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The influencer marketing industry has boomed over the past 5 years and is expected to reach $5-10 billion by 2020. The growth of social networking sites has provided a platform for connection, sparking a massive shift in marketing tactics. Through social media, influencers can connect directly to their audience, providing a substantial advantage over traditional advertising methods. Online social media influencers are simply more relatable than actors in a TV commercial.
Influencer marketing still shares the same basic principles of other marketing methods. When selecting an influencer, it’s imperative that brands choose someone who appeals to and influences their target market. In the US, there are currently around 57 million people of Hispanic descent, with over 14 million in California alone. Hispanics now make up a majority of the population in California at 39%, compared to 37% who identify as white.
With this shift in demographics, advertisers must evolve as well. Some TV commercials have made alternatives in Spanish, for example, and Hulu has begun to include similar ads. This inclusiveness is positive for the community and necessary for brands who want to make the most of rising Hispanic buying power. Fortunately, there are countless Latina influencers who carry clout.
Together, the top 20 Latina YouTubers boast a remarkable 86 million subscribers. Many of them have a primarily female audience, posting on beauty, cosmetics, health, and other female-driven topics. See our list below of the top 20 Latina YouTubers in order of YouTube subscribers.
Mariand Castrejón Castañeda is a Mexican beauty vlogger and YouTuber known as Yuya. Yuya has the 32nd most-subscribed YouTube channel worldwide. She’s also the second-most popular YouTuber in all of Mexico and the most popular in the style category.
Eleonora “Lele” Pons Maronese is a Venezuelan-American internet personality, actress, singer, dancer, and TV host. She found fame on Vine, and now creates comedy sketches on YouTube.
Bethany Noel “Beth” Mota is an American video blogger of Mexican and Portuguese descent. She rose to fame with her YouTube channel, Macbarbie07, which showcases her online fashion and style purchases.
Luisa Fernanda W is a social media megastar, sharing humorous videos and engaging Instagram posts. Her appeal earned her the title of the third top female Instagram star, behind only Shakira and Sofia Vergara. Her fame attracted the attention of Coca-Cola, Jean Book Notebooks, and Admiss Nail Polish. She was also featured in Colombia’s popular magazine, Revista TU and participated in LatinWE’s “Hispanic Influencer Summit 2015″, a conference for the top 50 social media influencers in the area.
Dulce Candy is a beauty and fashion Youtuber born in Mexico. Her popular YouTube channel, DulceCandy87, focuses on DIYs and tutorials. She has a second channel called DulceCandyTV featuring her life and family.
Iris Beilin is a freelance makeup artist and YouTuber from Panama. Her humor and helpful tutorials have earned her thousands of social media followers. She was also voted number one in Cosmopolitan’s 8 Best Latina Makeup Artists on Instagram for 2014.
Sonia Castaneda is a YouTube beauty vlogger known for her makeup tutorials and vlog entries featuring her young family. She’s worked with major brands including Target and L’Oréal Paris.
18-year-old twins Myka and Mya Montoya are Latina social media influencers. Raised in Texas, the duo has worked with the Univision Creator Network and built a substantial following on YouTube and Instagram. They were also featured by American Latino.
Naomi Giannopoulos, better known online as Vegas Nay, studied art and fashion in preparation for a 20-year long career as a makeup artist. She freelanced at weddings and high-end photoshoots and continued her training at an elite fashion school before she began blogging. Her stunning makeup designs have gained the most attention on Instagram. She also has an impressive following on YouTube for her makeup tutorials.
Lyzabeth Lopez, a Toronto-based athlete and fitness trainer, has been nicknamed “the Kim Kardashian of Fitness”. She founded a popular exercise program called “Hour Glass Workout” and uses her expertise to inspire her many Instagram and YouTube followers. She was also recently listed as one of the top 10 fitness influencers by Forbes magazine.
Kathy Cano-Murillo is an author, artist, and social media creator. She founded craftychica.com, a Latina-themed DIY crafts site. Her bright and eye-catching style caught the attention of Disney, Lowe’s Home Improvement Stores, Big Lots, and Michaels. She’s also made appearances on HGTV, DIY Network, and Lifetime TV. Her creations have been sold in over 300 stores including Target and Bloomingdale’s.