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2018 Hispanic Social Marketing Report, presented by Being Latino What about Snapchat? It is not a core focus for Being Latino.
Why? “It’s just because, in the past, Snap didn’t offer a lot of information to marketers. It wasn’t very marketing friendly. That changed. But, soon after Snap started offering up some analytics, Instagram launched ‘Instagram Stories,’ basically what Snap does.”
At F8, the big Facebook confab, co-founder Mark Zuckerberg revealed what Rios considers to be “a ton of technology” that incorporated such not-so-futuristic things as VR/AR and gaming into brand messaging.
“Those are things that Snap is not leveraging,” Rios notes.
That means, in Rios’ opinion, Snapchat will need to act fast to catch up with Facebook on the latest marketing innovations. Otherwise, he fears, “Snapchat will be pretty irrelevant very soon.”
Yet, Rios likes Snapchat. “I do ... but they have to do something major like right now because their biggest competitor has a half-trillion budget and can do so much more,” he says. “I hope Snap can reinvent themselves. Right now, it’s a little scary.”
Is Twitter activity something in Being Latino’s basket of offerings?
“We’ve never been big on Twitter,” he says. “It is still around, because it serves a purpose. From a user standpoint, it is quick, easy bite-size content. It is pretty seamless. If you want news you can get news on Twitter. It just needs to figure out how to stay relevant.”
How can that happen? Perhaps Mr. Zuckerberg could help.
“I wouldn’t be surprised if there was a near-future acquisition of Twitter by Facebook,” Rios predicts. “It could be a very realistic situation.”
AN INCREASE IN SAVVINESS
Being Latino is hardly Univision, or NBCUniversal Telemundo Enterprises. As such, Rios and his team always engage in a learning process focused on getting marketers to understand the value of — and need for — influencer marketing.
“KPIs need to be perceived vastly differently,” Rios says. “You have to clearly define your measure of success.”
Asked to compare today’s environment to that of three years ago, in 2015,
If Rios were to compare today to 2015, just three years ago, he’d not hesitate in marveling at the changes being seen in the social and digital environment.
“There’s a huge shift to what I feel is way more savviness to the space and understanding infrastructure to a more efficient pursuit,” he says.
Part of this evolution is the continued discussion with marketers of “total market” initiatives.
“The ‘Total Market’ thing has become an added layer to this entire equation, in terms of the Hispanic aspect of it,” Rios says.