What's driving social media growth among Latinos? Here are five possibilities.
Latinos are helping define the new face of social media, either as influencers, content creators, or consultants. This is more evident from a user standpoint; social media penetration is growing faster than with the general population.
Though Latino presence has grown across all social media tools, Facebook growth is even more amazing. According to comScore, from April 2010 to April 2011, Latino Facebook users grew 167 percent (versus 21 percent for non-Hispanics). This triple-digit growth overshadows the overall Latino online market growth (24.8 percent) or Hispanics on LinkedIn and Twitter growth (53 percent and 22 percent respectively).
Latinos are catching up with the general market: Facebook has a 70 percent penetration among Latinos online versus 72 percent for the general population.
Love (Like) This
The numbers are pretty telling: Facebook is leading social media growth. Latinos are more than simply "liking" stuff: Latinos love Facebook. But what are the factors that are driving this dramatic growth? Here are some initial thoughts to this Latino love affair:
Like Me, Like Me More
Latinos are not simply growing social media presence; Latinos are driving social media growth.
Brands are catching up by building relevant content and conversations, capitalizing on this opportunity.
Though English-preferred male and young Latinos are growing at a faster pace, Facebook penetration and use is (dramatically) growing across all Latino segments.
Latinos in the U.S. and in Latin America will continue to drive growth for Facebook. Considering this love affair, perhaps a "love" button would be more on par with this oversharing, emotional, and fanatic social media audience.
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Gustavo Razzetti is EVP, Managing Director of Lapiz, the Latino shop of Leo Burnett. He has 20+ years of experience in integrated marketing communications in U.S. and Latin American markets.
A change agent, with the expertise of transforming agencies into digital at the core shops, Razzetti has become one of the leading voices when it comes to understanding the new market dynamics of US Latinos.
Former Chief Strategy & Engagement Officer at Grupo Gallegos, president of GlobalHue NY and CEO of Euro RSCG Latino. Razzetti's career is marked by extensive experience working with top consumer brands such as Comcast, Walgreens, Verizon, NestlÃ©, Chivas Regal, General Motors, Coca-Cola, and BBVA, and 200 others. He also served as CEO of Euro RSCG both in Puerto Rico and in Argentina. Prior to that, Gustavo was CEO and founding partner of WhyNet - the no. 1 interactive agency in Argentina.
Strategist by conviction, digital pioneer by choice, leader by evolution; Razzetti has received recognitions that include Effie awards, Gran Prix AMBA, Euro RSCG's CBI Award, and Strategic Planning Director of the Year, McCann Erickson. Many of the campaigns he strategically led won Cannes, Clio, New York Festival, London, and FIAP awards, among others.
On a personal note, Gustavo loves scuba diving, bicycling, gourmet cooking, and fine wines.
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