Where Mainstream Media Fails, Influencers Pick up the Slack

By Gabriela Sosa, Social Media Coordinator

Many Latinos and people clued into the comings and goings of Latino social media are familiar with Lele Pons and the likes of comedians that popularized such videos as “Mexican/Hispanic Moms Be Like.” But far beyond that, Latinos are owning it in areas that perhaps some brands may not know about, or even consider unless they want to “speak to Latinos.” More than ever, Latino spheres of influence reach far beyond strictly Latino/Spanish speaking or even bilingual audiences. Today’s Latinos understand the value of their creativity, and they are shaping the American landscape unlike any other Latino generation before them. They are dominating in Instagram beauty, fitness, lifestyle and so much more.


Both Mainstream and Latino Media Drive the Need for Latino Influencers

A consistent thread that’s woven between identity, digital media and content creation is that often, influencers (of any ethnicity) come into their own because they do not see themselves represented in TV, print etc. Many consumers now turn to influencers, word of mouth, IRL and through their peers on social media, because they feel their needs are not being met by mainstream media.


Makeup artist Lauren Elyse perfectly illustrates how lack of inclusive media lead her to showcase her bold and colorful makeup looks and embrace her vitiligo. She stated in Allure magazine “There were no strong females with vitiligo that [I] could look to for inspiration or guidance.”


Considerations for Working With Latino (Or Any) Influencers

Working with Latino influencers as part of your brand’s upcoming campaign (or really any influencer) should not be treated as a means to an end. Many influencers are looking to work with brands they are familiar with and trust, or that align with their own values and that want to build mutually beneficial partnerships. Building these partnerships shows through the influencer’s work as well.

Influencer marketing should be a top consideration when wanting to connect with a more diverse, multicultural audience as multicultural individuals already over index in the influencer space.  And, while it may be easy and practical to treat an influencer post as a billboard of sorts, brands should strive to tell a cohesive story in order to connect with their audience.


Influencers to Watch

As cultural drivers, Latinos are present in many of the niche spaces that exist on Instagram and YouTube. From fitness, fashion, makeup to body positivity (or any combination thereof!) here are some favorites that already have amassed a large loyal following, or are getting there.


   @AlvaJay   @MattJosephDiaz  @SashaMerci  @Mamafierceblog    @Allthingsada


Dieste, Inc. (www.dieste.com) is a Dallas- and New York-based company with a mission to pioneer the future of how brands and cultures connect. Through our partnerships and the deployment of proprietary consumer data, algorithms and human cultural intel, combined with insightful creativity, we are able to sync brands with consumer subcultures and create successful outcomes for our clients. Dieste has won multiple Cannes Lions for their work and has been named Ad Age’s “A-list,” “Agency to Watch” and “Multicultural Agency of the Year” numerous times.  Dieste is part of Omnicom’s (NYSE: OMC) DAS Global network.


Gabriela is a Salvadoran-Mexican-American and self-proclaimed jack of a lot of trades, master of maybe one. She loves dancing, hiking, cooking and her dog Zoe. She is passionate about social media, writing and the exploration of identity through those mediums.

Dieste Inc