Samantha Trottier and Hernan Regiardo of MATE SOCIETY on Creating Branded Content

TL;DR

The founders of Mate Society discuss the importance of targeting consumers in their native language for deeper connections and the untapped potential of the Hispanic market.

Transcript

Welcome to Restaurant Influencers presented by Entreprenuer Media and Yelp. My name is Shawn Walchef, founder of Cali Barbecue Media. I want to give a special shout out to Toast, our primary technology partner, for believing in this show. We have gotten some incredible numbers from Entreprenuer.cpom Over the last three months. Just alone we've had ... Read More

Key Insights

• 👨‍💼 The Hispanic market is often overlooked by brands, despite its size and potential impact on businesses.
• 👻 Connecting with consumers in their native language allows for a deeper emotional connection and taps into shared cultural experiences.
• ❓ TikTok provides a unique opportunity for content creators to reach a vast and diverse audience.
• 🥺 Repurposing and reediting content can often lead to unexpected success and increased engagement.
• ❓ Brands should give influencers creative freedom and trust their expertise to create authentic content that resonates with their audience.
• 🔨 YouTube Shorts, a platform similar to TikTok, can be a valuable tool for expanding reach and visibility.
• 😨 Taking breaks and prioritizing self-care is important to avoid burnout and sustain creativity and productivity.

Questions & Answers

Q: Why is it important to target consumers in their native language?

Targeting consumers in their native language allows for a deeper connection by tapping into shared cultural experiences, childhood memories, and the power of memes. This can lead to stronger brand loyalty and more meaningful interactions.

Q: How did the founders of Mate Society gain traction on TikTok?

They started by sharing a viral video that highlighted cultural differences as an international couple. They then continued to create relatable couple moments and videos about cultural differences. Their authenticity and relatability resonated with viewers, leading to their rapid growth on the platform.

Q: How can brands successfully collaborate with influencers?

Brands should give influencers creative freedom and trust their expertise. Requiring too many restrictions or guidelines can hinder authenticity and limit the potential of the content. Collaborations should focus on creating genuine, engaging content that speaks to the influencer's audience.

Q: What is the key to success on TikTok and other social media platforms?

Authenticity and relatability are key elements to success on TikTok and other platforms. Users want to see real people, real experiences, and content that they can connect with on a personal level. Sharing relatable moments, behind-the-scenes content, and showcasing genuine interactions can help in building a loyal following.

Summary & Key Takeaways

• Hernan Regiardo highlights the untapped potential of the Hispanic market, with 1 in every 5 Americans being Hispanic and a majority of Hispanics in the US being under the age of 34.

• The founders of Mate Society emphasize the importance of connecting with consumers in their native language, citing the power of memes and childhood memories that can be shared through the Spanish language.

• Samantha Trottier and Hernan Regiardo share their journey on TikTok, starting with a viral video and expanding their content to videos about relatable couple moments and cultural differences, gaining over 1 million followers in a year.