Welcome to our first thought piece on InnovativeThinking for Latinas. These pieces will take an inside look into Latina leadership and how we are influenced, how we consume media and what moves us. First on our list was an in depth look into Latinas and Social Media.
For this study we chose to look at a wide variety of media entities and platforms that group Latinas – from celebrity pages to special causes – whether the conversations took place on a microsite, Facebook page or Twitter account. It was of great interest to find what we thought intuitively would be there among the leading Latina-focused platforms, but even more interesting what we found was not there. Read on.
Below is a summary of some of the conversations we identified, per entity/group, followed by a few key findings:
1. Latina Magazine (www.latina.com)
2. People en Español (www.peopleenespanol.com)
3. Blogs by Latinas (www.blogsbylatinas.com)
4. Shakira fan page (http://www.vivashakira.com/)
5. Juanes fan page (http://www.facebook.com/juanes)
6. Vivir Latino (www.vivirlatino.com)
7. Catalina Magazine (www.catalinamagazine.com)
8. Las Comadres Para las Américas (www.lascomadres.org)
After looking at the ins and outs of the conversations, we identified the following key findings:
(1) Common Denominators: the responses which created most buzz and interaction had some common denominators, whether the group included older, younger, mothers and/or professionals. As we sifted through some of the conversations and analyzed them, regardless of whether the platform was a Juanes fan page or a site dedicated to discussing immigration, the common denominators included:
(2) Buzz builders: Latinas are readily recommending, or not recommending, a product or service according to her experience as a consumer. Blogs that specialize in topics such as fashion, beauty, motherhood, and recommendations by people who they trust or are similar to them (other Latinas) are of most value at the moment of purchase. Latinas speak openly on profiles or individual pages on what they do, what they like, and with whom they interact. If there is a cause that is inspiring and specifically related to helping other Latinas, they promote it and “Like” it with much fervor.
(3) Our heritage reigns – It’s interesting that the call to our heritage is still extremely strong, regardless of the language we communicate in or how long we have been in the U.S. Targeting Latinas with a wide variety of compelling messaging that celebrates our Latina heritage in the right way – whether product oriented, or moving a Latina to follow a cause or celebrity, appeals to them.
(4) Language is powerful — Latinas promote themselves in English, Spanish, and Spanglish, but the Spanish language is extremely important to us. We love brands and causes that talk to us in Spanish or use the Spanish language intermittently.
There is something that we would like to add, though. In terms of marketers and media platforms attempting to reach Latinas we feel there is such a superb opportunity to reach us in different and compelling ways, not only those mentioned above. We don’t see too much about being a business owner, head of a corporation, head of a household (and those that sometimes do all three). On that note, a few weeks ago People en Español unveiled the top-line results of its annual Hispanic Opinion Tracker (HOT) Study, a study on the changing role of Latina women in the U.S. Like a few other studies mentioned earlier, the HOT study confirmed the finding that Latinas are becoming more empowered and ambitious. When asked “In what way would you like to grow and change as a woman in the next 5 years?” the top three responses were: 1) To get a better career or advance at work; 2) Continue education; 3) Become successful/become a professional.
Very interesting – and why doesn’t our media – social or traditional – reflect that?
We feel that brands that address these insights will be highly successful. If we may add a bit of a personal anecdote: absolutely all the Latinas that we know, whether those working in Corporate America, those that are stay at home moms, those that are writers, teachers or other, are extremely hard workers, entrepreneurial and ambitious. We give a yoga class while the children are at school, we freelance, we start blogs, we start companies. Where are the platforms that address that?
What we found extremely interesting is how the People en Español study states that we “modulate between two cultures depending on [our] role.” For example, the study showed that in the role as “daughters,” Latinas seem to be much more attached to their Hispanic culture (66%) than to the Anglo culture (11%). In the work environment, however, they are more attached to the Anglo culture (31%) than their Hispanic ethnicity (22%).
That is so very true, and for the brands that are looking to resonate with Latinas, pay heed.
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