on the language they are using on this platform,” Martinez says.
A Big Millennial Magnet
It’s no secret that a significant portion of Hispanics fall into “the millennial bucket.” That’s why he seeks for Facebook a Latino “affinity audience” largely comprised of adults aged 18-35.
At the same time, Martinez acknowledges that Facebook is “becoming a utility” for both the young and the old, and these patterns are being seen across multicultural groups. “Certainly there are millions of people in our Hispanic affinity audience that fall in to 55+ audience,” he says.
That’s a plus for advertisers, Martinez believes, as they are looking to reach as broad of a Hispanic affinity audience as possible.
So, what is Facebook’s definition for “Hispanic Affinity?”
Martinez says, “It is a proprietary method, and there are lot of different signals that we look at. It’s a complex combination of affinity factors. Some are language use – speaking and content in-platform. There is also the composition of their social graph.”
This includes information such as their hometown, the types of groups and pages they frequent, and taking a dynamic look at these many factors, Martinez notes.
Until now, Facebook has relied on third-party content providers to bring in the desired audience advertisers seek. Now, that’s set to change – even with respect to U.S. online Latinos.