Digital Network Mitú is hoping to bridge the gap with young Latinos
mitú, a digital network for Latino millennials, announced Monday the launch of its channel on Snapchat Discover. The new partnership will help Snap become a leader in delivering English language content with a Latino lens on Snapchat Discover, reports the IBTimes.
“As the leading voice of Latino youth in America, we’re excited that Snap acknowledges and understands the importance of connecting with what is the most strategic demo in American youth today,” Danny Johnson, Chief Marketing Officer of mitu, told IBTimes.
According to mitú data, US Latinos are two-times more likely to share content, and they share it nearly five times as often, we’ve found that they lead cross-cultural influence in the digital space”. “We believe Latino youth are the key to unlocking all of American youth”, said Johnson.
Basically, what mitú is hoping is to make Latino-focused content more mainstream. In the U.S. today there are over than 56 million Latinos and 60% of them are under 34 year old, according to Pew.
At the start of the year, Santa Monica based Mitú raised $27 million from investors including Verizon, DreamWorks Animation’s AwesomenessTV, and ad agency WPP. The funding helped Mitú grow its in-house editorial and video teams, and establish a premium-content group that produces exclusive series like this one for Comcast’s Watchable app. As reported in Quartz.