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Social Lens Research

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What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • According to the Social Lens Research Voice Command Study: Current State, diverse moms who are constantly online and own multiple devices are the current power users of voice. The study shows 45% of multicultural moms use voice to find a store;  42% use voice to find a movie, and 83% use voice in a car.

 

  • MVI Marketing LLC (MVI)’s team recently completed a consumer research study asking wealthy, millennial age, Asian-American and Hispanic/Latino-American consumers about their shopping preferences and behaviors. Certain brands consistently denote status, quality, prestige, and affluence among Forward-Facing Immigrants (FFI) consumers in this study. They are most likely to purchase luxury travel, spa experiences, and hotels via mobile device or on the internet. Yet other areas such as fashion and jewelry still require the touch and in-person experience. Both Asian Americans and Hispanic Americans also value a personal stylist, private shopping rooms and post-sales follow-up.

 

  • A new Criteo report focuses on where former Toys “R” Us and Babies “R” Us shoppers are now spending. Amazon has become the top Toys “R” Us replacement (34%), though Walmart (31%) has captured nearly as much share, while Target (18%) is also filling in as a substitute. Convenience was cited as the biggest factor in choosing a new retailer for toys and children’s products.

 

  • In a recent studyNielsen tested 35 natural face wash claims among 300 category users who have bought face wash in the past six months to assess which product claims they thought were the most credible and desirable to aid manufacturers to understand which attributes have the most potential for future development. The study found that consumers view classic ingredients like vitamin E, aloe and coconut oil as the most believable in supporting their respective claims.

 

  • Pew Research Center surveyed Americans and asked them to describe in their own words what makes their lives feel meaningful, fulfilling or satisfying. 69% think family is what gives meaning to their lives, while 34% consider their career fills this role. 20% of respondents believe their faith makes their life satisfying, while only 11% think it is “learning”.

 

 

Feature image by Mindandi@Freepik.com

JDAnewSMpic-1Last week Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research analyzed ways through which marketers can leverage their presence in Twitter and Snapchat. In the below article, Diaz-Asper takes a look at YouTube and Instagram and the role they’ll play in reaching Hispanic audiences in 2015.

YouTube: Video is king!

YouTube has become, and will increasingly be considered, key to Hispanic marketers’ social efforts. Consider these stats: Hispanics reportedly spend more time watching videos (over 90 minutes more) than other online users (Nielsen report); and with over 100 hours of videos uploaded to YouTube every minute (YouTube); that adds up to a lot of viewing potential.

In a recent Think with Google Report, Google offers a good look at how Hispanic Marketers are using video and especially YouTube to reach Hispanics. One great example is Universal and their Hispanic channel that offers bi-lingual, Spanglish and culturally relevant content that goes beyond the trailer-only Spanish translations that are fairly typical. It’s working! The Vin Diesel’s Spanglish introduction of Fast Five has received over 5 million views.

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Collaboration with Hispanic YouTube stars is also on the rise. Not surprising given that YouTube has already had some major Hispanic breakout stars, many more are signing with brands and have become well-known celebrities. Bethany Mota is what you can call a YouTube “It Girl” with over 8 million subscribers to her channel. She is a Latina with wildly popular shopping hauls, make-up and decorating videos who has an Aéropostale clothing line which was launched last Spring complete with an envy-worthy road tour bus. Recently, Mota even interviewed President Obama in the White House East Room after the State of the Union address.

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Becky G got her start on YouTube after posting videos of her covers of popular songs. She is now topping the hit charts, having performed at the Teen Choice Awards and stopping by the Ellen Show to perform. Recently she became a COVERGIRL and has created some really entertaining content like her video with three moves from her Shower video that can be used at parties.

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Brands aren’t only focusing on the mega-YouTube stars either. Multi-channel networks like MiTu, who has over 6 billion views across its network, is a big player in the branded YouTube space for Hispanic stars. Just recently they signed a deal with Makers Studio, backed by Disney, to create branded Spanish and English language, short-form entertainment aimed at Millennial Hispanics. One of my favorite YouTubers, El Guzzii, is on their roster where he makes fun, super simple recipe videos in Spanish.

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I believe we’ll see an increase in in Hispanic branded content deals on YouTube this year. There are many untapped opportunities for brands to reach-out and work with Hispanic YouTubers who are already talking about their brand, especially in the Food and Beauty space.

Instagram: Virgin Territory for many Marketers but Teens love it!

Hispanic Marketer’s use of Instagram is still emerging. Even some of the most active marketers still aren’t including Instagram in campaigns or have active accounts. We can expect to see that change over the next year.

Instagram, which has helped selfies to become a rite of passage for Hispanic teens everywhere, grew among online Hispanics from 23% in 2013 to 34% in 2014 (Pew). Even though it’s not uncommon these days to see abuelas taking selfies, Instagram remains mostly for younger demographics (53% of 18-29 year olds). Hispanics on Instagram are making their mark with accounts such as: Being Latino with 265K followers; Latino celebrity accounts, PitBull at 1.7 million followers, and Selena Gomez at 21.7 million; and hashtag, #latina, have received more than 3 million posts.

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We’ve started to see more brands extend their social marketing efforts to Instagram especially when it comes to blogger engagement. To get a good feel of these campaigns check-out  Latina Bloggers Connect on Instagram which consistently excels in creating great content.

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It’s no surprise that brands would leverage Latino celebrities to build Instagram channels. A great example is Toyota’s leverage of Willam Levy for it’s #GranDecision campaign which has short videos where users can help choose a path for Levy. One image on Levy’s account received over 47K likes.
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Given the growth of Instagram among Hispanics, you can expect to see more Instagram efforts. Advertising on Instagram is in its early stages but as it becomes more robust it will likely accelerate and be included in more and more social campaigns.

Concluding Thoughts

We can expect to see a lot more investment in social in 2015 with up to 70% of marketers expected to increase social spending.. Hispanic marketers should look at extending campaigns to new platforms and building campaigns for new channels, especially Instagram with the added investment. Investing in engaging content and collaborating with influencers who truly understand these channels will make Hispanic marketers stand-out and experience greater success.

Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.

JDAnewSMpic-1In the first of two Thought Leadership Articles, Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research, explores the dynamic development of Social Media properties and how marketers should best take advantage of them. Today she looks at Twitter and Snapchat.

A new generation of highly social and mobile users has been reinventing the ways social media and messaging tools are used. Marketers targeting younger audiences (almost anyone under 35) need to rethink how to build effective campaigns that will reach this audience. Given an estimated 61% of Hispanics are under 35 (Census), understanding shifts in social usage among younger social media users is critical for Hispanic marketers.

While Facebook continues to dominate the social space with 71% of all online users and 73% of Hispanic users (Pew), its growth has stalled at 73% over the last year. Other platforms are gaining traction among Hispanic users, especially younger ones. Hispanic social marketers who have focused mostly on Facebook have begun to extend efforts to other channels.

In this article, I take a look at Twitter and Snapchat and what marketers can expect in the role they’ll play in reaching Hispanic audiences in 2015.

Twitter: Need to Add a Hashtag!

Twitter has started to tout their multicultural numbers. They even hired multicultural strategist, Nuria M. Santamaría, in November 2014 to lead efforts to target black, Hispanic and Asian-American users.

Twitter represents 23% of online users and has experienced strong growth among Hispanic users up from 16% in 2013 to 25% in 2014. Most Hispanic social campaigns now involve a hashtag and are promoted on Twitter. Hispanic marketers are engaging influencers, mostly Latina bloggers with sponsored post campaigns and Twitter parties with prizes and celebrity guests. A good example of the Twitter party trend are the parties hosted by the Latina Mom Bloggers team who frequently offer weekly parties with top brands trying to reach Latina moms.

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Live events are also big opportunities on Twitter to engage Hispanics. Take a look at the #latinGrammy for a recent example. Inviting top influencers to attend and cover events has become standard practice. You can usually find Lynn Ponder of Web City Girls on the red carpet or at press events.

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Twitter has added more robust ad formats that make it possible for marketers to more effectively target Hispanic audiences. You can expect to see more brands opting to include Twitter in their social campaigns.

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Snapchat: Reach a Younger Audience

Marketers should also keep their eyes on messaging app Snapchat, which is extremely popular with the under 18 crowd, over 100 million monthly users and 71% under 25. I haven’t seen great numbers on Hispanic users but given the percentage of teens that are Hispanic it’s fair to assume that we’ll begin to see more adoption.

Snapchat’s, appeal to teens can be attributed to fast video and image sharing in a mostly a “parent free zone”, with the extra protection that messages disappear after being viewed. Love these quotes from a Pew focus group:

Female (age 13): “And [Snapchat] it’s really fast like if you sent it over a text it takes like two minutes to load.”
Female (age 16): “Yeah, [Snapchat] it’s faster. And you can use Snapchat at school with the school’s website – because I have the basic phone, I use my iPod.”
Female (age 13): “[Snapchat] It’s really great. I have to admit, it’s better because I could pick the most embarrassing photo, and know that they’ll [the recipient will] see it for 10 seconds, and then I’m done.”
Female (age 17): “ And it’s just kind of fun. Because it’s like texting, but you get to use your face as the emoticon instead of an actual emoticon.”
Female (age 16): “Well, because Facebook, everyone sees what I’m doing. But Snapchat is just to one person, unless they’re a jerk and they screenshot it and post it on Facebook. But mostly it’s just the person that you’re sending it to, so it’s like a conversation.

The platform makes sense for brands trying to reach the tween and teen segments. However, one big challenge with the network is that most communication occurs one to one and requires building content that will work in that context. A few brands have successfully reached users organically with behind-the-scene looks, content creator partnerships and contests. 12 Great Example of Brands using Snapchat, includes one of my favorites from General Electric who uses Snapchat to make science cool with a broadcast from Buzz Alrin and flashbacks to its role in the first landing on the moon.

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The first ad ever to appear on Snapchat was in October 2014 for a 20 second movie trailer for Ouija as covered by Adage.

Recently Snapchat received some backlash from outlets like Techcrunch for charging what many feel to be an exorbitant cost at $750k an ad.

Snapchat also just launched a new feature that will offer advertisers and brands a new way to reach its audience. Discover offers an entertainment hub from big media companies with content packaged for millennials with pre-rolls. Some of the partners include ESPN, Comedy Central, Daily Mail, Food Network, People, Yahoo News, National Geographic and Warner Music Group.

Given that ads are so expensive and are limited in targeting and metrics for now, it’s not surprising that most brands are opting for collaborations with top content developers or investing in creating their own Snapchat-specific content. Snapchat is growing and evolving fast so it’s definitely a platform that needs to be monitored closely by marketers.

Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.

JDAnewSMpic-1Julie Diaz-Asper is Founding Partner & CEO at Social Lens Research.

Multicultural marketers have started shifting their ad dollars to mobile marketing.  Given that Hispanics are 10% more likely to own smartphones, spend 1.5 hours more time watching online video and are 11% more likely to access the Internet on mobile, it’s important that Hispanic marketers get mobile marketing right.

This month at #LATISM ’14, I moderated a panel on the important role content and social strategies play in engaging mobile-first and Hispanic-focused marketing efforts, as well as the types of messages that will be most effective.

Here are 4 key takeaways from the panelists:

1. A digital content gap exists

There’s a lack of compelling content for more acculturated or digital Hispanics.  Within the digital space, it’s challenging to find and reach this audience given the limited content that is exclusively created for Hispanics. A few start-ups have built businesses to address this gap, such as MiTu which is a Multi-Channel network who has built a Latino YouTube network and is creating web series with big players like Univision and Discovery Familia.

Ulysses Alvarado founded TuVisión Canal to fill the entertainment content gap for Hispanics. TuVisión is a platform dedicated to sharing content created by Hispanics for Hispanics.

There are over 528 million Spanish Speakers worldwide, which 259 million are currently on the Internet. Tech companies believe translating their interface will serve the need. We all know that is not true. To fill the void, Tu Visión Canal is committed to establishing itself as the new, worldwide voice for Latinos for sharing professional and user generated video, music, on-demand movies and community via our online and mobile interactive portal.
Ulysses Alvarado CEO & Co-Founder of Tu Visión Canal.

2. Companies need to translate ads for both culture and language

Companies are still relying too heavily on language translations versus crafting ads that resonate culturally with Hispanic audiences. Brands that invest in insight and understand Hispanics will stand out from the competition.

One great example is All State who leveraged research insights that showed Hispanics as being more inclined to blame bad luck or fate on accidents. All State casted a distinguished looking gentleman to “personify” bad luck in it’s Soy La Mala Suerte ad campaign. During the World Cup, All State offered fans an opportunity to send the rival team bad luck (watch promo here). This was a clever way to make the campaign more interactive, social and mobile friendly.

Culturally relevant digital ads are more appealing to Hispanic millennials. And because most Hispanics are highly engaged with mobiles and social media, it’s pivotal that brands add culturally relevant elements to campaigns in every kind of media platform. Crafting the right expressions, paying attention to nuances and variations of a language such as Spanish, looking for symbols that the audience can relate to are crucial elements to compete in a growing cross-cultural advertising market. Know the complexities of your audience.
Victor C. Soares, Editor, Sensis

3. Create engaging and rewarding mobile experiences

Mobile offers brands the opportunities to create unique, in-the-moment experiences. Mobile-dominant Hispanics spend many hours consuming content and playing games. In order to compete, ads will need to match the level of entertainment or value of offers (special deal, exclusive.)

MocoSpace got started in mobile before other social networks added mobile interfaces and has grown to 45 million users. 38% of their users are Hispanics and they have crafted social and immersive experiences to better reach and engage audiences.

We are certainly aware that our audience is highly engaged on mobile, and the Hispanic segment of our members really highlight all that you can do from your smartphone. Our members log in to play games and chat with their friends, but do not shy away from watching a video in a rich media banner, interacting with sponsored content, or adding a well-known logo to their collection of badges on their profile.
Allie Beauchesne, Director, MocoSpace

4. Analyze data to find opportunities:

Hispanics are leading mobile adoption for more advance purposes, from mobile commerce to running a business. Key opportunities exist to leverage niche uses to better target and reach this audience. Key to that is better understanding your niche target Hispanic and crafting messages that resonate.

With this growing world of data consumption and the analytics behind it, it is important to read between the lines to find these clues as to what resonates with the target community or demographic. Using a combination of cultural research, independent testing and data analytics will serve to communicate the message in a clear way to the consumer. Spanish is a language with many dialects, depending on the target audience, the marketer may want to consider the options in language and dialect.
Nydia Gutiérrez, associate, Dewey Square Group.

In the End: We are still in the experimental phase

The consensus of the panelists is that mobile is still in the experimental phase and that organizations will need to increase their investments in order to take full advantage of the opportunities that mobile provides.

Julie Diaz-Asper has spent more than two decades helping large organizations including American Express, Booz Allen and AARP innovate and pursue new market opportunities. In 2010, she launched GigCoin, the platform functions as a live panel facilitating on demand research for usability, surveys, niche community recruitments and social research contests. She launched Social Lens Research in early 2012 to offer more robust custom social research services including surveys for good programs, social research contests, mobile research and private community management. Since launching GigCoin and Social Lens Research she has worked with a wide range of customers including Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, Mobomo, CX Act, HITN, MocoSpace and Inspire.