Reaching Latino Audiences That Influence Culture at Scale

Direct Message Subscribers

via Messenger, SMS, and WhatsApp
Direct messaging through trusted platforms allows us to meaningfully engage Latino audiences, enabling us to gather insights through cost-effective surveys, interviews, and data-driven outreach.

Latinos reached in the US

With over 7 million subscribers and 11 million content views monthly, NPI is one of the largest trusted digital platforms for Spanish-speaking Latino immigrants in the U.S.—reaching nearly 1 in 6 Spanish-speaking Latinos nationwide.

Followers

Social-first content optimized for maximum visibility and engagement.

Goal: 

Deliver timely and engaging local and national news to Latino audiences in Las Vegas and Fresno while testing video formats and distribution strategies to maximize impact.

Solution:

NPI produced and distributed over 100+ national news capsules optimized for both video and radio, sharing across Instagram, TikTok, Facebook, and YouTube. Local versions were broadcast in Fresno and Las Vegas. Hooks and content themes were A/B tested to maximize resonance.

1.4m+

Total Views and Impressions

11k+

Engagements

Top Performing Themes:

Immigration and Entertainment (especially trending artists)

Most Effective Format:

Short, compelling hooks at the start of each video

Strategy:

Lead with trending topics to drive higher engagement and retention

5.3m+

Views on Pro-immigrant Content

56k+

Engagements

Best Practices Identified

for combatting misinformation through culturally resonant messaging and optimized content formats

Goal: 

Promote job opportunities with the WA State Health Care Authority among Latino residents through culturally relevant messaging and direct outreach.

Solution:

NPI launched a 3-part direct messaging series to over 19K Washington-based subscribers with personalized, accessible content.

Key Highlights:

Direct messaging yielded high engagement at a low cost

Messaging tailored for language and cultural relevance

63K+

Total Messages Sent

45k+

Opens

71%

Average Read Rate

4.25%

Average CTR

Results: 

2,125+

Surveys Completed in 1 week

15

In-depth Interviews conducted

4,600+

Additional Users Educated on Medicaid re-enrollment processes via targeted content