The social media craze has reached all corners of the world, or at the very least it has reached all the people in all corners of the world who can afford the Internet. Therefore, if you are an affiliate trying to reach demographics off your native territory, it is extremely important that you know how to utilize social media in different places.  In this article we will focus on the Latin and South American iGaming market and how a gaming affiliate can best utilize social media in that market.

First off, keep in mind that the biggest social media sites in Latin and South America are Facebook and Twitter so this is what you will mostly be working with, (some people still use, but you should focus on that one if you have extra time as it is much less popular and less affiliate-friendly).

Here are some stats

On Cultural Differences and Promoting Casinos

The cultural background is very important for approaching any foreign market. This is because you want to answer the question, “How do these people see social media and interact with it?” and this is closely related with how they live their everyday life. In Latin America social media is a form of casual entertainment more than it is a business and/or work tool.

It is important to remember that in social media people are looking for the social element in their virtual interactions. This means that more than marketing, people are looking for connection in different ways. Latin and South Americans are big on building social connections which is why their expectations aren’t having advertising pushed down their throats, but rather to find something worth their time where they can interact with people (this explains the big boom of Zynga Poker in Latin America).

This works because what you want to do with social media in Latin America is to use it as a hook and no more. Social media in Latin America is about attracting people, amusing them and telling them it is worth their time because in Latin America social media is not a necessary part of everyone’s lives (maybe a bit more for younger generations, but still to a low degree compared to places like the United States and the Middle East). Practically speaking, the most efficient way to approach this cultural aspect is to use social media to advertise how entertaining the iGaming industry is and to avoid trying to get people dragged into discussing iGaming in detail or joining groups that do that.

Targeting Different Age Groups

Something else to keep in mind is that in Latin and South America, the younger generations are highly fond of social media, whereas older ones (and by old I mean people in their mid 30s… sigh, I know!) are not so eager to spend their time on the web. This means that it will be easier for affiliates to attract the younger players and a higher level of marketing will be tolerated and responded to in those circles.

However, reaching out to the older generation is also useful as they usually have more money and tend to be more loyal and stable players if you get them to visit your site and like what you have to offer. This age group requires more sensitivity in your social media marketing strategies and demands more research and attention to what their preferences and tastes are.

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