Captura Group Insights from Hispanicize 2016

Hispanicize, an annual event for Latino trendsetters and newsmakers in digital content creation, was held last week in Miami. We sent three Capturadas to support our clients, build relationships, learn about the Hispanic market and of course, experience the fiestas. Upon their return we asked each to share her first impression of the conference, as well as a key takeaway as it relates to her respective role at Captura Group. Below find the candid answers from our three participants, in the areas of content development, brand opportunity, and digital strategy.

Content Development
Carolina Sotola, Editor

First impression: Hispanicize attracts a wide variety of bloggers and influencers across different topics, themes, and even variations of Spanish.

I was impressed by the large number of bloggers and influencers that participated in Hispanicize. This is definitely a great event to produce authentic and new content for our clients by meeting and interviewing bloggers in person. There’s also a huge opportunity to develop new relationships with influencers who we don’t currently work with.

Key takeaway: Content must be authentic, simple, and relevant to your audience.

No matter the type of content you produce, or for what type of platform or brand, it must be authentic, simple, and relevant to your audience. Promoting content that has these three attributes will help your brand grow and will also connect with the consumer in a deeper level. I know this is not news to content producers, but it is definitely a good reminder when creating and editing content for a website or social media.

This same rule of thumb applies when using influencers to promote your content. Influencers and bloggers must stay true to who they are and who their audience is. An influencer’s style should integrate seamlessly with a brand’s message. If not, the risk is two-fold: brands may alienate their consumers, and influencers may alienate their fanbase. Brands should partner with the right influencer, not just any influencer.

Brand Opportunity
Anita Handson, Senior Client Manager

First impression: The conference is a positive and comforting space.

The energy at Hispanicize was very upbeat, and participants were enthusiastic and excited to be there. Brands and influencers were both represented well, and intermingled with ease. It was the perfect space for our client Unilever to launch Tu Twist, a digital campaign featuring an original webseries hosted on ViveMejor.com.

It was also comforting because I felt like my Hispanic culture was well represented in Miami. English seemed to be the second language at this event, as people would instantly greet you in Spanish. I have to admit, it was a bit out of my comfort zone talking business only in Spanish with photographers, stylists, influencers, and clients, but it was a wonderful experience.

Key takeaway: Don’t discount a segment of the Hispanic audience based on what you think you know.

I learned of so many great male grooming tips by very manly men at Hispanicize. Hispanic males love to take care of themselves physically. They have no shame in treating their beard to a moisturizing homemade olive oil and papaya mask. They take pride in looking and smelling good, whereas general market American men pride themselves on a more rugged appearance. I see a big opportunity for men’s personal care brands to thrive by targeting the Hispanic male market.

Strategy
Michelle Moscona, Co-Founder/Chief Creative Officer

First impression: The Hispanic influencer market has come of age.

My first impression arriving at Hispanicize was that the Hispanic influencer market has come of age. The conference was well attended by influencers, brands, agencies and media companies, and complete with many sponsors who had activations of different degrees.

Key takeaway: Influencers should be able to communicate their digital impact, beyond just their social following, to brands that court them.

Influencers still have a ways to go in terms of acting like publishers or mini media companies as it relates to the amplification of their content. It would be beneficial for influencers to have a solid sense of their digital impact, beyond their social follower numbers. By knowing their average social reach, engagement rate, and web traffic numbers for example, influencers can better entice the brands that court them, and move closer to “owning” their audience.

It is only a matter of time before we stop talking about “Hispanic influencers” and instead talk about influencers with Hispanic appeal. Influencer impact will soon be about appealing to the audience via culture and language vs. just being Hispanic. This will open up the space for non-Hispanic influencers to capitalize on the growing trend as well. It’s an exciting time!

As you can see, our Capturadas had a great time at Hispanicize and brought back insights that will help guide our team and clients. We’re looking forward to the continued elevation of trendsetters and newsmakers with Hispanic appeal, and the brand integration that will follow.

Until next year, Hispanicize!