Multicultural Influencer Marketing

Why are sports leagues betting big on influencer marketing? This was a fun one I worked on with Forbes, which was informed by conversations I had with leagues like the National Football League (NFL) and NASCAR. If you haven't been paying attention, sports leagues might be the best at social and influencer partnerships out there. They understand the power of social and the importance of reaching audiences that are not their own. The National Basketball Association (NBA) has publicly stated that last season, creator collaborators helped generate more than 650 million video views across the NBA’s social and digital channels. And they are going even bigger this season (you couldn't avoid creators on opening night of the NBA). Be sure to read the full Forbes article on findings, but here are a few highlights... ➡ Connecting with younger audiences is a consistent theme across all leagues, and why they are doubling down on influencer partnerships ➡ League are prioritizing multicultural influencers and reaching multicultural fans to expand their core audiences (inside the US and outside) ➡ Some of the most engaged content is non play content. Fans don't necessarily want to watch highlights and analysis - behind the scenes content, funny player interviews, etc are some of the highest performing. ➡ Creators are becoming the players. What the PGA TOUR did with the Creator Classic is absolutely brilliant and I anticipate most leagues will follow suit. There's a lot to learn from the sports leagues when it comes to influencer marketing. I tip my hat to them all, they truly understand the assignment. #influencermarketing #socialmedia #creatoreconomy

Working on a global level, especially in marketing and healthcare, comes with challenges you can never imagine. Take cultural differences as an example. What might be a common practice for your country may be a shocker in others. And as a marketer, you cannot afford to make such mistakes. So what should you do? I have learnt from great leaders and interacted with many global marketers who taught me how to navigate cultural differences.  Here’s a quick sneak peek into it: 1. Dive into Local Cultures: Start by immersing yourself in the local culture. Research traditions, values, and everyday life to form the foundation of your campaign. Understanding cultural nuances is crucial for connecting with your audience. 2. Craft Culturally Relevant Messages: Adapt your messaging to fit the cultural context. Don’t just translate—recreate content to resonate emotionally with your audience. This approach builds a deeper connection and trust. 3. Design with Cultural Sensitivity: Choose culturally appropriate colors, symbols, and imagery. This ensures your visual elements are both appealing and respectful of cultural sentiments. 4. Build Local Connections: Partner with local influencers and brands. Their insights and authenticity help fine-tune your campaign and build credibility within the community. 5. Stay Adaptable: Develop strategies allowing regional variations while maintaining the core brand message. Adaptability enhances the effectiveness of your campaigns. 6. Navigate Legal Landscapes: Understand and comply with local advertising regulations. This not only ensures legal safety but also shows respect for local norms, facilitating smooth campaign execution. ➡ By embracing cultural diversity, your marketing campaigns will connect better with people, increase engagement, and build lasting relationships globally. Hope this helps. 🙌 P.S: How do you navigate such challenges? _________________________ Follow AmitavoBhattacharyya for more great content on leadership, marketing, and branding! 🔔 Click the bell icon to get notified instantly.

In today's multicultural landscape, language isn't just a tool—it's a bridge. For many U.S. Hispanics, especially younger generations, Spanglish isn't merely slang; it's a reflection of identity, seamlessly blending two cultures into one voice. Why Spanglish Matters: - Authentic Connection: Brands like McDonald's have tapped into Spanglish to resonate deeply with bicultural audiences, showcasing an understanding of their daily experiences. (https://bit.ly/3HoBt6i) - Cultural Relevance: Campaigns by Julia Estacolchic from Chispa and Buchanans celebrate the "200%ers"—individuals who are 100% Latino and 100% American—highlighting the power of Spanglish in capturing this dual identity. (https://bit.ly/4mMBQb3) - Consumer Preference: Studies indicate that 20% of Gen Z Latinos prefer Spanglish over solely English or Spanish, emphasizing its growing significance in communication. (https://bit.ly/4kWbstw) Key Takeaways for Brands: - Authenticity is Crucial: Avoid superficial use of Spanglish. Ensure it's integrated naturally and respectfully into your messaging. - Know Your Audience: Understand the nuances of your target demographic. Spanglish resonates differently across age groups and regions. - Collaborate with Cultural Insiders: Partner with influencers and creators who genuinely embody the bicultural experience to ensure authenticity. Embracing Spanglish isn't just about language—it's about acknowledging and celebrating the rich, blended identities of the Hispanic community. #SpanglishMarketing #CulturalAuthenticity #HispanicMarketing #BiculturalEngagement #MarketingTrends2025 ##AnaMulti #LatinoComoTu

Latino marketing, and using Latino influencers, isn’t about checking a DEI box. We’re 20% of the U.S. population & drive $4.1 trillion in GDP. So, why do Latino creators still get the smallest budgets? Why are we STILL looped in ONLY for Hispanic Heritage Month, if at all? In 2025, creators aren’t just a tactic–they are THE distribution channel. Yet most brands are still spending millions chasing “multicultural” audiences through generic messaging, while overlooking the most bicultural, digitally native, and brand-loyal group in the U.S.: Latinos. It’s a complete misallocation of funds. And brands that don’t course-correct now will get left behind. Latino creators already have the trust, the reach, and the cultural fluency to drive real conversion at scale. It's time to stop sidelining our community with diversity “scraps” and start investing in us with budgets that reflect the growth partners we are.