Photo Credit: Lily Lee of Lily Petals World.
According to the Pew Research Center it is predicted that by 2055 the U.S. will have no single racial or ethnic majority. As a result, brands and agencies are beginning to rethink their multicultural marketing strategies to be more relevant to current and future consumers. The use of social media influencers is an often utilized tactic, especially by marketers looking to target specific ethnicities. But what makes these multicultural influencers so relatable? We’ve broken down how their content manages to appeal to an increasingly diverse population:
They Create Universally Relatable Content: Influencers who have grown up in a multicultural home or in several countries during their childhood have a nuanced understanding of culture. By creating content that is universally relatable, these influencers can appeal to a wider range of demographics and avoid isolating one culture over another. As an example, YouTube Influencer Lily Lee, a Korean woman married to a Kenyan man, showcases the ups and downs of raising a multicultural family. Through her content, she often sends the message to viewers that her family is no different from any other. Multicultural influencers are thus able to serve as a bridge connecting diverse audiences.
They Provide Content In Multiple Languages: Multicultural influencers are often able to communicate with their global audiences in two or more languages, typically by providing captions on video content. For example, YouTuber Jo, from Damon and Jo, often speaks and captions in Portuguese for her sizable Brazilian audience. Many digital influencers even have their videos translated into multiple languages, in the hopes of increasing their global appeal.
If your brand would like more information on how to work with multicultural influencers for your next campaign, contact Trending Family today!