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In reviewing which social sites are the most popular as per comScore rankings, we noticed that blogging sites have gained significant ground. In Argentina, Brazil, Colombia and Mexico—the top 4 Internet markets in Latin America—three blogging platforms are among the top 10 most popular social media sites in each country. These platforms are Blogger (the #2 social media site in all 4 countries in September 2013), Tumblr (#7 in Argentina, #8 in Brazil, Colombia and Mexico) and WordPress (#6 in Argentina, #3 in Brazil, #4 in Colombia and Mexico).
In total, these 3 sites had 118 million unique visitors in September 2013 from these 4 countries. In comparison, comScore’s figures indicate that Facebook had 114 million visitors from these 4 countries in that month.
Leveraging the Love
The problem is how to leverage these numbers. Tumblr doesn’t sell ads and WordPress doesn’t seem to have an ad platform to allow advertisers to target blogs automatically by region, country or topic, for example. Blogger is owned by Google but running targeted ads by country on its blogs appears to be tricky.
So is this love of blogs among Latin Americans useless for marketers and advertisers? Not necessarily. Content or inbound marketing has grown in popularity in the United States as a way for brands to promote themselves in a subtle way, engaging their customer base. In this context, content can mean helpful posts on a subject, an e-book, whitepapers, photos, videos, games, etc., basically anything people go online to consume. However, according to research from Burson-Marstellar, brands in Latin America are using sites like Facebook and Twitter but only 12% are using blogs.
Expanding to Tumblr, for example, could allow a brand to post photos and videos. These are shared by users or re-blogged and can quickly increase brand awareness or drive traffic to a landing page for a specific campaign. Here’s an example of a very subtle form of content marketing in which Chipotle, a Mexican restaurant chain, associates its brand with sustainable farming.
While the ad has been controversial among marketing and advertising professionals, that very fact is a strong sign of its effectiveness. Tumblr lends itself well to simple posts like photos or videos, but with Blogger and WordPress, a brand may find it more effective to create a more conventional type of blog.
The value in content marketing comes from the constant engagement. While most paid media spot will usually have impact for the life of the campaign, an e-book on Slideshare, an entertaining video, a steady stream of informative blog posts, games, apps and other forms of content can have longer-lasting impact as people share them or discover them while searching.
More importantly, the social media usage habits of Latin Americans suggest that content could go a long away in strengthening brand position and be a valuable complement to ad campaigns.
To find out how we can help you reach Latin Americans via social media or any other media type, please contact us.