December 12, 2016
Via PR Newswire
mitú, the leading digital media company bringing a Latino POV to mainstream media, announced today the launch of its channel on Snapchat Discover. Starting Dec. 13, mitú will create exclusive videos, articles, photos and animations on the Snapchat platform. With new content 7 days a week, 365 days a year, themes feature mitú's authentic, unapologetic approach anchored in humor, food, family, relationships and more.
"It's important to us to provide editorial perspectives that fully reflect all members of our community -- and equally important to find the right partner with a unique and authentic point of view. Snapchat and mitú have a lot in common -- we both want to create entertaining and informative content for a mobile-first audience. It made perfect sense for us to join forces and we're excited to welcome them to our Discover lineup," said Nick Bell, VP of Content for Snap.
"Our content has really struck a chord with Latino youth because it speaks authentically to their unique experience and POV," said Roy Burstin, mitú's CEO. "We are honored to partner with Snap to bring our voice to the Discover platform. Snap is an incredibly forward-thinking company that understands the importance of connecting with what is the most strategic demo in American youth today."
In less than 36 months, multicultural youth will be the majority in the US, meaning over half of Americans under 34 will be from culturally-diverse backgrounds. Reaching them demands new strategies. mitú and Snap plan to feature daily Discover content aimed at entertaining and engaging cross-culturally, informed by mitú's deep insights and relationship with Latino youth.
Research shows US Latinos are two times more likely to share content and that they share nearly five times as often, leading to heavy, cross-cultural influence. In the US today, there are over 56 million Latinos and they are one of the fastest growing segments in the US.
"Our partnership with Snap provides an immediate, at scale opportunity for brands to reach and engage with the new mainstream," said Danny Johnson, Chief Marketing Officer at mitú. "Historically, brands have spent huge budgets on Spanish-language television, yet the majority of the young Latino audience today is English dominant, and digitally native."
Founded in 2012, mitú now drives more than 400 million monthly views, with over 96 million people in the US engaging with its content monthly. The company has become the conduit for forward-thinking brands who seek to connect with this major cultural shift in America. In November, mitú helped mobilize the US Latino millennial vote through an exclusive video featuring President Barack Obama and actress Gina Rodriguez to increase election awareness and voter turnout, reaching an audience over 160 million. Notable investors include Upfront Ventures, WPP, Awesomeness TV and Verizon.