So, 2500 Latinos Got Together...

Did you sense the buzz and electricity emanating from south Florida last week? That could have been because the 7th annual Hispanicize Conference was underway, drawing in many of the most influential movers and shakers that are shaping the Hispanic story across the U.S.. Described as the SXSW of the Hispanic industry, this annual event focuses on PR, journalism, social/digital, music and film. And among a wide range of educational sessions, awards presentations, inspiring stories, best practice reviews, premieres and conversations, a few key content creation trends bubbled up to the top in regards to engaging the Latino population in the U.S.

Telling Stories in Real-Time is Hot!

As social broadcasting tools like Periscope, Facebook Live, and YouNow continue to rise in use and prominence, Latinos are tuning in regularly to live-streaming broadcasts, particularly millennials who more often than not are using their mobile phones to see what a brand is offering. Almost every presentation at Hispanicize featured some element of live-streaming or live-broadcasting, with every brand, every journalist, and every social influencer sharing strategies or asking questions about how best to make real-time connections happen on a more regular basis. A recent survey by digital research firm Global Web Index demonstrated that interest in live-streaming is definitely on the rise, with 26% percent of respondents indicating that they want to see streams from brands and companies.

It’s How You Tell the Story

Another key theme that kept showing up throughout the conference was the approach to content being shared by brands. Among Latinos particularly, cultural appreciation, personalization, and emotional connection continue to have deep importance. The consistent idea that kept being heard was the value of being more nuanced, more subtle in selling in a product. The best case studies on engaging Latinos showed that content that showcased value and relevance with strong storytelling approaches were the most successful. Celebrities and musicians still play an important role in telling these stories too, but it was clear that it’s less about speaking Spanish and more about speaking into the traditions and mindset of the Hispanic community.  

Social Content Creators Mean Strong Connections

Speaking of celebrities, at times, walking around Hispanicize was like being at a Hollywood premiere. There were people snapping pictures everywhere (selfies ruled!) and doing a lot of double-takes when they saw someone walk by. But despite the fact that many traditional celebrities were actually at the conference (stars of TV shows, musicians, nationally recognized journalists), the biggest buzz was often associated with the social influencers in attendance. Hispanic creators have developed a growing fan base reaching millions of people with wide-ranging content that targets a diverse audience, from the general market to the wide range of Latinos living in the U.S... The halls of the conference were teeming with comedians like Los Pichy Boys & OMGItsEddieG, personalities and brand ambassadors like XOXO Lizza and Pili Montilla, and social content creators like Vine superstar David Lopez and popular Snapchatter Shaun Ayala. Every content creator had amazing success stories to share on how they helped brands connect to their audience with the use of social content that reflected their demographics while clearly communicating brand values and ideas.

So what does this mean for brands?

As the Nation continues to evolve, being able to reach the fastest growing segment of the population (17% of the population and $1.5 trillion in spending power) with content they can relate to continues to be hugely important. With such a varied pool of talent to draw from, and a diverse range of storytelling techniques and content creation approaches, the time is ripe to add in more test-and-learn opportunities. From product unveilings, to an in-store meet and greets, or regularly scheduled live-streaming segments, Hispanicize helped showcase the impact of Latino taste-makers in driving traffic and engagement with brands.