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Forbes
6 days ago
- Business
- Forbes
Micro-Influencers: The Secret To Engaging Multicultural Audiences
Tony Gonzalez is Co-Founder and CEO of Mundial Media, a leading contextual marketing platform focused on multicultural audiences. Traditionally, marketing was never really about connecting with people. But in 2025, connecting is everything. And it's not just about reaching as many people as you can—it's about sharing the right messages with the right people. There is no one-size-fits-all formula for brands seeking to engage multicultural audiences meaningfully, and no mass-produced playbook fits this purpose. One of the most underused yet effective tools in this space? Micro-influencers. After years working in this field, I've found that the most influential voices often aren't the loudest. They're not polished celebrities or fleeting viral sensations but respected figures in their circles. They connect with their audience because they're part of that audience. This isn't just theoretical. According to Nielsen, 63% of Latino consumers say they're more likely to purchase from brands that include people like them in their advertising. Representation drives connection and conversion. Most campaigns fail not because they offend, but because they feel hollow, crafted from the outside looking in. You can't Google your way to cultural intelligence; you need to live it, or collaborate with someone who does. That's what makes micro-influencers so powerful. They're not trying to represent their communities; they already do. Whether they post about family dinners, skincare or parenting, their content stems from their experiences. That's what makes them credible, and that's what earns trust. I understand the pressure to deliver big numbers—impressions, clicks, reach. However, with multicultural engagement, depth often matters more than scale. Some of the most effective creators I've worked with have fewer than 10,000 followers. However, their audience listens because they have a shared experience. It's more of a conversation than a broadcast. That drives real impact, whether changing perceptions, launching new products or telling community-rooted stories. Nike gets this. One of the brand's most celebrated efforts, the 'Nothing Beats a Londoner' campaign, tapped into the energy and diversity of London's youth by spotlighting local athletes who reflect the city's multicultural makeup. Rather than centering on celebrities, Nike showcased over 250 real people from various neighborhoods, allowing them to tell their own stories of identity, resilience and perseverance. The result felt more like a celebration of community than a marketing campaign—and that's the point. Nike consistently taps local micro-influencers to promote products and tell stories of culture, identity and shared experiences. It's not just marketing; it's a connection. Authenticity isn't optional. A Stackla study found that 88% of consumers say it's essential when deciding which brands they support, and 79% say user-generated content strongly influences their buying decisions. One mistake I see often is brands overscripting influencer content. The result? They create posts that feel more like commercials than creative expression. If you're working with someone who has built authentic trust with their community, let them tell your story in their own voice. Show how your brand fits into their life, not vice versa. Marketers accustomed to tightly controlling messaging may feel uncomfortable with this approach; however, embracing flexibility can create resonance and ultimately drive conversions. If you're only tracking surface-level metrics—views, likes and click-through rates—you're missing the bigger picture. Instead, could you focus on cultural traction? Are people tagging friends? Are they commenting in their native language? Is there meaningful conversation beyond comments like 'cool' or 'fire'? That's when you know content has made an impact. Sometimes, even bypassing influencers to ask, 'What's the word on the street?' yields more profound insights. Direct messages. In-person conversations. Anecdotes. These moments often matter more than analytics dashboards. Don't just show up for one month a year. Black History Month, Hispanic Heritage Month and Asian American and Pacific Islander Heritage Month are important observances, but showing up only during these designated times doesn't foster lasting relationships. People notice the difference between marketing to them and investing in them. Consider how McDonald's demonstrates its commitment with its ongoing Black & Positively Golden platform. Rather than running a one-off campaign, the brand consistently partners with Black creators, entrepreneurs and artists to elevate authentic stories throughout the year. (Full disclosure: McDonald's is a client of ours.) Consistency and continuity build trust. Bring micro-influencers into your events, content and product development year-round. That's how you create meaningful connections that last. We live in an era of fast culture, short attention spans and trust that must be earned, not given. Traditional marketing playbooks too often underserve or misunderstand multicultural consumers. Micro-influencers aren't a silver bullet but a smart, strategic starting point. They live the culture. They understand the nuance. And often, they already have the audience you're trying to reach. Treating them as partners, rather than channels, fosters genuine, mutually beneficial and lasting relationships. And in this business, relationships are everything. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Yahoo
01-04-2025
- Business
- Yahoo
Mundial Media's Patricia Linares Named to Inc. 2025 Female Founders 500 List
Inc.'s eighth annual Female Founders list highlights the nation's top business leaders who challenge the status quo to tackle some of the world's biggest problems LOS ANGELES, April 01, 2025--(BUSINESS WIRE)--Mundial Media, a leading contextual marketing platform specializing in multicultural audiences, today announced that its Co-Founder, Patricia Linares, has been named to the prestigious Inc. Female Founders list. The list honors a bold group of 500 women whose innovations and ideas lead their industries forward. "No one is more deserving of this honor than Patty whose passion and relentless dedication have been the driving force behind the success of Mundial Media," said Tony Gonzalez, CEO and Co-founder at Mundial Media. "As one of the few female leaders in multicultural marketing, Patty's leadership has been instrumental in the growth of our brand and the development of our Cadmus AI engine, which has set us apart in the industry." Each year, Inc. editors review thousands of applications, highlighting female founders who are challenging the status quo and tackling some of the world's biggest problems. They cull applicants through three rounds of judging, looking specifically at an entrepreneur's bona fides in the past year. Criteria include quantifiable metrics such as revenue, sales, growth, funding, and audience size. Inc. also looks for qualitative metrics, including social media momentum and impact stories. "I am so honored and humbled to have been included on this list of incredible female founders," commented Linares. "To have been at Mundial Media from inception has been one of the great privileges of my career. The company's growth has been nothing short of amazing and we can only go up from here, it's such an exciting time to be a female founder!" Under Patty's leadership, Mundial Media has expanded its client base and headcount and executed several successful campaigns for large brands, resulting in a 341% revenue growth. Since July 2023, Mundial Media has achieved a 200% increase in its client base, now partnering with over 30 clients across a variety of industries. This growth speaks to brands' trust and confidence in Mundial Media's ability to deliver data-driven, culturally resonant campaigns that effectively connect with multicultural audiences. Patty's leadership has been instrumental in developing and succeeding Mundial Media's proprietary technology, Cadmus AI. Mundial Media has processed over one billion data points in the last year through the Cadmus AI engine. This vast data set enables the company to create highly personalized, relevant advertising campaigns, particularly for Hispanic, APPI, Black, and LGBTQ+ audiences. The ongoing expansion of this data pool ensures that Cadmus AI remains at the forefront of contextual advertising, consistently delivering culturally nuanced and precision-targeted campaigns. "Female founders know what struggle is, but they're also experts in improvisation, adaptability, and creativity. The women featured on this year's list exemplify these qualities. Through times of uncertainty, their unwavering dedication and steadfast leadership are inspiring and vital to driving progress," said Inc. executive editor Diana Ransom. To see the complete list of honorees, please visit About Mundial Media Mundial Media is an NMSDC-certified, Hispanic-owned contextual marketing platform that helps brands authentically connect with diverse audiences. Born from the need for a holistic marketing solution, Mundial Media blends multicultural insights with a robust data-driven engine to create genuine emotional connections between brands and their audiences. Its proprietary Cadmus AI engine provides scale and reach that is culturally nuanced and differentiated. As privacy-first approaches become the new norm, Mundial Media targets audiences using first-party contextual technology, bypassing the reliance on third-party cookies. For more information, please visit About Inc. Inc. is the leading media brand and playbook for the entrepreneurs and business leaders shaping our future. Through its journalism, Inc. aims to inform, educate, and elevate the profile of its community: the risk-takers, the innovators, and the ultra-driven go-getters who are creating the future of business. Inc. is published by Mansueto Ventures LLC, along with fellow leading business publication Fast Company. For more information, visit View source version on Contacts press@ 213.394.0698 Sign in to access your portfolio
