Page 14 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
and awareness to the brand. At some point it drives ROI and becomes a necessary component to your marketing.”
How does one become an “influencer”? It’s a fairly straight-forward process for Rios to determine if one has online sway, or nay.
First, he asks what one’s expertise is. Then, he asks this key question: What does your influence mean?
The third gauge comes down to followers. How many does this person have?
From there, the influencer is charged with creating a much different relationship than a celebrity does in a high-impact, and high-cost, ad campaign.
Building and maintaining a highly engaged audience is key.
“Celebrities just posts pictures and that is cool, and people will follow it, but it is not really an experience they share with the influencer or one that totally resonates with me,” Rios says.
In fact, a social media influencer can be way more impactful than what a celebrity can offer a brand, Rios adds.
“Why would you work with a celebrity when you know that this influencer will be able to push your brand so much further?” he asks.
There’s a reason: Taking the two together could be the ultimate reward maker for a brand seeking online Hispanics.
But, influencers are now a core part of our marketing strategy. It’s up to people like Rios to make sure they retain their relevancy.
For the marketer, balancing influencer marketing with traditional efforts will be a key task to master.
“We need to figure out a way to centralize this so this process doesn’t seem so wishy-washy on what the execution should be,” Rios says. “A lot of brands are not fully primed to understand the full ROI from influencer marketing because it is all over the place. I see layer on top of layer on top of layer, and that makes it very difficult. Brands are in control to define this, and it is not clearly defined.”
HSM