4 days ago
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.
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