Andrea Casanova is a viral marketer, content creator, and public speaker featured in Bloomberg & Yahoo Finance that has mastered a recipe for brands and creators aiming to grow on digital. Read more about what Latina content creators are facing in the digital landscape.
In an age where social media has become an integral part of our lives, content creation has emerged as a powerful medium of self-expression, entrepreneurship, and activism. Latina content creators have made significant strides in establishing their online presence, using platforms like YouTube, Instagram, and TikTok to share their stories, culture, and talents with the world.
However, despite their remarkable contributions, the unequal digital landscape persists, with Latina content creators being neglected both in terms of fair compensation and adequate representation by brands. It is high time we address this disparity and work towards creating a more inclusive and equitable online environment.
@latinapreneur Your content creation process starts with doing research and producing at the same time, think twice💡 #contentcreatortips #contentstrategycoach #socialmediamarketingtips ♬ original sound – Andrea Casanova⚡️
Latina content creators have undeniably shaped the digital landscape with their authentic voices and unique perspectives, reflecting the rich diversity within the Latina community through beauty tutorials, vlogs, cooking recipes, style inspiration, political commentary, professional advice, and more.
“I vividly remember receiving a comment saying, ‘oh my gosh, I can’t believe that brand partnered with you. I’m so excited that they’re partnering with Latinas!’ and that was the catalyst for me.”
One of the key issues Latina content creators face is the lack of fair compensation for their work. While they pour their time, effort, and creativity into producing high-quality content, they often receive disproportionately low payments compared to their non-Latina counterparts.
We sat down with content creator, viral marketer, and speaker Andrea Casanova to discuss the untapped potential that remains due to the persistent gaps in compensation and representation.
One of the key issues Latina content creators face is the lack of fair compensation for their work. While they pour their time, effort, and creativity into producing high-quality content, they often receive disproportionately low payments compared to their non-Latina counterparts.
We sat down with content creator, viral marketer, and speaker Andrea Casanova to discuss the untapped potential that remains due to the persistent gaps in compensation and representation.
Casanova began her influencer journey in July 2020, and in January 2021, she received her first brand inquiry with an offer of a $100 gift card in exchange for a video that was used as an ad. When she heard that her video was converting well for the brand, she began to understand better the value she was bringing as a creator.
“I vividly remember receiving a comment saying, ‘oh my gosh, I can’t believe that brand partnered with you. I’m so excited that they’re partnering with Latinas!’ and that was the catalyst for me,” said Casanova.
“I started crying because I realized I was giving all of these brands access to my community, and not only were they not paying me correctly, but I also didn’t see anyone else on their rosters. Even for Hispanic Heritage Month, at the time, on TikTok, I wouldn’t see a lot of brands doing outreach.”
However, while there is heavy criticism of free labor and unpaid work, Casanova reminds us that BIPOC creators must work 3x as hard as their white counterparts in the creator industry. So, suppose a brand reaches out with no monetary offer. In that case, it’s more likely BIPOC creators feel pressured to accept free opportunities, especially if they know it’s going to help them get in the door and create a relationship with the brand.
“I’m so tired of being hired to speak for all of these predominantly-white or non-diverse workplaces on behalf of them. All they hire me to talk about is inclusivity. Like, why don’t you hire me to talk about business or marketing or storytelling?”
Undeniably so, the market has shifted a lot in the last two years since Casanova started her influencer journey. Consumers are calling for transparency and authenticity. When a brands’ internal team doesn’t match the people they have in their ads, it’s not only called out, but consumers are also demanding committed action.
“I will say that at the time, we did not have the level of representation that we have now, and it’s still not to the point where it should be, to be really honest with you,” said Casanova.
In addition to compensation, the representation of Latina content creators also falls short of what it should be. While they make up a significant portion of the population and wield substantial influence online, their presence is often marginalized or tokenized.
“Representation, to me, equals internal work because I feel like you can have all the Latina content creators, influencers, and public figures partnering with you and endorsing you, but if your internal team does not match that demographic, or if I don’t see Latinas on the team who are actively advocating for our communities, then I feel like there’s always gonna be a disconnect regardless of who you partner with,” said Casanova.
Additionally, many brand campaigns and collaborations tend to overlook Latina content creators, failing to include them in their marketing strategies or casting them in stereotypical roles. While talking about Latinidad is important, it’s not our only contribution to a conversation.
“I’m so tired of being hired to speak for all of these predominantly-white or non-diverse workplaces on behalf of them. All they hire me to talk about is inclusivity. Like, why don’t you hire me to talk about business or marketing or storytelling?” said Casanova.
Casanova also suggests brands step up and create long-term relationships with Latina-identifying content creators by supporting them all-year round, not just for a one-off opportunity or when HHM approaches.
“I have these conversations with my partners at TikTok and Meta, where I shared that I was launching workshops if they ever want to partner and do something together, and they’ve been so supportive. I’m sure that we’ll have really great things pop up in the near future.”
Casanova expresses that for Latinas looking to break into the content creator space, it is now more important than ever to stand in your uniqueness, your full lifestyle, and your full livelihood.
“I always see this fear of, ‘oh my gosh, I don’t want to film in my kitchen, or I don’t want to film a get-ready-with-me because my house is not aesthetic.’ It’s like, what is aesthetic? Aesthetic to whom? Relatable to whom? There are so many of us out there that don’t have an aesthetic kitchen, an aesthetic bathroom, and we want to see a little bit more of that. That’s the beauty of content–it’s so open and receiving of whatever it is that is out there,” said Casanova.
This is a reminder that there is only one you. Expressing yourself through content is a gift to the world, especially because we need POVs from people who look like you, amiga. By doing so, we’re empowering other Latina content creators and enriching our digital spaces with diverse perspectives and stories that truly reflect the beauty and strength of the Latina community. Together, let’s bridge the gap and build a more inclusive future.
About the Author
Ingrid Garcia
Ingrid is a bilingual Tex-Mex creative who is sure of two things: creating and community.
With experience as a freelance writer, creative strategist, and social media curator, Ingrid builds bridges between stories, brands, and people. She specializes in assisting brands in telling their story authentically through intentional copy, strategy, engagement, and implementation. She holds a Bachelor’s Degree in Journalism from the University of Texas at Austin, where she perfected her craft of storytelling in digital media. Over the years, she has worked with esteemed brands like Bumble, Skillshare, and Elite Sweets to create impactful and compelling experiences. You can connect with Ingrid on LinkedIn.
