The Content Marketing equivalent to “You are what you eat” is “You are what you read.” So we took a look at the top content categories across several Latin American countries — Brazil, Argentina, Venezuela, Puerto Rico, and Mexico — to better understand these audiences. Sure, metrics are used to measure engagement, but the real value is not the numbers themselves, but what the numbers reveal about people.
What do content consumption patterns reflect about Latin Americans?
A country known for its beaches, namesake waxing technique, and riotous festivals, is most engaged with content related to sex, beauty, and mental health. Image consciousness is not only valued in content, but is also an economic boon as the country’s beauty industry is poised to overtake Japan as the second largest in the world within the next few years. Brazil also happens to spend the most on perfume than any other country in the world.
While Brazil prides itself in having raised some of the finest football players in the world, Argentina takes their passion for the sport to a whole new, almost spiritual level. Argentines have compared Pope Francis as “the Maradona of priests.” Pope Francis himself has tried to harness the power of football to promote world peace. Go figure that the top two categories are Religion & Spirituality and Soccer. In third place is Book content.
Venezuela takes to a different sport – Tennis – as the top category followed by Fashion. Venezuela dons more tiaras than any other nation across all the major beauty industry contests – Miss International, Miss World, Miss Earth, and if that’s not enough, Miss Universe. The country’s unparalleled success on the pageant stage, however, has failed to translate economically. To cope with the hardships of having the world’s highest inflation rates, Venezuelans resort to comedy, making it the third most popular content category.
Puerto Rico prefers the club to the racquet, with Golf as the top category. As Puerto Rico is home to an ageing population of 15% aged 65 and over, it comes as no surprise then that Retirement and Nutrition content come in second and third, respectively.
Weight loss tops the content scale for Mexico, the most obese country in the world. News on crime and international affairs come in after. With the homicide rates soaring after the start of the Drug Wars in 2008, Mexico has been grappling with gaining control over the situation as it’s spilled across boarders.
Context clarifies content clarifies context. By understanding what your audiences are engaging with, you can more effectively understand what matters in their day-to-day lives and connect with them on an authentic level. Developing this human connection with your audience is ultimately what brings them back for more of your content.