Hispanics are quickly becoming one of the wealthiest and most influential consumer groups in the United States. As the Hispanic population increases and its spending habits become more obvious, it is more important than ever for companies to be visible and actively engaging with the Hispanic market.
They are overlooking a significant opportunity to catapult their success: influential Latinas. Latina influencers have come a long way from the days of the mommy blogger to carve out their own niche in the creative economy. They have a large and dedicated fan base because they are able to recognise themselves in the creator’s work, and they are active across several platforms. Latina content makers have been trailblazers in the beauty vlogging area, but in recent years they have branched out into other fields, like travel, health, personal finance, technology, home décor, gaming, and more.
Regardless of where their target audience members may be, they may reach out to them.
Many studies have shown that Latinos utilise technology and social media at above-average rates. More than 27 hours a week are spent by Latino consumers using their smartphones for things like applications and the internet. This demographic makes up 97% of smartphone owners in the United States. When asked why they use social media, Hispanic users most frequently cited maintaining relationships with loved ones and community involvement. Social media users are in a social and collaborative frame of mind, making them prime targets for marketers that identify themselves with “friends” (influencers the users view as reliable resources) in order to get into their networks.
They Have The Potential to Elicit Strong Loyalty
There remains opportunity for growth in the influencer sphere, despite the Hispanic community’s expanding market impact. Our findings suggest that Latina influencers are concerned that the Hispanic population is underserved by influencer marketing initiatives.
Despite Hispanics’ near 19% share of the U.S. population, they receive just 6% of the marketing industry’s budget. Only 400 of the 1,900 brands that advertise on English-language U.S. television also use Spanish-language ads to attract Hispanic consumers.
These are lost chances for businesses and marketers to connect with an audience that is youthful, dynamic, loyal, and financially strong. Between now and 2058, the Hispanic population of the United States is projected to increase by an astounding 82%. Fifty-eight percent of Hispanic customers in the United States are under the age of thirty-four, making them a pivotal demographic for developing brand affinity and commitment.
Hispanic consumers are known for being incredibly devoted to their favourite brands, making this last argument crucial for appreciating Latina influencers’ enormous unrealized potential. U.S. Hispanics are highly loyal once they find a company they like. Even more so, 49% of Hispanic TV viewers believe they are more inclined to make a purchase when they see themselves or a member of their identification group reflected in the ads they see.
Because of this, businesses may capture significant market share by reaching out to Latina influencers before these customers have formed a strong relationship to the brand.
There Is Still Time To Make An Early Investment
Hispanic consumers may be early adopters of emerging technologies like TikTok since they are so invested in their own technological advancements and their smartphones. Hispanics are more active on most social media sites than those of other ethnicities, according to Marketing Charts. The most notable distinction may be seen on TikTok.
To wit: Hispanics make up 20% of all adult TikTok users.
Hispanics are more likely to utilise cutting-edge social media like TikTok than the general population.
The “priority the online community places on individual identification and direct social connection,” as some analysts put it, may account for the high levels of participation and involvement seen.
Nearly 40% of the Latina influencers we questioned regard TikTok as one of the major areas for possibility in the future, showing that this demographic is ahead of the curve on this trend.
Developing Strategic Alliances With Prominent Latinas
Growth in the Hispanic market is expected to be robust, and not just in terms of audience size. For the foreseeable future, “marketers that are able to develop true connections with these customers now stand to gain,” as stated by Nielsen. Get in touch with Latina opinion formers as a first step in honing your messages and target demographics.
Consider the social media sites where your intended customers spend the most time before beginning to collaborate with Latina influencers. Reach out to Latina influencers on these channels with the intention of forming genuine relationships. Rather than focusing on the number of followers you have, strive to increase interaction. Working with an influencer who has a larger audience but is not respected as an authority in your field may not yield the same results as collaborating with a specialised influencer who has a smaller but more dedicated fan base.
Finally, encourage your Latina influencer partners to add their own unique flair to the sponsored content you’re developing together. They have a deep understanding of what their audiences want, and they can offer insightful criticism on how to create content that is both genuine and representative of the company.
The differences between older and younger segments of the Hispanic market in the United States will only increase as the market expands. If you want to build strong, long-lasting relationships with your target audience, teaming up with strategic, educated Latina influencer partners is a great place to start.