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Nicholas Segura, Somos Agency, Hispanic Marketing
By Sarah Mote
June 24, 2015

Online Solutions to Connect with the Hispanic Audience

Nicholas Segura, Somos Agency, Hispanic Marketing

Meet Nicholas Segura, owner and founder of Somos Agency, a multicultural and Hispanic marketing firm that helps clients develop marketing communications that resonate with diverse audience. Nicholas and his insights join our spotlight on Hispanic entrepreneurship in appreciation of NCLR's annual conference, hosted in Kansas City July 11-14. Read on to see how your business can better reach an Hispanic audience and be sure to check out KC's own Hispanic entrepreneurs, featured this month among our Entrepreneurs in Action

Nielsen reports continue to find that Hispanics are younger, more tech savvy and more socially connected than any other group in the United States. One of the main reasons for this is that the Hispanic audience is 15 years younger than the U.S. general population of 42 and known as early adopters of technology. This creates a perfect opportunity for nonprofit and for-profit organizations to utilize online media tools to connect to this rapidly growing audience.

Video Streaming

With today’s free streaming services and HD mobile cameras, capturing and streaming live video online is easier than ever. Producing video for your event via streaming video will allow those who can’t attend the ability to watch from their office or home. You can also video record speakers or events to share later on your website for audiences to watch per their convenience. Finally these videos can also be shared on channels like YouTube and Facebook for free.

Social Media Channels

Social media is where the relationships, discussions and engagement begins with the Hispanic market.Reports written like “The Hispanic Imperative” by companies like Nielsen show that Hispanic audiences are on YouTube, Twitter and Facebook more than the general population by 20 percent.

With the Hispanic audience spending more time on social media channels, this is where you want to go to capture their attention. Your stories, events and information can be posted, shared and discussed with the benefits of your company getting free analytics and insights to see what kinds of media engages the audience best.

Social Media Videos

Video of an event can do so much more to tell your story than a simple post or even a set of photos. Audiences will give 60 seconds of their time to quickly watch a video about your event. You can show a great deal in 60 seconds and reports show that videos non-paid organic engagement increases an average of 450 percent. However, make your video engaging and interesting to watch by adding music and engaging interviews.


Hispanic audiences are trying to connect. Make it easy for them. To increase the “voice” of your event or cause boldly post hashtags for audiences to use while at your event. This will remind people to post and share your event onto their social media channels increasing the “voice” of your event. Your chosen hashtag should be prominently viewed on every presentation screen, on documents or flyers, everything.

Twitter Handles

More than ever individuals and even brands have Twitter handles. To enable audiences to connect with speakers, your organization or brand your Twitter handle should be prominently displayed. This can be on presentations, on an event page or within a brochure. These free tools allow the voice of your event, brand  or organization to connect via the tool that Hispanics are using more than ever.

Make the Investment

Investing in these free online tools can help you connect with the fastest growing audience in U.S. history. Hispanic consumer spending power has growing by 50 percent in the last five years. Imagine what this growth will be between 2015 and 2020.

Hispanics are an audience that share, post reviews and want to connect online more than ever. If you don’t understand these tools, take the time to learn or hire a team that understands the ever-changing landscape of social media to capitalize on Hispanic consumers. 

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