Pew Research Center’s “America’s News Influencers” told us that one in five Americans rely on social media news influencers. That number increases to 37% for those between the ages of 18 to 29, and even higher for Hispanic youth, along with women, Asian Americans and those with a lower income.
Our analysis of additional syndicated data reveals that young Hispanics — comprised of Generation Z and younger millennials — are fully embracing social media for news and information. For example, when MRI/Simmons asked this cohort what their most trusted media source was, this group was twice as likely to trust social media content compared to other ethnic cohorts. This high level of trust underscores the potential for effective marketing to young Hispanics through social media influencers.
It’s no wonder that there are some very prominent Hispanic social media influencers, and here are just some worth mentioning:
- Dellara: Her following is massive, and she can deliver some hard-hitting opinions on current events. TikTok: @dellara (1.4 million followers)
- Nessa: She reports on news that impacts the Hispanic community and strives to unpack complex policy topics. TikTok: @nessadiosdado (887,000 followers)
- AOC (Alexandria Ocasio-Cortez): This congresswoman likes to livestream to connect directly with followers. TikTok: @aoc (730,000 followers)
These influencers demonstrate how diverse voices engage younger Hispanics and illustrate the opportunity for brands to partner with them.
The implications for political campaigns are apparent, but they also apply to marketers across a broad range of topics, such as policy implications, health and wellness and other newsworthy topics related to a Hispanic target market. Social media influencers are essential to the Hispanic market and should be included in any marketing strategy.
To effectively engage younger Hispanic audiences through social media influencers, marketers should consider these three strategies:
- Identify authentic influencers:
Partner with influencers who resonate with Hispanic values and experiences. Look for voices like Dellara, Nessa and others who connect deeply with their communities through news and cultural commentary. - Leverage trusted platforms:
Focus on platforms where young Hispanics are most active — TikTok, Instagram and YouTube. These spaces are where news, opinions and trends drive conversation. - Create culturally relevant messaging:
Craft campaigns that align with cultural insights, addressing the topics that matter most to this demographic, from policy and health to lifestyle and entertainment.
By understanding the power of social media influencers and tailoring strategies to this growing demographic, brands can authentically connect with young Hispanic audiences and drive meaningful results.
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Opinions expressed by SmartBrief contributors are their own.