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2017 Hispanic Social Marketing Report
“We’ve obviously made some announcements that we are investing in our own content,” Martinez says. “This is still in the preliminary stages. Facebook has until this point been an aggregator of content and will continue to be, to some extent. And, we encourage them to distribute their content on our platform, because at the end of the day it means more content distributed.”
Martinez is coy on what Latinos will be able to consume once Facebook’s owned content is launched. “We’re taking a step in the direction of curating and investing in original content. This means that we’re starting to investigate and figure out what our place in that arena might be.”
More video content is already in the works, Martinez says.
An Integral Part Of The Brand Strategy
According to Martinez, it’s now a given that any client that wants a U.S. Hispanic social marketing effort will include the rollout of a U.S. Hispanic Facebook page in their efforts.
But, he makes it clear that any decisions on what path a brand will take with Facebook are ultimately up to them. “We don’t really have a recommendation,” Martinez says.
However, he will give them key questions to answer while in the decision-making process.
“Are they driving traffic from retail and then driving it to a specific page?” Martinez asks.
A key goal for any U.S. Hispanic social marketer is making sure that a consumer sees their brand in their news feed.
“This objective can be met with or without a separate home page,” Martinez says.
What have brands done particularly well when seeking to engage Hispanic Facebook users?
Martinez says several companies that have partnered with Facebook stand out, with different objectives met based on the unique nature of each campaign.
“We want them to measure true business outcomes, whether that is tied to ROI or designed to grow the brand,” he says of Facebook’s partners.
When it came time for the 2014 FIFA World Cup, video was used to reach the Hispanic Facebook user more effectively. Then, working with Houston-based multicultural shop
WE’RE TAKING A STEP IN THE DIRECTION OF CURATING AND INVESTING IN ORIGINAL CONTENT. THIS MEANS THAT WE’RE STARTING TO INVESTIGATE AND FIGURE OUT WHAT OUR PLACE IN THAT ARENA MIGHT BE.
— Christian Martinez