Representation matters when it comes to marketing, and the value of building an inclusive community goes far beyond just increased brand sentiment. Research shows that members of younger generations are more likely to consider brands that take a diverse and equitable approach to their marketing tactics when making purchases.
Hispanic and Latinx communities make up a huge percentage of Americans, and they’re taking the creator economy by storm. Working with Latinx and Hispanic influencers allows you to tap into authentic communication, improve brand sentiment, and enhance your DEI (diversity, equity, and inclusion) efforts.
Now’s the perfect time to start partnering with Latinx and Hispanic creators (if you haven’t already), so join us as we share everything you need to know.
Famous Latinx influencers in history
While the term “influencer” conjures up images of social media stars, this is just a modern adaptation. In fact, influencers have been around since ancient Rome, with famous gladiators promoting oils.
Celebrities and people with clout have long worked with companies to promote their products and leverage their influence. And there are plenty of Hispanic and Latinx influencers throughout history who have done just that.
Frida Kahlo is a celebrated Mexican painter, and her work has had a lasting influence on artists around the world. While Frida never appeared in an ad or endorsed a product during her lifetime, brands use her image in ads and on their products in hopes of leveraging the icon to increase sales.
Best known for his role as Ricky Ricardo on I Love Lucy, Desi Arnaz was also a producer, Broadway performer, and musician. In fact, experts credit Desi with bringing the conga line to the U.S. Desi, alongside his wife Lucille, promoted brands like Westinghouse and Philip Morris to their loyal fans.
Selena Quintanilla, also known as the “Queen of Tejano Music,” was a Grammy winner and cultural icon. Selena leveraged her fame to highlight brands like Coca-Cola and Agree Shampoo.
Rita Moreno is an actress and performer, and she was the first Latina to earn the elusive combination of the E.G.O.T. (Emmy, Oscar, Grammy, Tony). During her long and glorious career (which continues to this day), Rita has been the celebrity face of brands like Pizza Hut and Pepsodent.
Why bringing Hispanic and Latinx representation into your campaign is essential
The world we live in today is incredibly diverse, and this should be represented in everything you do within your marketing program (and your business in general). In fact, many people are beginning to call out brands for their lack of diversity, equity, and inclusion (DE&I) in their business practices, since it can be extremely harmful to leave out members of a community (even if it is unintentional).
As of 2020, 18.7% of Americans are Latinx or Hispanic, and experts expect this percentage to increase over time. Plus, they carry a buying power of $2.5 trillion, meaning it’s essential to create content that helps them feel like valued and empowered members of your brand community.
And while money is always a motivator no matter your industry, DE&I should be a priority regardless of the financial benefit. In 2019, researchers studied the share of online users who feel that brands take advantage of them and divided the results by ethnicity and race. Hispanic respondents expressed some of the highest levels of perceived exploitation.
Surface-level inclusivity to boost sales comes off as inauthentic as the motive behind it. But by focusing on DE&I in all aspects of business and actively engaging with the Hispanic community, brands can counteract a lot of mistrust.
Where to reach Hispanic and Latinx audiences online
And while spending time on these platforms, Hispanic audiences enjoy watching influencer content. In fact, a survey revealed that Hispanic audiences are the most likely to pay attention to creator recommendations.
Top 15 Latinx and Hispanic influencers to follow on social media right now
Top Latinx and Hispanic influencers on Instagram
Louie Castro, also known as “the baddest perra,” offers content covering everything from how to dance at quinceaneras to him trying out the latest viral challenges. He also frequently shows off his makeup skills and shares his latest outfits on Instagram.
In an interview with Good Times SC, he shared insight into the creators who inspire him, saying, “I loved watching Bretman Rock. The way he would make his videos, it felt more like he was connecting with people.”
The PolyMathMom, also known as Karla, is a content creator, artist, traveler, and entrepreneur. She crafts engraved name signs, and in her spare time, she shares photos of her stunning outfits and amazing vacations.
Mark Rodriguez is a micro influencer in Austin, Texas, who loves to share reviews of local restaurants with his followers. In the past, he’s partnered with brands like Rockstar Energy, Smirnoff, and tommie Austin Hotel.
Laura Muller is a chef and food blogger located in Chicago. She’s passionate about sharing her recipes for healthy Mexican food with her followers, and she creates her content in both English and Spanish so everyone can enjoy.
Kyso_lo, also known as Monster King, is a gender non-conforming content creator and cosplayer. She’s dressed up as a pirate king from Pirates of the Caribbean, Venom from Marvel comics, and Shego from Kim Possible, among others. In the past, she’s partnered with brands like SHEGLAM and Paramount.
Top Latinx and Hispanic influencers on TikTok
La India never misses 😌
Jeanette Reyes is an Afro-Latina TV anchor for Fox 5 Morning and Good Day D.C. When she’s not on the air or caring for her daughter, she and her husband (who is also an anchor) share relatable content on TikTok and other platforms.
@naomi_arbide #OLAFLEX My hair transformation using @olaplex 💕 take on the challenge and show me your results 💕#olaplex #hair #hairtransformation #ad ♬ OLAFLEX – OLAPLEX
Naomi Arbide is a Vegas-based content creator sharing hairstyle tutorials with her devoted followers. Whether you’re looking for a guide to “lazy” hairstyles or the perfect way to wear your locks while rocking a baseball cap, Naomi has got you covered.
In the past, Naomi has worked with brands like Olaplex, Revolution Haircare, and Shark Beauty.
@cylussandoval #ad staying comfortable during all my lifestyle needs in @cuts. Link in bio to shop and support. #cutsclothing ♬ More Than Friends – Aidan Bissett
Cylus Sandoval is a model and macro influencer sharing content about his personal style, skincare routine, and lifestyle. In the past, Cylus has worked with brands like Cuts Clothing and Abercrombie.
You can also keep up to date with Cylus on Instagram.
@berrybookpages JUDGE ME ALL YOU WANT! I have never been happier #booktok #bookwormproblems #romancebooks ♬ original sound – Berrybookpages
Michelle Lecumberry, also known as BerryBookPages, is a nano influencer and member of #BookTok, a community of readers on TikTok who discuss their favorite reads. She brings a comedic approach to her book-related content and loves to showcase her huge collection of novels.
@saint_travels New York City & New Jersey Date ideas #newyorkdateideas #nyc #nj #newjersey ♬ Dream – The Pied Pipers
Anthony Rodriguez is a travel influencer sharing the best restaurants and top tourist attractions to try out. Most of his content is focused on New York City since that’s where he lives, but he also talks about cruises, New Jersey, and more.
You can also find Anthony Rodriguez on Instagram.
Top Latinx and Hispanic influencers on YouTube
Jenny Lorenzo is a comedian, actress, and macro influencer. She formerly worked at Buzzfeed, where she co-founded Pero Like, and served as a producer with mitú. On YouTube, she creates sketches where she pokes fun at being Hispanic with characters like Abuela, Maruchi, Flor, and more.
Fernanda Ramirez is a mega influencer in Vancouver who creates content about her lifestyle, fashion choices, self-care practices, health, and productivity. In the past, she’s partnered with MAC Cosmetics and Garage.
Xenia Zee, also known as Chef Zee, is a macro influencer and “grandma-certified” home chef who shares a ton of recipes for traditional Hispanic food, Dominican cuisine, and Cuban meals. She also shows her viewers how to “Hispanicize” their everyday food.
Meli Rodriguez is a makeup creator who shares #GRWM videos and reviews on the latest products so people can decide whether they’re worth purchasing. In her YouTube videos, she’s covered brands from E.L.F. to Beauty Blender, and she’s partnered with businesses like BOXYCHARM and L&L Skin.
Santos Andujar is a YouTuber with a passion for subscription boxes, and he’s partnered with quite a few to unbox them and showcase the products inside. When he’s not getting his latest shipment, he’s posting gym content and reviews of various products like MVMT watches and Rule of Threads clothing.
Key takeaway: Partnering with Hispanic and Latinx creators is essential for your brand.
The people you choose to represent your brand also showcase your business’ overarching goals and values. By focusing on creating an inclusive program, you’ll generate goodwill and positive brand sentiment within the Latinx and Hispanic communities and pave the way for massive brand growth.