Hispanicize in 2018: Scale Latinos Up the Multi-Media Ladder

HMG short for Hispanicize Media Group is the company representing this social mediacommunicating crowd whose members include Ximena Duque Maria Celesteamp160and Chiqui Delgado amp160The company sets up branded content or media campaigns with national advertisersamp160for placement on social media sites such as Facebook Twitter and Instagramamp160 Together these personalities draw more than 125 million consumers a month to their social media feeds amp160Hispanicize also works with a number of lifestyle websites catering to Latinos including its owned sites HispanicKitchenamp160and LatinaMoms and produces annual conferences in Miami and Los Angeles which cover a variety of topics and trends impacting Millennial and Generation Z citizensquotThere39s no disputing the fact that the American mainstream is rapidly changing and becoming more Hispanicquot says Joe Uva pictured below HMG39s Chairman and Chief Executive Officer who came aboard four months ago after many years in Spanishlanguage television including tenure running both Univision Communications and Telemundo through NBCUniversal39s Hispanic enterprises unit amp160quotMillennials and Gen X Latino consumers have truly embraced content consumption on mobile devices amp160They are more likely to share content with friends family and followers They are deeply engaged with social influencers who speak and resonate with them amp160They expect every brand to have its own Facebook page at a minimumquotBottom line social media and branded content will become powerful ways to ensure brands stay relevant with Latinosamp160as their community swells past 60 million people next year and beyond Uva asserts amp160quotThis should be a foundational building block of their media campaignsquot he says amp160quotIf marketers aren39t connecting with this audience in authentic ways they39re missing a very big opportunityquotMicrosoft Ford Home Depot Best Western Hotels and Prudential are among the national advertisers currently engaged with HMG on a regular basisamp160 Uva anticipates more will launch next year as his firm pursues several initiatives out to raise the profile of Latino social celebrities and in some cases take their appeal beyond social mediaamp160 One is deploying an artificial intelligence platform known as Athena Primeamp8482 that tracks Latino social media engagement from reading product reviews to acting upon influencer recommendations amp160Athena which involves a number of advanced AI algorithms and automated technology was developed by Megan Media a company HMG made a substantial equity investment in several weeks agoAnother 2018 effort will be producing a set of quotpopupquot events featuring social media celebrities on HMG39s roster amp160Each event will be livestreamed on social media with advertisers invited to participate as sponsors of the event the streamed TV feed or both amp160Sponsors also could get involved in commerce opportunities memorabilia sales for example at each site amp160HMG will share the revenues at each event with the participating celebrities amp160Uva anticipates four to six events of this nature will happen next year taking place in major Latino population centersMore content and commerce options will be explored throughout next year and not just via social media Uva promises amp160HMG is holding conversations with several linear TV networks about specific programming online and ecommerce projectsamp160 A number of digital media players also are getting inquiries from HMG about partnerships involving their social media clients or the lifestyle Web sitesWill HMG create opportunities directed at the growing universe of smart TV set and device users now estimated around 60 percent of all US householdsamp160 In time Uva believes amp160It all depends on how fast MillennialGen Z Latinos join this group amp160quotThe smart TV is going to mirror what the smartphone is able to do now but on a bigger screenquot he says amp160quotWe think it39s wonderfulamp160 We hope people engage with itamp160 Right now the smartphone is the preference of Millennials and Gen Z amp160That39s where they consume video engage with social and do most of their shoppingquotNext November HMG is working on a number of projects supporting Latino voter turnout around the country in part using research developed through Megan Media39s Athena platformamp160 The company39s threeday Hispanicize conferences next April and late Septemberearly October respectively will also focus on Latino voting power amp160While more than 27 million Latino citizens are eligible to vote according to US Census Bureau data analyzed by Pew Research Center Uva feels quotit is imperative that we not only get voter registration numbers up but also turn out the votequot amp160He is passionate about the impact the community can have on this election cyclequotWe39re not taking a partisan standquot he notes amp160quotWe want to make sure this community very concerned about its future here has the information and resources to become engagedquotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Hispanicize in 2018: Scale Latinos Up the Multi-Media Ladder

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Simon Applebaum

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Hispanicize in 2018: Scale Latinos Up the Multi-Media Ladder

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