The Latinx population is one of the fastest-growing U.S. demographics, making up nearly 19% of the U.S. population. It is the youngest major racial and ethnic group in the U.S. By 2025, the Latinx community will account for 12% of all U.S. buying power.

They are also digitally connected. A Nielsen study found that 60% of Latinx consumers say that social media influences their purchasing decisions. One in five adult TikTok users are Latinx and #LatinoTikTok has over 3.9B views.

So, how are brands finding ways to connect with the Latinx community? With the ever-shifting demographics and consumers being more brand-conscious, but not necessarily brand-loyal, influencers, particularly Latinx influencers, have emerged as a powerhouse in driving consumer behaviors.

Latinx creators and artists are diverse, working across beauty, fashion, entertainment, education and more. They create social media spaces and content that bridge cultural gaps and embrace their heritage, culture and life experiences. As the purchasing …

Tags Marketing Strategy, Marketing Tips, Social Media, Social Media Marketing