Meghann Elrhoul
Meghann Elrhoul, Head of Global Agency Research at Twitter, said the social network has had an amazing growth of its multicultural audiences, Hispanics in particular. It now has a 67-percent penetration of the Latino segment, which represents an extraordinary increase.She said Twitter has an annual growth in the Hispanic market of 61 percent, twice as much as its closest competitor among social media. “We see that these users are looking for content and to become part of a community – the community is what encourages them most – because they find others who share their ideas and the interests they are passionate about.”Elrhoul took part in the recent CMC Power of 3 (creativity, community, culture) conference, where she presented a study taken by Twitter — and sponsored by the Culture Marketing Council (CMC) — focused on multicultural audiences. She said they did a lot of research to find out what kind of content the Hispanic audience is looking for on that social network, including a study based on three elements: the message, the messenger, and the delivery. All that to give advertisers and marketing experts the best understanding of how to use the platform to reach those audiences.
