How Multicultural Brand Marketers Reach Out to Mexican Vloggers and Influencers
What: Brands are turning to Mexico to find multicultural vloggers and influencers to reach the Hispanic market in the U.S.
Why It Matters: Mexico is one of the countries with the highest penetrations of social networks in the region. In fact, recent data from Comscore placed Mexico above the average for Latin America in terms of social media use: 98.2 % of Internet users in Mexico use it, while the regional average is 95.8%.
“Mexico has always been a leading player in Latin America’s digital and entertainment world, and is currently one of the best countries to find multicultural influencers,” says Ismael El-Qudsi, CEO of SocialPubli.com, a company that specializes in influencer marketing.
He attributes this to the combination of technological infrastructure, a natural talent pool and actively engaged audiences who are looking to consuming content. “The country’s position as a bridge between North and South America, its booming economy and its large population are also favorable factors,” he adds.
Some of SocialPubli's clients who have worked directly with Mexican vloggers to reach their Hispanic audience in the U.S. are Iberostar, Yahoo, and Iberdrola.
According to Sebastián Jasminoy, CEO of Fluvip, another company that specializes in influencer marketing, “practically 50% of all content includes video, and they are a must in brands' content strategies.” And according to SocialPubli.com, Mexico ranks third in the number of YouTubers (vloggers), coming in right below the United States and Spain.
According to the recently released Study of Media and Devices Consumption among Mexican Internet Users, produced by IAB Mexico and Millward Brown, YouTube continues to rank second among the most popular and visited social networks in Mexico.
"From the Mexican vlogging pioneers such as Gabriel Montiel (WereverTuMorro), Cid Vela (Galatzia) and Mariand Castrejon Castañeda (Yuya) to the newest YouTube stars including CaELIKE, Los Polinesios, and Bully Magnets, the country is a hotbed of young talent," considers El-Qudsi.
“Both Mexican and Hispanic influencers in general have managed to understand who should interact with their audiences and how to create content with value,” Jasminoy adds.
Why do Mexican Influencers Work?
“Rising smartphone adoption and high mobile penetration is driving digital video consumption in Mexico,” explains El-Qudsi.
Also, Mexicans adopt new technologies very quickly, as it is happening with Snapchat and Instagram right now. It is a very innovative and ‘social’ country, and that shows when it comes to sharing content on social networks.
Mexican vloggers and influencers have also been described as creative, innovative and attune with the content consumption needs of their audience. The wide majority are Millennials, and because vloggers are millennials as well, they understand what their audiences want to see.
“Right now, Mexico is one of the Latin American countries leading the shift from traditional media to mobile and this change is being driven by the country’s millennials,” considers El-Qudsi.
The areas of interest with the most engagement include, beauty tutorials, comedy, DIY, recipes and fashion.
Although Mexico has the lead, Colombia and Argentina are doing well too, as is the U.S. Hispanic market, because it generates influencers who are often bilingual, especially in the areas of California, New York and Florida.