DRIVING AMERICA, ONE CLICK AT A TIME
In the first weeks of 2017, HispanicAd.com released its first-ever supplement devoted to a nascent and fast-growing segment of the U.S. advertising market — social marketing to Hispanic consumers.
Since then, this report has evolved by changing names not once, but twice. Today, the HISPANIC CONTENT REPORT takes its name based on a simple concept: With content there would be no social media, while the content itself is fueled by the data and analytics empowering those responsible for creating the content.
The biggest shift in the digital world, and for marketers seeking consumers through social media and “over the top” video and audio platforms, involves The Creation Story, if you will.
Who’s responsible for the creative in a social world?
It’s a question that yielded a revelation: there are four content silos that demand marketers’ attention and their budgets: free ad-supported television (FAST) channels and OTT offerings; content in social media; platforms such as TikTok and Instagram Reels; and what we term lo usual. That would be the traditional advertising created for linear media, using a formula seen for decades across radio and TV.
Digital media’s growth, fueled by Hispanics, is breaking down those walls, freeing creatives and jettisoning them into a sea of exploration and doing things diferente. And, creative teams are producing content with no media costs involved — putting the Hispanic market in a position as a leader in the advertising evolution.
For those active in digital and social media, the stories appearing in this report are hardly Earth-shattering or revelatory. Indeed, a March 2024 eMarketer report spelled out what many in the industry know very well, but remains a secret to some marketers. “Hispanic digital media usage rivals or exceeds that of the total population on most media platforms, especially Instagram and WhatsApp. Their strong online presence and enthusiasm for sharing product recommendations with friends make them both a target and an ally for advertisers.”
In fact, the eMarketer report found that Hispanic internet users who access their soclal media account via any device at least once a month overindex the total population.
This goes for YouTube (73.4% for Hispanic, versus 70.7% for all), TikTok, Facebook and X. The only platform where Hispanics lag behind the total market is Reddit.
Furthermore, the eMarketer study found that the U.S. Hispanic population has the highest rate of digital video penetration among racial and ethnic groups, at 81.3%.
Then, there is the share of time spend with the fast-growing Connected TV platform among U.S. Hispanics versus the total adult population. For Hispanics aged 18 and over in the first quarter of 2023, the most recent data available, Nielsen found that this consumer group outpaced the total population 49.1% to 37.3%.
Given those findings, its no wonder that many brands actively speaking to U.S. Hispanics are doing so through digital media. The creative process, as such, is in the midst of an evolution.
In this report, we learn from Joe Bernard, Chief Revenue Officer at NGLMitú, about how the “snackable” content that has brought bilingual and bicultural Latinos to its platforms is now fueling a long-form content enterprise now entering its second year.
Veteran Hispanic marketing executive Aldo Quevedo chimes in on how his Dallas-based show Beautiful Beast has brought various disciplines to the table from Day One of operations, breaking down the silos between traditional ad agency departments in a way that meshes data and technology with the creation of quality creative.
Another veteran creative leader in the Hispanic market, Pablo Buffagni, chimes in from Southern California to share his views on the importance of understanding the nuances involved in making a brand shine in the digital space.
We also hear from three executives at López Negrete Communications on how clients have embraced digital media, and largely not at the expense of linear media vehicles. And, we learn more about the agency’s “Latino Network of Creators,” which was launched in August.
The conversation continues with Ben Levitt, the Executive Creative Director at d expósito & Partners. In his view, it is all about deciding on the idea before any other tasks are carried out on behalf of a client. Once that is done, a strategic, multimedia plan can be formed.
For Liz Castells-Heard and her team at INFUSION by Castells, uncovering the “AI Bias” has attracted a bevy of attention from across the U.S. Hispanic market. Here, she is joined by Leticia Suarez and Liliana Ramirez Perez to share best practices on how to avoid the pitfalls that can come from overreliance on technology that doesn’t know what it hasn’t been told.
Readers will also gain insight on how to capture Hispanic consumers via digital and social media through meaningful and relevant messaging from Adam Lee, President at Techint Labs.
Lastly, this Hispanic Content Report concludes with a conversation with Conill Chief Media Communications Officer Diana Stumvoll that puts the focus on creating genuine connections with Hispanic consumers on social and digital media. “As streaming continues to dominate consumer preferences, particularly among younger audiences, brands have a great opportunity create unique engagement and measurable results,” she says.
With FAST channels and OTT driving “television” consumption and YouTube continuing to attract Latino eyeballs, these vehicles cannot be ignored by marketers seeking to grow their brand share among Hispanics today.
At the same time, short shrift cannot be the result of a lack of creative on relevant Hispanic-focused broadcast and cable channels. When combining linear and digital media, the best solutions can arise. The tips, case studies and learning lessons from those featured in this report can only further guide marketers that seek solutions but perhaps need greater guidance.
To download this report, CLICK HERE
