Hispanic/Latinx Influencers

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Hispanic/Latinx Influencer Case Studies

BJ's, T-Mobile, and Budweiser are three distinct brands that have used Hispanic/Latinx influencers in their product marketing.

CASE STUDY: T-MOBILE

    • #PLNilimitado became the 2nd most tweeted hashtag for the night.
    • The total amount of video content distributed amounted to 41 minutes.
    • The videos experienced over 4 million views.
    • Also, the videos had over 83,000 reactions.

CASE STUDY: BJ'S

  • This campaign resulted in:
      • The videos created garnered about 618,000 views.
      • A more than 97% increase of in-store purchases at the New York and Miami locations.
      • About 29% of those engaging with the campaign were converted within 0-3 days, which surpassed the segment benchmark.

    CASE STUDY: BUDWEISER

    • This resulted in the following:
      • The videos were viewed around 59 million times.
      • 123 million combined followers for the influencers on Instagram.
      • Over 1,900 different fan reaction videos were also posted, aside from the influencers.
      • Over 74,000 comments were posted.
      • More than 6.6 million likes for the videos.

    Research Strategy:

    By focusing our research on consumer packaged goods (CPG), we were able to identify Budweiser and Charmin as two potential brands that use Hispanic/Latinx influencers after reviewing a Univision report. The content for Charmin merely addressed their efforts to reach the Hispanic community, but we could not identify a case study where they employed influencers to achieve success. We only discovered that the company invested 40% of its marketing in Spanish language networks.

    Our research for relevant CPG case studies began by searching for assessments on the products that have influencers in their market reports. We were able to identify a statement that presented several products and identified three CPGs, namely M&M, Coca Cola, and Charmin, in one source and then observed the content. However, the strategy document already presented details for two of them, M&M and Coca Cola.

    Next, we searched for social media influencers considered to be the most prominent within their community in an attempt to search for the various goods possibly marketed by them. This approach produced a list of influential individuals and their channels, and some of their experiences with brands from their perspective. Nevertheless, we were unable to identify one that marketed a CPG product.

    Afterward, we searched through media sites such as Forbes and the NY Times to identify any reports that addressed the use of Latinx/Hispanic influencers in CPG marketing. We came across an article on Forbes that discussed how marketing is evolving, while others focused on the importance of practicing authentic messaging in marketing. Additionally, we found another piece on MediaKix that addressed how a FIFA sponsor partnered with these influencers.

    Finally, we searched through social media links/reports on social media activity of some known CPG brands in an attempt to triangulate a case study. Nonetheless, we were unable to identify the case studies using this research strategy. The products would have extensive messaging/tags/posts and would not be easy to synthesize.
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    Hispanic/Latinx Preferences

    The most popular influencer platforms used by Hispanic/Latin-Americans include Facebook, YouTube, and Instagram. Subcultures existing on each of these platforms include those based in ancestral countries-of-origin, as well as those based on particular markets/topics, like beauty care and family.

    BACKGROUND ON THIS DEMOGRAPHIC’S SOCIAL MEDIA USE & INFLUENCER SPACE

    • A report from Nielsen notes that 52% of Hispanic/Latin individuals ages 18 and older spend “at least one hour per day on social networking sites”. This is significantly more than the 38% of their non-Hispanic White counterparts who spend that much time on social media. Nearly a quarter (24%) of all US Hispanic/Latin adults spend three or more hours a day on social media, while only about half (13%) the same number of non-Hispanic Whites spend that much time engaged online.
    • Across all social media platforms, US Hipanics/Latinx are the most active of any demographic, with a full 77% of these adults using social media at least once a month. This community uses social media most to “keep in touch with family and friends,” but also to stay up-to-date on “community, events, news, new friends, or brands.” From their consumer standpoint, they stay online often because of the “possibility of receiving exclusive offers, coupons or discount codes, as well as gaining access to VIP or members-only events.”
    • Notably, this demographic is “five times more likely” to share the content they see with others, as compared to their non-Hispanic White counterparts.
    • Brands wishing to engage with this demographic via their own marketing or via influencers on social media need to understand a few basic principles to best-reach this group: [1] Understand how/where/why they go on social media; [2] Showcasing culture is more important than putting content in particular languages; [3] Brands that showcase “education, empowerment, and social causes” will go farthest with this group; [4] The Hispanic/Latin influencer space is strong and mature" with many well-known influencers to help promote content; and [5] Comedy and especially comedic videos resonate strongly with this group.

    POPULAR INFLUENCER PLATFORMS FOR US HISPANICS/LATINX

    • The most popular influencer platforms in the US as used by this demographic are Facebook, YouTube, Instagram, Google+, Snapchat, and Twitter.
    INFLUENCER PLATFORM: FACEBOOK
    • Nielsen reports that 66% of US Hispanic/Latin adults report using Facebook regularly, and this platform is accessed most frequently by those in this demographic. Content varies by user, but includes family- and friend-posted content, sponsored content, and ads.
    • Facebook is used nearly daily by a huge selection of Hispanic-Americans to keep in touch with family and friends. These individuals are more inclined to interact with (view and share) advertising content and watch video ads than many other demographics.
    • Notably, research shows that culturally-relevant content is very important to this demographic, with well over three-quarters of these users preferring to see ads that “incorporate Spanish messaging”.
    INFLUENCER PLATFORM: YOUTUBE
    • Nielsen reports that 58% of US Hispanic/Latin adults report using video-viewing platforms regularly, and that YouTube is their platform of choice. In fact, Think with Google reports that Hispanic-Americans watch YouTube videos more often than they watch any other cable-based network in the US.
    • Over half of Hispanic-Americans who watch YouTube videos do so via their mobile phones. They especially seek out videos that are “relevant to them as a Hispanic,” or that “contain aspects of Hispanic culture.” About 60% of this demographic watches English-speaking videos, while 28% about equally watch English-only or Spanish-only videos, and a mere 12% primarily watches Spanish-only videos.
    • This group is highly interactive with the videos they watch and influencers they follow, with more than three-quarters of them reporting having interacted with a video via reading/posting comments, watching similar and/or recommended videos, or liking/rating/subscribing to the video/channel.
    • One top influencer on this platform is Luis Fernando Flores, a Salvadoran influencer. His channel, Fernanfloo, has more than 26 M subscribers who tune in regularly to enjoy his “comedic gaming videos.” He also has 5.5 M Facebook followers, and 4.3 M followers each on Instagram and Twitter.
    INFLUENCER PLATFORM: INSTAGRAM
    • Nielsen reports that 35% of US Hispanic/Latin adults report using Instagram regularly, and this platform is the second-most-accessed by this demographic. Specifically for influencer marketing, Instagram leads the entire social media platform pack globally (except in China).
    • In a global study that included 60% of respondents from the US, the following methods of sharing via this platform were noted as the most-used by influencers for sponsored campaigns: Instagram stories (55.4%), Instagram story highlights (26%), Instagram polls (15.9%), and Instagram Swipe-Up Feature (15.3%).
    • Instagram specifically has been called out by a variety of groups for too much white-only content by influencers, so this space is ripe for more content-of-color from this demographic.

    HISPANIC/LATIN SUBCULTURES ON SOCIAL MEDIA

    • Reports from CNBC and the Outdoor Industry Association note that the Hispanic/Latin culture has strongly influenced mainstream culture, including that showcased on social media. Experts state that this demographic (US Hispanic/Latin adults) “are shaping the American landscape unlike any other Latino generation before them.”
    • Subcultures within this demographic include cultures from the variety of different Hispanic and Latin-based countries around the world; each group has its own subculture that includes crossovers from their heritages, as well as mainstream American culture. Subcultures also include breakdowns by the markets in which influencers hold sway. This demographic has shown increasing growth as influencers on social media platforms, especially in markets like “beauty, food, and crafts,” (SOURCE 1) as well as fitness, fashion, makeup, and body positivity.
    • Examples of these subcultures and influencers within them are included below.
    MIXED DESCENT SUBCULTURE
    • Individuals from mixed descents are extremely popular among this demographic; these individuals may be mixed Hispanic and non-Hispanic White, mixed Hispanic/Latin origins, or mixed Hispanic and some other race.
    • An example influencer is LeJuan James, who is half-Puerto Rican / half-Dominican and got his start on the now-defunct Vine. He has nearly 3 M Facebook followers and nearly 2 M Instagram followers.
    • Another example influencer is Rocio Mora, who is Honduran/Mexican-American, and who identifies as “Afro-Latina.” She focuses on caring for the naturally curly hair that many Hispanics and African Americans have, and has “over 170K followers on her Facebook, Twitter, Instagram, and YouTube channel, RisasRizos.”
    MEXICAN-AMERICAN SUBCULTURE
    • Influencers from this culture include those whose origins hail from Mexico, including Crafty Chica, OR Kathy Cano Murillo, who has created a style all her own dubbed “Mexi-Boho”. Her work focuses on crafting and DIY projects as demonstrated through her entertaining videos. She has 22K followers on Instagram, 24K followers on YouTube, and 14K followers on Pinterest.
    ECUADORIAN-AMERICAN SUBCULTURE
    • Influencers from this culture include those whose families originate from Ecuador, including Enchufe TV, a group of sketch-comedians with extremely popular videos. They have 15.4 M subscribers on YouTube, 9.4 M Facebook followers, and 1.6 M Instagram followers.
    STYLE & BEAUTY SUBCULTURE
    • Style, beauty, and makeup blogging are very popular among the Hispanic/Latin culture, especially among women and LGBTQIA+ communities. One example influencer is Bethany Mota, a Latina YouTube star who has appeared on Dancing with the Stars. She has 10.5 M YouTube subscribers, 5.6 M Instagram followers, and 1.7 M Facebook followers.
    FAMILY-FOCUSED SUBCULTURE
    • Family is one of the most important focuses for people in this demographic, so it makes sense that a family-related subculture exists. A popular influencer in this sphere is Jorge Narvaez, who first appeared on the scene with an extremely popular version of the song “Home,” as performed by him and his daughter. He has 196K followers on Facebook, 631K subscribers on YouTube, and 39K followers on Instagram.

    ADDITIONAL INFORMATION

    • Nielsen has prepared a detailed report on this demographic (including information on the relative subcultures, as well), called “Descubrimiento Digital: The Online Lives of Latinx Consumers.” It’s free to download and may be a great resource!

    RESEARCH STRATEGY

    We began by conducting a search to identify the most popular social media influencer platforms in the US, with the specific focus of those most-used by Hispanic/Latin-Americans. From this research, we were able to identify several recent reports, like one from Nielsen Media Research, that outlined the top channels for this demographic. Continuing further, we uncovered a variety of insights into how this demographic utilizes each of the popular channels, as well as lists of the most popular Hispanic/Latin culture influencers on these sites. From this collection of information, we were able to synthesize results to provide the most-popular channels for influencers for this demographic, as well as information toward the various subcultures presented within the channels.

    Interestingly, none of the sources noted any discernible differences between subcultural users on any of the sites. Of note, one older source was used (dated 2014), though it is from the Facebook IQ site, so it is likely updated regularly. One other source is also a bit dated (late 2016), though this one is from Think With Google, so it is likely also updated regularly.

    Sources
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