Lance Ríos From Being Latino: 95% Of Advertisers Feels That Marketing With Influencers Is Effective

Lance Ríos, Founder at Being Latino, Chairman of the panel Digital Influencers with the Hispanic influencers Jorge Narváez, Kay-Lani Martínez and Oscar Miranda. “The power of marketing with influencers is huge. 95% of advertisers feel it is effective, 94% of consumers think it is more reliable than an ad” explained Ríos. “The keys to being successful in marketing with influencers are: innovate, persist and experiment. This business must be aligned with the entire advertising ecosystem, including PR, creative and media agencies.”According to Ríos, the advantage of working with influencers is that they create content with which people can relate and identify, as opposed to celebrities. They are experts in creating close content. He explained that there are several categories in which they specialize as a family, relations and food. “I started by accident, but I feel very lucky to be in this world. Not many understand it, but the truth is that it has been a very exciting trip” explained Martínez, beauty blogger. “No one knows our audience better that us, it can’t sound too sponsored, so brands must listen to us. We know what works and what not. It is very important to maintain communication lines open and agree on things before they go public.”When they started, they only made content in English. With all the changes they have seen in the market they discovered that language is only a tactic, it int’s a barrier for influencers. Most create pieces in English that can coexist with several U.S. markets.