Leveraging Vevo Music Videos to Reach LatinX Viewers

LatinX Heritage Month is also a great time for us to reintroduce Somos Vevo to brands looking to connect with LatinX audiences through curated content bespoke performances and artists at all stages of their careers In just the past three years Somos Vevo has grown to become one of the top TV networks for Hispanic Americans with a reach of nearly 13 million Hispanic Americans through CTV aloneThe US Census Bureau recently revealed the latest census data and the Hispanic or Latino identifying population was the demographic group that grew the most to make up almost a fifth of the total US population up from 163 in 2010Itamp8217s clear that LatinX Americans are a growing audience segment with a lot of purchasing power that cannot be ignored by marketers However this segment has evolved since the last census was taken ten years ago so brands need to update their approachHere are some considerationsMulticultural and multiracialThe LatinX audience is not a monolith From Mexico to Puerto Rico LatinX people come from various countries of origin races and cultures This diversity is unsurprisingly also reflected in Latin music and music videosLatin music has become one of the biggest genres in the world today with subgenres like regional Mexican bachata salsa and those more fully engrossed in the mainstream like reggaeton However brands should not treat Latin music as one catchall genre In fact due to their global popularity certain subgenres might have more of a mass appeal than othersThere are various subgenres within Latin music such as merengue from the Dominican Republic or norteamp241o music from Mexico which reflect the various cultures and influences of their respective country or region and attract certain audiences for this reason Therefore in order to be more authentic and targeted itamp8217s imperative that brands consider these subgenres and artist preferences to account for the diversity within the LatinX population Once you know who your customers are Vevo can guide your brand in targeting the music videos that are most relevant to and watched by your customer baseThe language componentLanguage can be a unifying tool for reaching the LatinX community and Spanish used to be the default way to reach LatinX audiences for many years amp8220Which language should I use in my ad to run in Spanishlanguage programmingamp8221 is still one of the most common questions we hear from brands todayWhile incorporating Spanish language ads can still be a critical tool for connection it is not the only way As the latest census data shows we are seeing more and more Americanborn LatinXidentifying consumers this means that they are less likely to be Spanishdominant Gen Z for example is the most diverse group in the US ever but the Latinx segment of this generation is highly bilingual and Englishdominant Overall many LatinX consumers navigate freely between two cultures consuming their favorite content in more than one languageHence the question of which language to use in ad creative will become less and less of a factor Brands instead should focus on adopting inculture creative featuring a diverse cast with cultural nuances even if in English for higher engagement ad recall and memorability Studies continue to indicate that LatinX consumers are still very receptive to brands that advertise to them when consuming inculture contentLocal nuances within the United StatesWhile most of the biggest cities in the US such as Los Angeles New York City Chicago Houston and Miami are home to a large LatinX population certain cities might skew towards a particular group from the LatinX community The Southwest from California to Texas for example has a MexicanAmerican majority In California the most populous state in the US HispanicLatinoidentiying people became the largest racial or ethnic group growing to nearly 40 of the stateamp8217s population over the last decade according to the last censusFlorida on the other hand has a higher Caribbean and South American population Moreover many might not realize that cities like Denver have a rapidly increasing LatinX populationKnowing these breakdowns when targeting specific geographic locations are critical If your brandamp8217s ad creative has specific cultural references from one LatinX group it might be successful in one city but may not be relatable at all in another city For example incorporating Cuban cultural cues in your ad such as slang or food might perform very well in Miami but not for Mexican viewers in Los Angelesamp160This same concept applies to music videos and their genres Certain subgenres attract certain LatinX groups especially if that subgenre originates from that groupamp8217s respective country or region For example music videos from bachata sensation Romeo Santos see particularly high viewership in New York City which is unsurprising due to the strong Dominican diaspora hereSomos Vevo can helpMusic and culture are intrinsically linked for Hispanic Americans and music videos are a great place to reach these coveted consumers However brands will benefit greatly by incorporating these insights that Somos Vevo and our team of experts have to offer Somos Vevo has a dedicated team to unpack the cultural and regional nuance from our millions of viewers and make your marketing efforts even more impactfulTo learn more about Somos Vevo and how your brands can better resonate with LatinX consumers email advertisingvevocomThis article was written by Rob Vamp233lez Senior Director of Multicultural at Vevo and was previously posted to Vevo39s blog Top photo courtesy of Vevo

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