U.S. Hispanics are showing a strong presence in online engagement and not only for consumption, but within content development at rates faster and higher than the non-Hispanic population. We are online and a force to be reckoned with.
According to LATISM 2010 Bloguera Survey, 63 percent of Latina bloggers started a blog within the last year, with projections indicating that this trend will continue. Latina bloggers are sharing views and experiences on several topics relating to family, friends and socialization, including: parenting, Latino political and immigration issues, heritage/culture, cooking/recipes, beauty/fashion, art and technology.
In addition, they are strong influencers in the U.S. Hispanic community and well known journalists within the mainstream and Hispanic media world. Kety Esquivel of Latinos in Social Media presented five success stories of influential Latinas who have created original content because it was nonexistent. They are motivated to generate new and unique content which provides great brand partnerships with those interested in reaching this growing demographic.
Digital platforms and the use of influential Latina bloggers are very important to reach the US Hispanic population. Brands that recognize and leverage these influential Latina bloggers understand that they are reaching not only the primarily Spanish-speaking Hispanics but also the younger bi-lingual Hispanics.
Keep in mind that the market is extremely segmented but tailoring a campaign to your target audience is a key element and leveraging Latina bloggers with their Hispanic following is beneficial for certain brands.