Episode 34: La Voz Digital, How Hispanics Are Redefining Online Influence

From TikTok to YouTube to podcasts, Hispanic creators are transforming the digital world — and brands are finally taking notice.

In this episode, Jorge Mañón, CEO of Unlocking Consulting™ and The Moonfish Group™, and author of Unlocking the Hispanic Market: Untapped Opportunities for Business Growth, joins Lauren Hayes to explore how La Voz Digital — the collective voice of Hispanic creators — is reshaping influence, entrepreneurship, and authenticity online.

Discover how Hispanic digital leaders are:
 🌎 Redefining online influence through cultural storytelling
 💬 Blending Spanish, English, and Spanglish to reach global audiences
 📱 Driving trends, brand trust, and community growth
 💡 Turning connection into commerce and visibility into empowerment

With over $3.7 trillion in Hispanic economic impact and rising digital dominance, this conversation reveals why La Voz Digital is not a trend — it’s the future of influence in America.

🎧 Listen now and learn how connection, culture, and creativity move markets.

📚 Sources & Research

• Nielsen (2024) – Hispanic Digital Engagement Report
• ThinkNow Research (2023) – The Hispanic Cultural Connection
• Collabstr (2024) – Influencer Marketing Report
• Hispanic Marketing Council (2023) – Bilingual Media Trends Study
• Latino Donor Collaborative (2023) – U.S. Latino GDP Report
• Edelman Trust Barometer (2023) – Consumer Trust Among Hispanic Audiences
• Spotify (2024) – Podcast Listener Insights
• Mañón, Jorge (2023) – Unlocking the Hispanic Market: Untapped Opportunities for Business Growth

#UnlockingTheHispanicMarket #MoonfishMarketing #LaVozDigital #HispanicInfluence #HispanicCreators #BiculturalIdentity #DigitalCulture #LatinoEntrepreneurs #Spanglish #BrandTrust #HispanicMarketing #CulturalI

Transcript

🎙️ Episode 34: “La Voz Digital – How Hispanics Are Redefining Online Influence”

Welcome to Unlocking The Hispanic Market, brought to you by The Moonfish Group and Unlocking Consulting.

This is Episode 34: “La Voz Digital – How Hispanics Are Redefining Online Influence.”

Today we explore how Hispanic creators, entrepreneurs, and everyday voices are reshaping the digital landscape — from TikTok and YouTube to podcasts and beyond. With bilingual storytelling, community trust, and authentic connection, Hispanics are not just part of the online conversation — they’re leading it.

Your hosts are Jorge Mañón, CEO of Unlocking Consulting™ and The Moonfish Group™, and author of Unlocking the Hispanic Market: Untapped Opportunities for Business Growth, and Lauren Hayes, a marketing strategist and cultural insights specialist who helps brands connect authentically with multigenerational audiences.

Here they are now.

🎙️ Jorge:

Thank you, and welcome back to Unlocking The Hispanic Market. I’m Jorge Mañón.

🎙️ Lauren:

And I’m Lauren Hayes. Welcome back — we’ve got a fascinating topic today: how Hispanics are transforming the digital world, one post, one podcast, and one story at a time.

Segment 1 – The Digital Power Shift

🎙️ Jorge:

Let’s start with the big picture. According to Nielsen (2024), Hispanics spend about 30 percent more time on social platforms than any other U.S. demographic. That’s not just consumption — that’s participation, creation, and leadership in the digital space.

🎙️ Lauren:

Exactly. And the ThinkNow Research (2023) study found that 71 percent of U.S. Hispanics follow Hispanic or Latin-American creators online, not just for entertainment but for connection. These creators are turning daily life — family, humor, culture — into relatable, viral storytelling.

🎙️ Jorge:

Creators like Jenny Lorenzo or LeJuan James have mastered it. Their sketches on family life, language, and identity go way beyond comedy — they’ve become digital cultural archives that people genuinely identify with.

Segment 2 – From Followers to Entrepreneurs

🎙️ Lauren:

And they’re not stopping at likes and shares. According to Collabstr’s 2024 Influencer Marketing Report, Hispanic influencers are among the most entrepreneurial in the U.S. — one in three runs a side business or a brand collaboration.

🎙️ Jorge:

Right. They’re building brands rooted in heritage — like Melissa Flores’ Amor Mío Beauty, which fuses Latina identity with self-care — or bilingual lifestyle collectives that bring community and commerce together.

🎙️ Lauren:

But here’s the catch: despite their creativity, the Latino Donor Collaborative (2023) found that Hispanic influencers receive less than 5 percent of total U.S. marketing budgets. That’s a huge missed opportunity.

🎙️ Jorge:

Exactly. The audience is loyal and growing, but brands still treat “Hispanic marketing” as a seasonal add-on instead of a core strategy.

Segment 3 – The Bilingual Edge

🎙️ Lauren:

Let’s talk language — because this is where Hispanic creators shine. As the Hispanic Marketing Council (2023) notes, bilingual storytelling is a superpower.

🎙️ Jorge:

Absolutely. Switching from Spanish to English to Spanglish isn’t just communication — it’s identity. It mirrors how people actually live. That flexibility expands reach: a creator can connect with viewers in Texas and followers in Colombia in the same video.

🎙️ Lauren:

And brands that embrace that bilingual fluidity — like Target’s “Más Que” campaign or McDonald’s “Me Encanta” initiative — are winning. They’re showing cultural understanding, not just translation.

Segment 4 – Platforms of Power

🎙️ Jorge:

The platforms tell an even bigger story. Hispanics are powerhouse users of TikTok, YouTube, and Instagram.

🎙️ Lauren:

And now podcasts are part of that ecosystem too. Spotify (2024) reports a 34 percent jump in Hispanic podcast listenership year-over-year, especially among bilingual Gen Z listeners.

🎙️ Jorge:

Meanwhile, YouTube analytics show Latin music videos dominate global view counts. Artists like Peso Pluma and Karol G aren’t just global hits — they’re cultural ambassadors driven by Hispanic digital fandom.

🎙️ Lauren:

Exactly — it’s proof that Hispanic digital influence doesn’t stay local. It drives global culture.

Segment 5 – The Trust Factor

🎙️ Jorge:

Now let’s talk about what really fuels influence — trust. The Edelman Trust Barometer (2023) found that Hispanics are twice as likely as non-Hispanics to trust a creator who feels like “someone from my community.”

🎙️ Lauren:

Which explains why micro-influencers — people with smaller but engaged followings — often outperform celebrity campaigns. Authenticity beats polish every time.

🎙️ Jorge:

Exactly. Hispanic audiences want creators who understand their humor, their struggles, their roots — people who sound like family, not corporate scripts.

Segment 6 – Economic & Brand Implications

🎙️ Lauren:

And here’s what every brand should remember: ignoring Hispanic digital influence is a strategic blind spot.

🎙️ Jorge:

Hispanics generate over $3.7 trillion in economic output (Latino Donor Collaborative, 2023). They’re leading in mobile innovation, e-commerce, and social engagement.

🎙️ Lauren:

So when brands partner with Hispanic creators — authentically, consistently, and bilingually — they don’t just reach a demographic. They build long-term loyalty and community credibility.

Segment 7 – Closing Thoughts

🎙️ Jorge:

So what’s the lesson? The Hispanic creator economy isn’t emerging — it’s already here. It’s redefining how culture moves and how consumers connect.

🎙️ Lauren:

And La Voz Digital — the digital voice of the Hispanic community — is shaping everything from entertainment to entrepreneurship.

🎙️ Jorge:

In my book, Unlocking The Hispanic Market, I wrote that “influence in the Hispanic community begins with connection — cultural, emotional, and linguistic.” That’s exactly what we’re seeing play out online today.

🎙️ Lauren:

So whether it’s a TikTok skit, a YouTube vlog, or a podcast episode like this one — those voices are moving markets and rewriting the narrative.

🎙️ Jorge:

That wraps up Episode 34: La Voz Digital – How Hispanics Are Redefining Online Influence.

🎙️ Lauren:

Thanks for listening — and we’ll see you in the next episode.

🎙️ Jorge:

If today’s episode inspired you or gave you new insight, subscribe, leave a review, and share it with someone who’s ready to make a real impact in the Hispanic market. Thanks for being part of this conversation.

BuzzSprout

🎙️ Unlocking The Hispanic Market Podcast
Episode 34: La Voz Digital, How Hispanics Are Redefining Online Influence

From TikTok to YouTube to podcasts, Hispanic creators are transforming the digital world — and brands are finally taking notice.

In this episode, Jorge Mañón, CEO of Unlocking Consulting™ and The Moonfish Group™, and author of Unlocking the Hispanic Market: Untapped Opportunities for Business Growth, joins Lauren Hayes to explore how La Voz Digital — the collective voice of Hispanic creators — is reshaping influence, entrepreneurship, and authenticity online.

Discover how Hispanic digital leaders are:
 🌎 Redefining online influence through cultural storytelling
 💬 Blending Spanish, English, and Spanglish to reach global audiences
 📱 Driving trends, brand trust, and community growth
 💡 Turning connection into commerce and visibility into empowerment

With over $3.7 trillion in Hispanic economic impact and rising digital dominance, this conversation reveals why La Voz Digital is not a trend — it’s the future of influence in America.

🎧 Listen now and learn how connection, culture, and creativity move markets.

📚 Sources & Research

• Nielsen (2024) – Hispanic Digital Engagement Report
• ThinkNow Research (2023) – The Hispanic Cultural Connection
• Collabstr (2024) – Influencer Marketing Report
• Hispanic Marketing Council (2023) – Bilingual Media Trends Study
• Latino Donor Collaborative (2023) – U.S. Latino GDP Report
• Edelman Trust Barometer (2023) – Consumer Trust Among Hispanic Audiences
• Spotify (2024) – Podcast Listener Insights
• Mañón, Jorge (2023) – Unlocking the Hispanic Market: Untapped Opportunities for Business Growth

#UnlockingTheHispanicMarket #MoonfishMarketing #LaVozDigital #HispanicInfluence #HispanicCreators #BiculturalIdentity #DigitalCulture #LatinoEntrepreneurs #Spanglish #BrandTrust #HispanicMarketing #CulturalIntelligence #AuthenticConnection