U.S. Hispanics visit Facebook more frequently and spend more time on the social media platform than the U.S. Facebook market at large. They also upload more photos and videos and post more status updates, comments and “likes,” according to Facebook’s data. They are much more likely to access the platform via mobile phone.
At the same time, advertisers have been looking for better ways to target this highly sought demographic. With 52 million in the U.S. population, Hispanics collectively have an impressive buying power of $1.2 trillion, according to Nielsen research.
To help clients and agency partners connect with this young, growing audience, Facebook has expanded its office in Miami and launched an initiative to target users of its platform that have an affinity with the U.S. Hispanic market, said Alexandre Hohagen, vice president of Facebook Latin America and U.S. Hispanic. “We have found a way to target these people in a way very few companies can do.”
Facebook has been testing the method it developed for targeting the coveted audience for months before announcing the venture and the expanded office this week during a launch party in Wynwood. Facebook has had a small office here for a couple of years, but Hohagen moved to Miami from Brazil three months ago where he was overseeing all the Latin American Facebook markets and has assumed the additional responsibility for U.S. Hispanic. Christian Martinez, previously vice president of Network and Interactive Sales at Univision, joined the team to lead the U.S. Hispanic sales effort and will also be based in Miami. About 15 people will be working in the Brickell office initially and it is expected to grow.
Facebook represents one of the largest audiences for what it calls Hispanic affinity on any platform, including U.S. Hispanic television, the company says. More than 23 million U.S. Hispanics are active on Facebook every month. “When you couple that with all the benefits a social media platform like Facebook bring to the table, it makes an extremely compelling opportunity for advertisers to take advantage of,” said Martinez.