Savvy Latino marketing experts know that Latinos are big social media users. The Latino population embraced social media platforms like Facebook and Twitter faster than any other demographic in the US. According to Pew Hispanic Study Center, 78 percent of Latinos are online and 68 percent are active on social media. Because of this, social media is a critical component of any Latino marketing strategy.
Social media is based on building relationships, connecting, and giving companies a platform to showcase the person behind the business. Unlike traditional marketing campaigns, social media campaigns are usually less formal. Gustavo Razzetti, a columnist with ClickZ, says, “Social media is fueling Latinos to connect to their Latino culture, even with those that formerly didn’t feel the need to.”
For many Latino marketing specialists, social media provided an avenue to foster relationships with current Latino consumers—and connect for the first time with a much broader Latino demographic.
Latino Marketing and Self-Presentation
Latinos see social media as an extension of the self, and a way to highlight who they are, what they support, and what they believe in. Consequently, Latinos tend to connect with companies and brands that embrace the Latino perspective. Numerous companies have created social media accounts and pages in Spanish to reach Latino audiences. Latinos have been dubbed the “social butterflies of social media” and it’s a title Latino marketing professionals should take to heart.
Social media is more than a platform for building relationships—it’s also a platform for change. Latinos now interact in different ways since social media has removed geographic obstacles. Users can connect with anyone around the world, from family overseas to an exciting new Latino-focused business down the street.
Who is on Social Media?
Pew Hispanic Center estimates that Latinos aged 18-29 are most likely to adopt new technology including social media and mobile devices. Within that demographic, 93 percent of Latinos are online and 84 percent are on social media sites. Plus, 96 percent own a mobile phone (increasingly, the majority own not just a mobile phone, but a smartphone). Mobile readiness means that it’s critical for all businesses to have an online and social presence featuring responsive design.
Latino marketing means understanding that Latinos are alpha influencers on social media. They’re utilizing these platforms to enact change, share information, and offer their loyalty and marketing for brands via likes, shares and comments.
Contemporary marketing is synonymous with Latino marketing, both with traditional tactics and digital marketing. No business wants to miss out on trillions of dollars and millions of potential consumers by not prioritizing Latino consumers. In the Digital Era, if a business doesn’t exist online, they may as well not exist.