These mini series of articles explore the great opportunity that LatAm represents for social platforms and digital strategy, leveraging user-generated-content (UGC) focused on arts, science and culture.

1. <HOLA LATIN AMERICA> _Part 1
Why are all tech companies still thinking that China should be their one
and only focus for Social Media and Digital Strategy?
Let me tell you about the 337 million internet users that they’re overlooking…
These mini series of articles explore the great opportunity that LatAm represents for social platforms
and digital strategy, leveraging user-generated-content (UGC) focused on arts, science and culture.

2. Latin America has the fastest growing internet population in the world,
surpassing Asia with a 50% penetration–and that number is growing. Latin
America is catching up to bigger and more established markets like Europe
and the United States through one vital outlet: social media.
Latin American internet users spend an average of 10 hours on social media
a month, five more hours than the world average, with the majority of users
fitting into the 18-44 age range. In the region, Facebook dominates as the
top social site with over 200 million users across Latin America. This
contributes to a growing engagement with social media year after year.
Latin America is a perfect example of the social activism movement online.
With the numbers constantly growing, it’s clear that Latin Americans
are vocal people who will use online social platforms to voice their concerns,
opinions, and comments on current events.
Sources: http://thesparkgroup.com/latin-american-social-media/, https://www.linkedin.com/pulse/impact-social-media-latin-america-cesar-fabian-garcia-jimenez

3. Regions Population
(2016 est.)
% Pop.
America
Internet Users
Jun. 2016
% Population
(Penetration)
% Users
America
Facebook
Jun. 2016
North America 359,429,293 36.5% 320,067,193 89.0% 45.4% 223,081,200
South America 415,413,166 42.1% 277,023,754 66.7% 39.3% 229,242,500
Central America 168,305,081 17.1% 89,201,349 53.0% 12.7% 86,760,000
The Caribbean 42,401,541 4.3% 18,526,199 43.7% 2.6% 10,972,840
TOTAL Americas 985,612,081 100% 704,818,495 71.5% 100% 550,056,540
327M
PEOPLE
There’s an extra-grande opportunity here:
Already consuming content
through social media
Source: http://www.internetworldstats.com/stats10.htm

4. Even though LATAM has 33 different countries with very different cultures and micro
cultures, there are several digital characteristics that they have in common:
Little design and a lot of virality and buzz due
to the relevancy of the content –there’s no
need for a grand artistic production to achieve
great impact.
Phrases and content go viral by empathizing and
generating emotional connections with users.
By culture, they are 24%
MORE EMOTIONAL
They amplify their feelings and what they express when
it’s related to Happiness, Anger and Beauty.
*
Source: http://www.gallup.com/poll/184631/latin-americans-lead-world-emotions.aspx
BUT,
WHY?

5. This emotional factor –maybe not so great when making investment decisions,
but for social media it’s like liquid gold. Strong reactions and feelings on the
web don’t always mean better content, but when they come from a place of
art, science and technology they have the power of bringing people together
into communities rich in knowledge thanks to shared interests and passions.
Latin America has become a nurturing hub for creatives of every type that
generate beautiful content by the minute, far from the celebrity/fitness/gossip
topics that we’re so used to seeing everywhere.
Content generators have realized that they can magnify their reach through
social media without having to compromise to the sensational news current.
Meet the makers and the countries they call casa.
@literaluis for @project1324

6. 98% of internet users are connected to social media
(65% of population)
UGC Main Topics
Everyday Life Social Conscience
• Lifestyle
• Social Events
• Vanity Subjects
• Tech
• Politics
• Complaints
• Activism
• Solidarity
40% of online time is devoted to social media
Average 3-4 hours a day
98%
40%
A very aspirational and
digitally thirsty culture.
M E X I C O

7. Luis Ruiz @literaluis
Literaluis
literaluis.tumblr.com
19-year-old Mexican artist &
multi-dimensional illustrator.
Self-defined “travelographer” and
founder of discovery and travel site
walkingmexico.com
Fernanda Calderon @walkingfer
Walking Mexico
Artist
Traveler
One of Mexico’s most influential
contemporary urban artists.
saner.com.mx
Edgar Saner @saner_edgar
Saner
Artist
Multimedia artist & designer, world-
renowed taco-eating-machine.
htore.com
Hector GHF @htore
HTORE
Designer

8. Juan Abascal @jcabascal
Un Recorrido Pelagico
jcabascal@me.com
Underwater photographer, obsessed
with pelagic species & BF with Great Whites.
Mom, Music Director & Traveler. First Mexican
woman to conduct in New York City.
alondradelaparra.com
Alondra de la Parra @alondradlp
Music Director Queensland Symphony
Diver
Conductor
Up and coming funny lad, praised for
his “Mama Watts” sketches.
wattsopa.mx
Oscar Sanchez @wattsopa
Wattsopa
Comedian
Food writer and culinary guide in New
York City. I currently runs the tourism
company ”Eat Mexico.”
themijachronicles.com
Lesley Tellez @lesleytellez
The Mija Chronicles
Food Writer