With the number of Hispanics that are active and engaged on social media, it is no surprise that the number of Hispanic content creators is rising. LatinX influencers have steadily grown, and they are one of the best ways to engage with the growing Hispanic demographic.
Typically, U.S. Hispanics spend more time on social media than their non-Hispanic counterparts. On average, the majority of U.S. Hispanics spend over an hour a day on social media. With their increased screen exposure over the course of the day, Hispanics are the perfect target for influencer marketing.
But first, what is influencer marketing?
Influencer marketing is when a brand and a prominent individual on social media, also know as an influencer, create a connection. This influencer makes an agreement with a brand to cross-promote them on their social media channels, such as Instagram and Youtube. Influencers typically have a certain niche in their community, such as fitness or beauty, and they coordinate with brands in their field of expertise. For example, a makeup company might reach out to a beauty influencer to promote their new mascara.
What makes influencers just that – so influential?
With so much content being posted online, it’s easy for a company to get lost in the sea of social media. Additionally, as a company’s target market begins to spread out over various forms of media – Twitter, FB, Youtube, Pinterest, Instagram (just to name a few) – it becomes increasingly difficult to reach them.
That’s where influencer marketing comes in. For a marketing agency, an influencer is a vital selling tool. As marketing tactics have increased, customers have grown skeptical of traditional ads. However, the influencer already has the attention and the trust of your brand’s target audience, and they interact with them on a daily basis. By selling your message, consumers are trusting that if their favorite influencer loves your product, then they’ll love it too.
LatinX Consumers and LatinX Influencers
Hispanics are a huge target for influencers because they spend an extended time on social media, especially Instagram and YouTube. This is noteworthy because Instagram and YouTube are the two biggest channels for influencer marketing.
Additionally, LatinX consumers often take notice or action when they receive an idea or recommendation from an influencer they trust, according to Maria Cabo, a Digital and Multicultural Strategist.
LatinX consumers are also more socially engaged than another community. They are five times more likely to share the content they see and recommend it to friends. So in a way, your company is gaining more micro-influencers through the investment of a couple of larger LatinX influencers
As the Hispanic community continues to grow, their digital influence expands. In order to tap into that market and into that influence, your company should explore the use of LatinX influencers. Not sure how to go about creating this connection? Vaquero Advertising can help! As a Hispanic marketing agency, we pride ourselves in networking and have established personal connections with various members of the Hispanic community. As a Dallas marketing agency, we have established connections here, and across the state as well. We can connect your brand to Hispanic influencers, and market your brand in a variety of ways. Contact us today and let us expand your cultural entourage!
Image from Getty Images: Creative # 872319976.