After catering to Latina mothers with MamásLatinas, media company CafeMom is expanding with a new user-generated mobile-first platform called Vivala that will target Millennial Latinas.
The female-targeted platform will be a hub for style, fashion, beauty, travel, design and lifestyle content, specifically with a Hispanic twist. As a Puerto Rican immigrant, Vivala's editor in chief Zuania Capó describes that this channel was much-needed for this segment. Soon, Vivala will be introducing seven founding creators, who will each host a video series. The creators will include fashion bloggers, celebrity fitness trainers and even Jackie Cruz from Orange is the New Black.
Considering that Hispanics spend about 39 percent more time than the whole population seeking entertainment on their smartphones, it's no wonder that the site for Latina women has already received more than 300,000 unique visitors in its beta launch alone.
What's Driving This Trend
- Mobile-first Hispanic Lifestyle Platforms
- There is a growing need for mobile-first Hispanic lifestyle platforms that deliver a unique experience for Millennial Latinas.
- User-generated Content Hubs
- Creating user-generated, community-driven mobile platforms can be a disruptive innovation opportunity for media companies looking to tap into niche audiences.
- Celebrity Influencer Video Series
- Partnering with celebrity influencers and social media stars to create video series on a mobile-first platform can be an effective way to build and engage communities.
Who This Affects Most
- Media and Publishing
- The media and publishing industry can tap into the growing demand for mobile-first and community-driven platforms that deliver unique experiences to niche audiences.
- Hispanic Market
- The Hispanic market is a largely untapped market for media and publishing companies looking to expand their reach and grow their audience.
- Fashion and Beauty
- The fashion and beauty industry can engage with Hispanic consumers by partnering with platforms like Vivala to deliver targeted content experiences.
