The Latinx population is one of the fastest-growing U.S. demographics, making up nearly 19% of the U.S. population. It is the youngest major racial and ethnic group in the U.S. By 2025, the Latinx community will account for 12% of all U.S. buying power.
They are also digitally connected. A Nielsen study found that 60% of Latinx consumers say that social media influences their purchasing decisions. One in five adult TikTok users are Latinx and #LatinoTikTok has over 3.9B views.
So, how are brands finding ways to connect with the Latinx community? With the ever-shifting demographics and consumers being more brand-conscious, but not necessarily brand-loyal, influencers, particularly Latinx influencers, have emerged as a powerhouse in driving consumer behaviors.
Latinx creators and artists are diverse, working across beauty, fashion, entertainment, education and more. They create social media spaces and content that bridge cultural gaps and embrace their heritage, culture and life experiences. As the purchasing power of Latinx consumers grows, brands need to engage with this group authentically and connect with them where they are.
What sets Latinx influencers apart?
While some might think the rise of Latinx influencers happened suddenly, the trajectory for these creators began several years ago with the launch of digital platforms mitú and PeroLike, which created content that was for Latinx by Latinx.
Jenny Lorenzo is one of the first Latinx creators I remember who made fun, familial content celebrating Latinidad with pride, humor and love. Her “abuela” skits paved the way for collaborations with brands like DiGorno and Netflix. These first Latinx digital content channels normalized diverse Latinx experiences and gave the community a platform where they could see themselves, their families,and their cultures celebrated. They also opened the doors for more Latinx creators.
