BodenPR recently completed a thought piece detailing the high engagement level by U.S.
Hispanics with Social Media and what brands should consider before developing an online news campaign targeted towards this very coveted market. Interestingly, very few leading brands are catching on to the online trends identified for the different Hispanic segments and what influences their opinions as consumers. Learning the trends and what truly influences these segments online will allow brands to create a powerful online news campaign that will create buzz on and offline for themselves.
Some of the key findings within the article include:
- An estimated 20% of Hispanics online are considered ‘Hispanic-fluentials.’ Hispanics are more likely than any other segment to pass on both positive and negative reviews/information to friends and family
− Hispanic teens are connected online 24/7 and it’s because this segment values the latest communication tools more than any other. This segment’s likes and dislikes also overlaps into the general market’s (American) teen trends.
− The older and acculturated Generation Y Hispanics turn to online forums and blogs to make everyday decisions from what restaurant to dine at to what car they will purchase next. They are not reading their local papers, but turn to online news instead and like to receive and comment on news more than any other U.S. Hispanic segment.
− U.S. Hispanic Baby Boomers are online, but most are not blogging. They’re online for reference information on topics from investments to healthcare and a vast majority prefer communication online in Spanish.
As a result, when beginning to develop a Social Media and Online News Campaign for your brand, it is key to ask two key questions:
(1) Which U.S. Hispanic segment am I targeting (Generation Y, Latinas, Baby Boomers?)
(2) Who and what is influencing them today (social media forums, TV shows, bloggers?).
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