Using Micro-Influencers to Connect with Latinx Markets
Marisol Pelaez, Director of public relations
You don’t need to have millions of followers to be an influencer. Micro-influencers are a burgeoning, and accessible new segment of social media marketing.
Micro-influencers are social media content creators who have engaged followers, built-in credibility and a strong sales power attractive to consumer and service brands, and Latinx influencers are an increasingly important part of this wave of sought-after product endorsers.
A micro-influencer is essentially an everyday person with a larger than average number of followers (anywhere from 1,000 to 50,000). Micro-influencers may offer brands smaller follower counts than that of macro-influencers but because they post around niche interests, their partnerships with brands include more authentic content and can lead to more meaningful one-on-one connections. Research shows that micro-influencers generate 85% higher engagement than other influencers. Their followers also tend to view micro-influencers as a friend or peer rather than a celebrity so followers tend to trust their recommendations more. Add that equation with a cultural connection, and you’ve got some power to leverage.
When targeting segments within the Latinx markets, it is important to consider influencers who speak in a culturally relevant way, rather than just speaking the language. For example, in a recent post from Micro-influencer Xicana Mama, a Latina “mommy blogger,” she states: “My experience as a person of color of Mexican/Indigena descent is so vital to all the decisions in my life. In the midst of trying to be a natural-minded, justice-oriented, earth-friendly person, I realized there was a disconnect with me and the online world.” Working with Micro-influencers who understand cultural nuances allows for a better connection between your brand and your target market.
Here are a few Latinx influencers we think you should check out:
Kathy Cana-Murillo is the Crafty Chica, and has a large following on YouTube and Pinterest. She celebrates her Mexican-American heritage through her crafts and offers several DIYs and tutorials on social media.
Perla Farias is a young Latina mother who documents her personal life, creative projects, reflections, motherhood tips and thoughts on balancing life on her blog and Instagram.
Karla Valencia started her blog as a way to express her love for fashion. She is originally from Mexico and shares beauty, hair and fashion tips.
When considering working with micro-influencers it’s important to determine if the product or service you’re promoting is within the scope of the influencer’s usual content. And, you need to offer them the liberty of creating their own content while ensuring that they are promoting your business according to your brand standards.
Working with micro-influencers is affordable, targets local audiences, and is an increasingly effective way for businesses to connect with their markets on a personal and more authentic level. Micro-influencers go above and beyond to make an impression and create brand embrace.