January 21, 2015
By Nicole Akoukou Thompson
The first of many Facebook-organized multicultural learning sessions in New York City was just one of several events marking the Hispanic tipping point -- a moment when the importance of U.S. Hispanic and the multicultural media landscape became as well-regarded as the mainstream general market.
The conference, which was held in October 2014 and spoke on "tradigital" media, was attended by well over 200 experts and professionals who work in U.S. Hispanic and multicultural marketing, publishing and media.
Attendees were granted a sneak peek into a study, "Digital Diversity: A Closer Look at US Hispanics," which unveiled the digital lives of multicultural consumers and self-identified Hispanics in the U.S. The research determined Hispanics are highly active social media users and mobile users because they use that digital space to interact with friends and family; to celebrate the celebratory moments of their diverse lives; and to spark and continue conversations about the countless brands they follow.
The rich insights offered by the $200 billion social media platform helped marketers connect to multicultural consumers via data that showcases Hispanic Facebook behavior. Monthly, U.S. Hispanics do the following:
- Generate 8.49 billion likes, 1.7x index vs. general market
- Write 1.52 billion comments, 1.7x Index
- Upload 450 million photos, 1.6x Index
- Create 159 million status updates, 1.8x Index
- Upload 7.1 million videos, 3.0 Index
The numbers show Hispanics spend a great deal of time online expressing their interests, sharing their opinions and telling their stories. And Hispanic consumers' decision to tell their own stories on Facebook is valuable to marketers. By sharing their lives, their joys and their relationships, marketers can leverage that information, and they can create a story of their own through branding. With that, they can catch the eye of their target audience in a way that's genuine and meaningful, and it will likely drove growth.
The long-term effectiveness of this outreach is untold, but with 26 million Hispanic monthly average users, Facebook's reach is comparable to Univision (32.7 million) and Telemundo (27.9 million). Through use of impressive video products, Hispanics frequently interact with videos posted online, making Facebook a practical option for marketers who are looking to connect with consumers. Also, Hispanics spend an average of 35 minutes on Facebook and 11 minutes on Instagram on their mobile devices (representing 21 percent of Hispanic's mobile time). Comparably, Hispanics spend just 0.70 minutes on their mobiles on Univision properties.
Facebook is the go-to platform for U.S. Hispanics when looking to communicate. According to aforementioned study, 71 percent of U.S. Hispanics use Facebook to connect with loved ones each day and nearly half (48 percent) of "friends" are family members (compared to 36 percent for the total population). Also, Facebook Messenger is frequently used by 60 percent of U.S. Hispanics who are with family and friends
outside of the U.S.
What does this mean to marketers? Videos and ads that appear in the News Feed capture the interests of 56 percent of U.S. Hispanics' interest. Also, bilingual Hispanics and Spanish-dominant Hispanics are the most receptive to video ads, particularly female users. To reach this audience, strategist must offer culturally relevant content that uses imagery, language and a compelling brand story.
Source: Latin Post