Author| Juan Ayala
Source: www.mediavillage.com, October 2021
TikTok is leading the charge, among social platforms, when it comes to attracting Latinx consumers. That’s the assessment of Canvas Worldwide‘s Raul Tafur, Vice President, Social and Content Strategy, and Hermelinda Fernandez, Senior Vice President, Digital Investment. It’s a particular draw for young Hispanics. “Latinos consume a lot of video, but we also consume it differently,” Tafur said. “We like the overarching storylines, the complexity, the drama, the action. Instagram has done a good job at polishing things, Facebook at connecting, and Snapchat at being this pop-social platform. But TikTok is bringing you into the drama. For those living in a mixed culture, you want to retain your identity but also be part of the trend. That’s something Latinos weren’t able to find with Facebook or Instagram.”
“What we’re seeing a lot of on Tik Tok, unlike with acculturation, is something called retro-acculturation,” added Fernandez. Retro-acculturation refers to the conscious search for ethnic identity or roots. “Creators are really embracing things, and it’s very authentic to them. They want to speak in their native tongue. That’s what resonates a lot.”
When looked at more broadly, across all demos, TikTok has certainly shown its strength. It has amassed over 1 billion monthly users worldwide, CNBC reports. It’s also quickly becoming one of the most influential and effective platforms for marketers to reach specific audiences.
Fernandez noted that the majority of content on TikTok is on the comedic side, but the platform was originally focused on music, and called Musical.ly. “Those two genres really resonate with the Hispanic community,” she said.
What’s the best way for marketers to take advantage of the TikTok opportunity? “You have to throw out the old playbook and become agile, not only leveraging the right tools but being proactive and getting ahead of the game,” Tafur explained. “You want to set up a process to discover [influencer talent] early on to be able to work together.”
The process of going through multiple approvals between agencies and clients must also be reshaped. “Agility is crucial,” Tafur asserted.
Content creators have learned that TikTok requires a simpler production quality, but they need to maintain the message they’re trying to convey. “It crushes the whole concept of ‘finely produced’,” Tafur said. “You don’t need a $10,000 microphone or RED camera. Being agile, delivering the content for the platform and delivering the message is most important,” he explained.
Authenticity is also critical. “It all comes down to being relatable and realistic and not looking like things are overproduced,” Fernandez said. “With the Latinx community, you can’t come across as this big corporate brand. You have to come down to the community and local level.”
“The more you see of yourself somewhere, the more you’re going to engage,” Tafur added. “As a Latino, there’s nothing like seeing someone with your same skin color, the same lifestyle, [and understanding how someone] got where they are. It doesn’t just improve the story. It gives power to the people who are consuming the content.”
Fernandez believes advertisers should focus less on content creators’ metrics and look at their quality and voices instead. Someone with a low follower count can deliver a more authentic product over someone with millions of views. “Representation and community-oriented executions are so important,” she noted. “Sometimes we have to scale when it comes to engagement, and that means mixing in some people who represent the audience.”
Increased diversity is critical for not just on-camera talent, but the behind-the-scenes talent as well. It’s important to treat all talent as true collaborators. “These are human beings,” Tafur said. “Don’t treat them like they work for you; they work with you. You need to be responsible, and it’s your role to understand all the things a creator goes through.”
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