So what are the trends in Latinas & Social Media as it relates to Content? What should your brand’s Social Media Editorial Line look like?
After analyzing several social media platforms of top influencers, whether Spanish language or new English Latino media as well as other top content providers, we identified the following key findings:
(1) Common Denominators: the responses which created most buzz and interaction had some common denominators, whether the group included older, younger, mothers and/or professionals. As we sifted through some of the conversations and analyzed them, regardless of whether the platform was a celebrity’s page or a site dedicated to discussing politics, the common denominators included:
- Conversations about citizenship, immigration
- Conversations about stars (entertainment)
- Conversations about being Latino in the U.S. (events, news, professional networking)
- Conversations about sports (especially as it related to their home countries or their parents’ home countries)
- Conversations about fashion and beauty
- Conversations about food and products (consumption habits, ways to save, product recommendations)
- Conversations about social responsibility movements
- Conversations about parenthood
- Conversations about careers
(2) Buzz builders: Latinas are readily recommending, or not recommending, a product or service according to her experience as a consumer. Blogs that specialize in topics such as fashion, beauty, motherhood, and recommendations by people who they trust are of most value at the moment of purchase. Latinas speak openly on social media platforms about what they like and who they support. They especially support a cause that is specifically related to helping other Latinas.
(3) Heritage reigns – Even if she was born in the U.S. and even if she has not visited a Latin American country, the pride in her heritage is still extremely strong, regardless of the language she communicates in or how long she has been in the U.S. Targeting Latinas with a wide variety of compelling messaging that celebrates her Latina heritage appeals to them greatly.
(4) Language is powerful — Latinas engage in English, in Spanish, and Spanglish, but, regardless of fluency, the Spanish language is still extremely important to them. They are fans of brands and causes that talk to them in Spanish or use the Spanish language intermittently.
There is something that we would like to add, though. In terms of marketers and media platforms attempting to reach Latinas we feel there is such a superb opportunity to reach them in different and compelling ways, not only those mentioned above - in ways that focus on her multi pronged role as mother, daughter, professional and more.
For example, People en Español unveiled the top-line results of its annual Hispanic Opinion Tracker (HOT) Study, a study on the changing role of Latina women in the U.S. The HOT study confirmed the finding that Latinas are becoming more empowered and ambitious. When asked “In what way would you like to grow and change as a woman in the next 5 years?” the top three responses were: 1) To get a better career or advance at work; 2) Continue education; 3) Become successful/become a professional.
The opportunity for brands is ripe for the taking.
We feel that brands that address these insights will be highly successful.
What we found extremely interesting is how the People en Español study states that Latinas “modulate between two cultures depending on their role.” For example, the study showed that in the role as “daughters,” Latinas seem to be much more attached to their Hispanic culture (66%) than to the Anglo culture (11%). In the work environment, however, they are more attached to the Anglo culture (31%) than their Hispanic ethnicity (22%).
That is so very true, and for the brands that are looking to resonate with Latinas, pay heed.