Social media presence has become a crucial part of
fashion and beauty brands marketing strategies. This is due to the power that consumers
have built through huge followings of potential customers. Companies have reacted
by joining these platforms to control their brand image and to form organic relationships
with consumers. Many fashion brands such as Alexander McQueen, Giorgio Armani,
Burberry and Marc Jacobs have mastered these social media platforms by creating
content that resonates with consumers. Brands also use social media to get a seal of
approval from Beauty and Fashion Gurus who have viewers following every product
review, fashion haul and tutorial. A great review can have items sold out
in minutes; which benefits both the brand and the blogger. The blogger can
generate income by charging a flat fee or a percentage of sales from income earned by their reviews. These social media strategies cost very little compared to
huge marketing campaigns and trusted more by consumers.
What about the Social Media Influencers in Latin
America and the Caribbean? Have retailers yet to truly tap into their power? The
answer is, they have barely scratched the surface! This region has a tendency
to slowly adapt to new social media platforms and technological advancement. Retailers still use traditional
media such as radio, television ads and newspapers to advertise their products.
Shockingly, Latin American newspapers and magazines have averted the print media
crisis; enjoying rising circulation and advertising revenue[1].
So why should retailers even expand to social media? Our age demographics is why; “40% of the population in Latin America and the Caribbean is under the age of 30, making us the
second-youngest region on the planet.[2]”
This young population is increasing its presence and is the most active user of
social media sites. Therefore social media is crucial to reach your consumers and
market your product. However 29% of vloggers are located in the US,
Brazil comes in fourth place with a mere 4.19% [3]and
no other Latin American and Caribbean country even makes the list.
This is actually a great thing! This means the v-loggers
in this region has a monopoly on influencing the viewers in their respective
countries. The fashion and beauty industry in this region is booming; from existing
brands expanding into the area; as well as native brands experiencing increase
growth. One country leading the pack is Brazil, “cosmetics sales in Brazil hit
$43 billion in 2011, a growth of 142% in five years”[4]. As
these brands begin to enter the market; they have to understand the power and
cost effectiveness of social media marketing.
The social media influencers in these regions don’t receive
the same perks, recognition or compensation that their personal brands deserve.
They have yet to monetize the value that these social media gurus warrant with
their impressive following and influence. Whether it be TAP from the Bahamas (who
has vocalized her frustration on this issue before), Puerto Rican Lance Rios, Brazilian
Beauty and Fashion Guru Camila Coelho
or Jamaican vlogger Carla Moore; whose videos 'countryfromlongtime'
get
more views than some local television programs. Not saying that ALL retailers are blind to
these influencers power. Brands have certainly recognized Brazilian beauty
Camila Coelho; who has an impressive 1,404,364 subscribers on Youtube and
954,468 likes on FB. She shoots makeup tutorials and fashion hauls on
two Youtube channels one in Portuguese and the other in English. Her blog Super
Vaidosa has advertisements from The RealReal, Zulily, Sigma and numerous
others that surely generate her revenue. However, I haven’t seen anything from
the big brands that she features on her fashion hauls such as Zara,HM and Urban
Outfitters. Another vlogger who has creatively incorporated brand advertisement
is a group whose YouTube channel is called Collage Dem. They
create hilarious videos that address the humor in Bahamian social issues. Their
most popular video has 69,968 views and has partnered with Islandz Market in an
innovative way. Rather than a blatant advertisement, you can’t tell when the advertisement
starts and the skit ends, by making the advertisement just as hilarious as their
normal content.
Example of innovative marketing
with cellphone case retailer on social media platform
Lance Rios best known for site
called “Being Latino”, which has an
impressive 700,000 likes on FB. Rios has intrigued major brands about truly integrating with social media in a creative and
innovative way. He believes that brands are starting to get the power of engagement
on social media platforms. Rios has achieve impressive engagement percentages as high as 25%, which is double the average. He is also involved in 3 other companies that interacts with Latinos in a digital space.
Fortunately for Retailers
and social media influencers, the window of opportunity has not closed. The
Latin America and Caribbean region is still seeing significant growth in social
media registration while the US
market is already stagnant. Retailers just have to adjust their marketing strategies
to meet the new era of social media influencers.
Authour: Tara Robinson
[1] https://knightcenter.utexas.edu/blog/00-13822-diversity-latin-american-markets-drives-paid-content-strategies
[2] http://infosurhoy.com/en_GB/articles/saii/features/main/2011/03/28/feature-01
[3] http://www.sysomos.com/reports/bloggers/
[4] http://www.forbes.com/sites/andersonantunes/2014/01/16/brazils-booming-beauty-industry-births-a-new-billionaire/
http://www.forbes.com/sites/giovannirodriguez/2014/01/01/can-a-latin-american-entrepreneur-help-disrupt-social-media-marketing-in-2014/
http://www.forbes.com/sites/giovannirodriguez/2014/01/01/can-a-latin-american-entrepreneur-help-disrupt-social-media-marketing-in-2014/
