To gain a better understanding and insights into marketing to the Hispanic demographic, specifically the Hispanic influencer landscape, in order to develop reasonable tactics that will resonate with this audience.
The Hispanic/Latinx Audience
- It is estimated that the buying power of the Hispanic community will reach $1.7 trillion by 2020.
- Hispanics are the fastest growing demographic group in the United States.
- About 54% of Hispanics say that when a company advertises in Spanish, they feel that the company "respects their heritage and wants their business." While 54% say they feel more loyal to the company.
- According to Nielsen TV Brand Effect, "US Hispanics report liking ads 51 percent more if they watch them in Spanish rather than English."
- About 60% of Hispanics access the internet via a mobile phone versus 43% of the general population.
- Around 50% of Hispanic millennials claim that they talk about a brand online with others or by using the brands hashtag compared to 17% of non-Hispanics.
Hispanic/Latinx Influencer Case Studies
- In 2018, Univision, a cable Hispanic television channel, released a report highlighting several case studies in which major brands focused on the Hispanic community through advertising, both through social media ads, videos, and television commercials.
- Coca-cola created a campaign featuring Hispanic food influencers. The campaign featured traditional Hispanic dishes paired with Coke. The results were 6.7 million video views, 23.6 million impressions, and 492 thousand shares.
- In 2017, M&M partnered with Hispanic influencers Johann Vera and Karen Rodriguez for a year long advertising campaign. This resulted in a 10.3% growth in sales to the Hispanic market compared to 8.9% in non-Hispanic markets and included 1 million video views, 7.7 million impressions, and 385 thousand interactions.
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