Post on 28-Aug-2020
transcript
MARKETING FOR INFLUENCER
HISPANIC MILLENIALS
2
A GROWING SEGMENT
Hispanic millennials are one of the fastest
growing demographic segments.
of millennials living the
U.S. identify as Hispanic121%
CONFIDENTIAL
of Hispanics are
millennials or younger260%
of the growth of the U.S.
Hispanic population are
millennials2
80%
CONFIDENTIAL 31) http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-
us.html
1.2
1.3
1.4
1.5
1.6
1.7
2015 2016 2017 2018 2019 2020
$1.3T
Projected amount of
buying power reached
by U.S. Hispanics in
20201
$1.7T
CONFIDENTIAL
The Hispanic market segment exhibits a
tremendous amount of spending power.
Amount of buying power
in the U.S. controlled by
Hispanics in 2051
CONFIDENTIAL 4
1) http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-
us.html
46%
35%
18%
55
A
ND
OLDER
52%28%
20%
35-54
58%
14%
28%
18-34
54%
6%
41%
UNDER 18
Spanish-Dominant Bilingual English-Dominant
Nearly 60% of Hispanic millennials are bilingual.
Percentage of Hispanics in the
U.S. by Age and Language
CONFIDENTIAL 5
WHATLANGUAGE DOHISPANICSUSE ONLINE?
Hispanic audiences are more
likely to use English online than
they do at home.1) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-
online.html
Language
Used
At Home
Language
Used
Online
52%32%
16%
31%
41%
28%
Spanish Bilingual English
CONFIDENTIAL
CONFIDENTIAL 6
LATINOS RESPOND TOBRAND MESSAGES
Hispanics are significantly more influenced than
non-Hispanics by both influencer and brand
messaging 21) http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-us.html
2) https://www.iriworldwide.com/en-US/insights/news/IRI-s-2016-HispanicLink-Study-Reveals-Hispanic-Shoppers-Outsized-in-CPG-E-
commerce
3) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-online.html
of U.S. Hispanics say they pay
attention to branded messages
online1
66
of Hispanics who see a branded message take
an action such as performing a search, visiting
a company’s website, or making a purchase3
more likelihood for Hispanics to pay attention to branded messaging over the general online population1%
93%
30
%
CONFIDENTIAL 7
Hispanic millennials are savvy shoppers who look to the
internet and social media to guide their purchase decisions.
1) https://www.iriworldwide.com/en-US/insights/news/IRI-s-2016-HispanicLink-Study-Reveals-Hispanic-Shoppers-Outsized-Interest-in-CPG-E-
commerce
2) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-online.html
38%
of Hispanics search for
sales and promotion deals
online before a shopping
trip1
83%
Use mobile devices to
research purchases in
real time while shopping2
HISPANICMILLENNIALS DO THEIR RESEARCH
CONFIDENTIAL 8
HISPANICMILLENNIALS LOVE BRANDS
Hispanic millennials demonstrate a clear
preference for established brands when it
comes to where they shop and what they buy.
1) https://www.iriworldwide.com/en-US/insights/news/IRI-s-2016-HispanicLink-Study-Reveals-Hispanic-Shoppers-Outsized-Interest-in-CPG-E-
commerce
2) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-online.html
Hispanic millennials prefer
established brands to craft
or boutique brands2
Hispanic millennials are
more likely than other
millennials to shop at a large
retailer, such as Walmart
and Target2
88% of Hispanics pay
attention to ads that include
elements of Hispanic culture,
regardless of language1
CONFIDENTIAL 9
Be Relevant
of Hispanics feel more favorable about
brands that aim to be culturally relevant. 1
Embrace Biculturalism
More than half of U.S. Hispanic millennials are
bilingual3. Using both English and Spanish in
brand messaging can be beneficial when it’s
organic and relevant to the creative, and shows
that brands are truly in-tune with their audience.Keep it Light
Light humor that fits the context of the brand
resonates with Hispanic audiences as do optimism,
celebration and inspirational quotes4
Facebook is Where It’s At
Facebook native video content performs four times
better than other video content online, including
YouTube2
1) https://www.thinkwithgoogle.com/articles/new-research-shows-how-to-connect-with-digital-hispanics-
online.html
2) https://www.mediapost.com/publications/article/270982/top-2016-trends-in-hispanic-social-media.html
3) http://www.nielsen.com/us/en/insights/news/2016/hispanic-influence-reaches-new-heights-in-the-
us.html
4) https://www.emarketer.com/Article/Social-Media-Help-Brands-Earn-Trust-of-US-Hispanics/1014739
BEST PRACTICES FORREACHING HISPANIC MILLENNIALS
Use Influencers with Paid Social
Influencers are one of the best ways for brands to
reach Hispanic millennials in a way that is creative,
authentic and culturally relevant.2 By boosting
influencer content with paid social advertisers, brands
can target Hispanic audiences with more accuracy
and scale.
41%
CONFIDENTIAL
THANK YOU