Multi-Cultural Affinity (US Only) Flashcards
Discuss MultiCultural Affinity.
One very important behavior set that Facebook allows marketers to target within the United States is multicultural affinity. Smart marketers recognize the business imperative behind connecting with people who have diverse interests based on cultural beliefs, traditions, music, aesthetics, or languages. Marketing to these groups is becoming more important as multicultural consumers grow in number, influence, and spending power.
Facebook’s targeting solution is not based on ethnicity. Our US Hispanic, African American, and Asian American affinity audiences are defined by peoples’ affinity to cultures they’ve demonstrated an interest in through their behaviors on Facebook. This is why you’ll find affinity group audiences under behaviors, rather than demographics.
What are the privacy and policies as it relates to MultiCultural affinity advertising on Facebook?
Facebook embraces the diversity on our platform. We believe multicultural advertising should be empowering and inclusive. Discriminatory advertising has no place on Facebook, and our policies strongly prohibit it.
As a part of Facebook’s commitment to non-discrimination, our ads policy clearly states what products and services can be marketed to affinity audiences, and provides advertisers with information and resources to learn about what constitutes discriminatory practices.
Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.
What are some examples of industries that cannot be marketed on the basis of multicultural affinity?
Specific categories such as housing, employment, and credit cannot be marketed on the basis of multicultural affinity.
Speak briefly about US Hispanic affinity cluster.
The US Hispanic population reached 56.6 million in 2015, comprising 17.6% of the US population. 2
96.9% of the Hispanic affinity audience accesses Facebook via mobile and 66.8% access Facebook exclusively via mobile.3
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Dominant language targeting
When messaging to the US Hispanic affinity audience, marketers can create English-language, Spanish-language, and bilingual ads and ad sets.
According to an October 2016 Facebook IQ study on language preference, brands that advertise in Spanish are seen in a positive light. 79% of Spanish-dominant, 82% of Bilingual, and 60% of English-dominant research participants surveyed think brands should advertise in both Spanish and English.
Briefly discuss African American affinity cluster
More than 20 million members of the African American affinity audience spend time on Facebook each month, and 16 million (81%) are daily visitors.5
19 million (95.5%) visit Facebook on mobile devices and 60.1% access Facebook exclusively via mobile.6
Briefly discuss Asian American affinity cluster
Asian American-affiliated audiences on Facebook may identify with cultures ranging from Pakistan to Malaysia.
7.2 million people connected with Asian cultures visit Facebook each month, and 5 million of them are on Facebook every day.789.8% of this audience — 6.3 million people — access Facebook via mobile. 43.4% are mobile-only visitors.8
In a Facebook IQ Digital Diversity study, 55% of Asian American survey participants — and 82% of Asian American respondents who were born outside the US — report that Facebook Messenger is their go-to method for communicating with friends and family abroad.
