Building Real Loyalty with Latinos

Virality with Latinos is guaranteed as long as you speak to us, simply because so few brands actually dare to do it, even during the Super Bowl LX, and even though the data and the growth are undeniable. But before your brand takes that step, PLEASE consider the following:

→ 𝗬𝗼𝘂𝗿 𝗿𝗼𝗹𝗲 𝗮𝘀 𝗮 𝗯𝗿𝗮𝗻𝗱: If your brand’s mission is to empower women, then anything you do with Latinas must seek to empower them. If your brand is all about fun, then we can have fun together. It’s that simple. The starting point must always be: what is your role in our life? That way, you can integrate us instead of caricaturing us.

→ 𝗖𝗵𝗲𝗰𝗸𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹𝗶𝘁𝘆 𝘃𝘀. 𝘁𝗵𝗲 𝘀𝘁𝗲𝗿𝗲𝗼𝘁𝘆𝗽𝗲: I know there’s a temptation to make the content feel "very Latino" or "very cultural," but for it to actually be that, it just has to be real. There are many ways to talk to us, but when done, it is normally through external eyes and what supposedly "sells." Think drama between screaming women, exaggerated accents, and generic reggaeton loops. But the reality is that we are not a monolith. Some love pop, some are blonde, some are redheads. Some speak only English. Some like Shakira, others like Taylor Swift.

Whether you do it right or wrong, virality is guaranteed, because we are just not used to brands caring, and efforts are appreciated and celebrated! Let’s just focus on using the investment, the time, and your goodwill to elevate the Latino narrative. That will guarantee more than virality: it will create loyalty!

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I’m Alejandra Salazar, Speaker, Founder & CEO of CROING l Creative Agency where we work with brands that want to get closer to their audience. Here, I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.