Page 11 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino TO BE LATINO, AND ACTIVELY ENGAGED
Lance Rios
President and Founder, Being Latino
A connection between the marketer and the consumer is vitally important for any chance that a brand will achieve long-term growth and ROI that will remain desirable for years to come.
But, how does a company properly connect with today’s Hispanic consumer, in particular one that is more mobile, more sophisticated, and more of an influencer than ever before?
Lance Rios believes his marketing company, Being Latino, is perfectly poised to assist. His specialty is to weave an interdirectional path between brands and the most influential U.S. Hispanic influencers across all of the major social media platforms.
Through culturally relevant messaging and interpersonal communication, and that all- important cost efficiency, Rios and his team offer social media strategy solutions as well as
content creation opportunities, content distribution, and insights and reporting.
Where should a marketer start, and establish as their focal point, when seeking to reach out and touch the Hispanic consumer through a social media platform?
That answer is simple: Facebook and Instagram.
“It varies from client to client, and each platform has its
own purpose,” he says.
Even with concerns over privacy dogging Facebook as of late, both Facebook and Instagram are the two platforms that see the execution of the majority of initiatives. “Think of the vast robust opportunities that you have on
those platforms,” Rios says.
Also take a moment to think of the dollars invested in social media by CMOs seeking a bigger connection with Latinos.
“CPGs spend in social,” Rios remarks. “So do mobile carriers. Beauty brands are really heavy into social.”
By using “influencer marketing,” brands in these categories are gaining an edge, Rios notes. This is happening even as the all-important multicultural millennial is getting a bit more particular with their use of social platforms. The result: Facebook and Instagram dominate, with Facebook communities and programs of the utmost concern for marketers, since that’s where the activity is most visible.
This situation may be a prime deterrent for the establishment of a Latino-focused version of Facebook, or Instagram.
“If there was a Hispanic social network it would have to have a humongous value proposition that others do not offer,” Rios says.