Podcast: Univision’s Matt Kaplan and Influencer Ana Alvarado on Connecting Brands with the Hispanic Community

EB Mossamp160 Matt give us the overview on Univision UCI and the audience you reachMatt Kaplanamp160 Univision is focused on reaching the US Hispanic consumeramp160 We have broadcast networks Univision and Unimas two Spanish language cable networks Galavision and Univision Deportes Network and two English language networks Fusion and El Reyamp160 Our morning show Despierta Amamp233rica just celebrated its 20th anniversaryamp160 We39re also well known for our novellas and very relevant for our audience today news since our community knows we39re reporting authenticallyamp160 We39ve really doubled down on sports with all of Liga MX and just signed on UEFAMossamp160 How do you help brand partners engage more with your audience Kaplanamp160 Because digital is a space with such innovation we always have to be looking at what39s next and what39s new and bring that to the communityamp160 The Univision Creator Network launched two years ago to work with Hispanic influencersamp160 It39s increasingly important to our brands and our own business because we serve a communityamp160 Influencers are a natural extension of that because their audiences are really buying into themamp160 I think as you speak with Ana Alvarado you39ll see that connection based on authenticityamp160 These platforms have brought down the barriers to entry for those social media creatorsamp160 We39re wholly focused on US Hispanics and we recognize those who are building a connection with that audience so we39re bringing them into the familyMossamp160 How do you find them and then bring them on board to talk about brands Kaplanamp160 We have a team to identify and bring on Hispanic influencersamp160 We really vet them to find the right talent for the right brand so the message is authentic and doesn39t burn the relationship with the audience they39ve worked so hard to build amp160I help a select group of brands activate with influencersamp160 Brands have to trust to be willing to let go a little bit then they get enormous engagement rates because influencers are able to move people via the content they createamp160 We39re measuring that success with traditional branded content KPIs like views engagement rates likes and sharesMossamp160 Describe the tactics and platforms of a typical influencer campaignKaplanamp160 One example is for Mazdaamp160 We had Alan Estrada a travel influencer create content tied to Hiroshima Mazda39s headquarters and align Mazda with Japanese craftsmanship and traditionsamp160 Alan created beautiful content around Yabusame archers who are known for being in particular harmony with the horse so you could see the parallel to a driver in a caramp160 Alan will publish this content across his handles primarily YouTube and then we39ll distribute across UCI39s handles edited to be platformspecificamp160 Our approach to both influencer programs and branded content in general is social firstMossamp160 Have you seen a lot of lift in UCI39s own followers since utilizing influencers Kaplanamp160 Our following has steadily increasedamp160 If you aggregate all our fans across all our platforms it39s over 170 million in the USamp160 There is duplication but we have a big enough number to let us test content that generates data to derive insightsamp160 One data point example Rosy McMichael one of our influencers did a segment on Despierta Amamp233rica and she heavily promoted her appearance to her fan baseamp160 During her segment we observed an almost 20 percent lift in ratings points in her key demo of women 1834Mossamp160 What are the top three things that you think any brand needs to think about if they39re going to use an influencerKaplanamp160 First what is the processamp160 How are we going to go about finding the right influenceramp160 Second give influencers the freedom to do their thing to create the content because they know their audiences and they know what they39re going to respond toamp160 Third is having a distribution strategyamp160 It39s great to use the influencer footprintamp160 It39s a miss to not think biggerMossamp160 Now in the hot seat Ana Alvarado known to a million people across different social media platforms as LipstickFables Ana how did LipstickFables come aboutAna Alvaradoamp160 Five years or six years ago I was doing makeup and fashionamp160 I love lipsticksamp160 I thought of my videos telling a story and thought Lipstick Fables sounds funMossamp160 What was the first thing that put you on the map as an influencerAlvaradoamp160 I decided to do something different for fun and did one video called Things Hondurans Sayamp160 It was basically a parody on how we have our own slang and it just went viralamp160 I was shocked I had averaged maybe 50 views a day and it got over 5000 views in one dayamp160 I started on YouTube then Instagram came out with their videos so I39ve been doing small skits that become viral quicklyamp160 So now though I love fashion and makeup my main thing is comedyMossamp160 Weren39t you one of the first influencers Univision tapped to leverage Facebook WatchAlvaradoamp160 Yesamp160 I39m doing a parody on the Kardashians called La Kardachasamp160 It39s a twist and people have been accepting it well and we39re extremely happyMossamp160 When Univision asks you to talk about a brand how do your fans react Alvaradoamp160 Univision has been very careful choosing the brands to work with usamp160 Matt said something so important You always have to keep it authenticamp160 Make sure you don39t burn those bridges you built with your audience with fake stuff or a straightup adamp160 They want to see something that feels like it39s real then they will support both you and the brandamp160 Every brand I39ve worked with like Bud Light and Sprint I39ve been able to do my own thingamp160 That has worked for the brand tooMossamp160 Can you tell me about the Sprint campaignAlvaradoamp160 That was an interesting campaign because Sprint wanted us to find ways to use their handles iPads and phonesamp160 So I did a road trip to Mexico with two other influencers from the Univision Creatives Network and got to know the cultureamp160 We ended up in the Rise Up as One Concert where we did a live streamamp160 It was a lot of funMossamp160 I want to be an influencerClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Podcast: Univision’s Matt Kaplan and Influencer Ana Alvarado on Connecting Brands with the Hispanic Community

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Podcast: Univision’s Matt Kaplan and Influencer Ana Alvarado on Connecting Brands with the Hispanic Community

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