There were a few relevant insights for journalists in a SXSW session Friday that was primarily designed to motivate advertisers and marketers to target Hispanics, African-Americans and Asians on Facebook.
If you want to get relevant content in front of a diverse audience on social media, you have to understand the nuances of how that audience is different from the general population, the presenters argued.
Christian Martinez, head of U.S. multicultural sales for Facebook, described a study that Facebook and Ipsos MediaCT performed last August on 1,600 Facebook users.
Where ethnic minorities used to see their physical neighborhood as the primary way they connect to their culture and heritage, now it’s through social media, said Virginia Lennon, senior vice president of partnerships for Ipsos. Where minorities used to connect in person and on the telephone, now social media provides a constant connection to their family and friends, especially for those who are separated by physical distance and even national borders.
“What it means is that these multicultural consumers live digital lives more so than their gen-pop (general population) counterparts,” she said. “They are creating neighborhoods that are fully-formed and self-formed. They are acting in an enhanced way when it comes to communication.”
Among the findings from the study that journalists might find relevant:
African-Americans are:
- Three times more likely than the general population to make a status update
- Three times more likely to upload a video
- Six times more likely to physically check-in to a location on social media.
- 39 percent use social media to discover content
- 51 percent click on video ads
U.S. Hispanics are:
- Three times more likely to message their friends on Facebook
- Twice as likely to check in
- Three times more likely to upload video
- 78 percent access the internet on mobile, more so than any other ethnic group
- 49 percent share brands on social media
- 70 percent consume ads that were recommended to them by friends
- Many prefer content that blends Spanish and English
Asian-Americans are:
- Slightly more likely to upload photos and videos
- Slightly more likely to message friends
- 40 percent use social media to discover content
- 60 percent consume ads that were recommended by their network
- Primarily consume social media on desktop computers
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