Mainstream media often present Latinx cultures through one-dimensional stories. In contrast, Latinx creators build authentic connections with their followers by creating content where their audiences see themselves reflected in their challenges, aspirations, joys and unique cultural experiences of being ambicultural in the U.S.
Top Latinx creators like Mike Alfaro, Abelyn Salazar, Leo González, Sofia Bella, Jesus “Nalgas” and many more have found success in creating partnerships with culturally relevant content for brands like Rare Beauty, Savage x Fenty, Duolingo, McDonald’s, Sephora, Disney and more.
Brands getting it right
A recent campaign by Amazon Fashion’s The Drop, a series of collections curated by influencers that highlight current fashion trends, for Latinx Heritage Month is a great example of engaging with this growing demographic through authentic representation. In the “without tú there is no cultura” campaign, Latinx influencers curated capsules that show how their culture, heritage and life experiences inspire their style and fashion choices.
Bumble recently partnered with actor/director Michael Cimino and his mother, Debbie, to build his Bumble profile together. The “Mami Knows Best” spot perfectly captures the close-knit family dynamic prevalent in Latinx cultures. What is great about this spot is that it normalizes dating conversations between Latinx parents and their children, making it relatable to this community, as talking about dating with parents isn’t the cultural norm unless it’s serious.
This isn’t the first time Bumble has partnered with Latinx artists and creators. In 2020 they partnered with Latinx creators to produce a three-part YouTube series called “Pure Corazon.”
