Hispanic Blogs: Branded Opportunities to Connect in the Digital Space

Tony D’Andrea, PhD

Director of Research and Planning – The San Jose Group

If you take the subway, chances are that you will see many Latino commuters accessing the Internet by means of their smartphones. According to Comscore and Emarketer studies, Hispanics overindex in many Internet activities: instant messaging and photo sharing (120-plus index points), video watching (140-plus), online gaming (160-plus), etc. And if you go to a Hispanic household, you may not find a landline phone: 35% of Hispanic households have gone wireless compared to 23% national average, according to government’s CDC. In sum, not only are Hispanics going digital, they are also engaging a lot.

Upon this lively digital demographic, there is a new type of blogs addressing Hispanic women using a modern bilingual style. Run by highly educated Latinas (“las blogueras”), websites like Mama Latina Tips, Latina on a Mission, Modern Mami, and Spanglish Baby provide dynamic platforms where women can discuss topics of interest. For example, founded in 2006, ModernMami.com is self-fashioned as “a lifestyle blog from the perspective of a Latina working mother.” Its topics include parenting, social media, Latino culture, and anything concerning the working mother with a focus on work-life balance. Its editor is an industrial engineer, originally from Puerto Rico, currently living in Orlando, Florida. This profile is very similar to other leading Latina blogs.

Each of these blogs receives about 20,000 monthly visitors, mostly Hispanic women looking for practical information on improving their quality of life or just learning tips about a new product in the market. Along with this readership base, Latina blogs have been developing interesting placement partnerships with brands which Hispanic moms may find a natural connection. Common brand categories often displayed on these blogs include educational and insurance services, fashion, and house cleaning, among others.

If marketers want to get their brands involved in an engaging conversation with Hispanic consumers, they will need to participate in the Latino blogosphere. Tactical forms of engagement may include interactive promotions, partnerships and sponsorships, which should be aligned with conventional media channels both above- and below-line. In many cases, multicultural marketing expertise is recommended to ensure that successful conversations also translate into effective business results.

 

The San Jose Group is a premier multicultural marketing agency with over 30 years of experience helping clients’ brands connect with people. For more information on this article’s topic, please email sjgpr@sjadv.com or visit us at www.thesanjosegroup.com.

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