Page 21 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
Enterprises media?
“We take them very, very seriously,” Blacker notes.
He should. Shareablee measurement of Facebook and Instagram content proves that Telemundo is a major force on the social media platforms.
In the just-issued 2017 full-year update from Shareablee, Telemundo was a top 5 media brand for Facebook engagement — regardless of language.
Better yet, Telemundo was the No. 1 brand within NBCUniversal, besting big sibling NBC.
Thus, Blacker says of Facebook and its Instagram platform’s respective communities, “We are feeding it, listening to it, and connecting and engaging with it. This means our ad partners want to be with us, because we are outranking all of these other brands, even though we are a Hispanic brand.”
UNIQUE CONTENT, MUSICALLY
What started out as a lip sync video site has exploded into a center plaza in which young creators come together and watch different products blossom.
It’s Musical.ly, a juggernaut with millennials and Gen Z audiences.
To connect with this largely bicultural tech-native audience, Telemundo recently partnered up with Musical.ly to develop and launch a series of new digital entertainment programs expressly for them.
“This is for us an opportunity to reach out to a much younger demographic than we usually speak to,” says Blacker, noting that Telemundo tested it out with its coverage of the 2017 Billboard Music Awards.
An entertainment and pop culture show named “The Cheese” (a play on chisme, Spanish for “gossip”) is in the mix. So is a sports show with the working title “On The Ball.”
Blacker notes, “It is meant to be irrelevant or silly or fun — and doesn’t say Telemundo on it at all.” But, they use Telemundo’s facilities to fill it out.
To monetize these offerings, product and brand integration is the path for an audience connection.
With Blacker’s plan in place, there’s little chance this connection will be easily severed.
HSM