Being Latino

What Being Latino does

Being Latino is a New York-based social media marketing company that produces custom branded and influencer content targeting U.S. Hispennials — Latino millennials and Gen Z aged 19-32 living a "200% lifestyle" of being fully Latino and fully American. Founded in 2009 by Lance Rios as a Facebook community, the company has grown organically into a media platform with 26MM+ followers across Facebook (24.3M), Instagram (1.7M), and Twitter (40K), generating 600M monthly organic video views. Its owned-and-operated pages serve as the primary distribution channel for client campaigns, with the audience concentrated in the top five U.S. Latino markets: Los Angeles, Houston, Chicago, New York, and Dallas.

The company operates a 3-story production facility at 213 E 121st St in NYC, where it produces branded video (15-60 seconds), memes, and photo content across five content verticals — Comedy, Lifestyle, DIY, Cooking, and Family. Its two service lines are Branded Content (custom content produced at the studio and posted to Being Latino's owned pages) and Influencer Content (the company vets, contracts, and manages influencers on behalf of brands and amplifies their posts through its owned channels). Campaigns exceeding $200K bundle a proprietary Data Study. The client roster is composed of Fortune 500 consumer brands, including McDonald's, Pepsi, Coca-Cola, NFL, AT&T, Chase Bank, Toyota, Warner Bros, Bud Light, Lay's, Wendy's, Snickers, M&Ms, MTV, and UFC. The company holds NMSDC certification (2023) as a 100% Minority Owned business and self-identifies as the only such certified social media marketing company. The leadership team consists of three named executives (Founder Lance Rios, Head of Sales Patty Marrero, Senior Manager of Operations Melonie Echevarria); total headcount is not disclosed. The company is privately held, has not raised disclosed external funding, and operates exclusively within the United States.

Name

Being Latino

Legal name

Being Latino

Website

https://beinglatino.us

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Being Latino is a New York-based social media marketing company producing branded and influencer content for major consumer brands targeting U.S. Hispennials. Founded in 2009, it operates 26MM+ organic social media followers and a 3-story NYC production studio, serving Fortune 500 advertisers seeking authentic Latino-market reach.

Ownership category

akta.pro rank

Product category

Social Media Marketing Services

NAICS

Broadcasting and Content Providers (516), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Multicultural & Diversity Marketing Creative Agencies (MPAAAAAK)

akta.pro secondary industries

Community Management & Creator Community Building (MPAAAHAH), Influencer/Creator Marketplaces & Brand Deal Platforms (MPACABAI)

Keywords

• Social media marketing
• Hispanic content marketing
• Branded content production
• Influencer marketing services
• Latino audience targeting

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Branded Content Services: Custom branded video or meme content written, produced and developed at Being Latino's owned production studio in NYC, posted to their organically mass-reached social pages
2. Influencer Content Services: Being Latino vets, contracts and manages communications with influencers to develop relevant content for client campaigns. Influencers post content on their pages while Being Latino amplifies the same on their own pages.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Being Latino is a social media marketing company that creates custom branded content (video, meme, and photo) and manages influencer content campaigns targeting U.S. Hispennials (Latino millennials and Gen Z). Content is produced at the company's 3-story NYC production facility using actors and contracted influencers, then distributed through its organically grown social media pages on Facebook, Instagram, and Twitter with 26M+ combined followers and 600M monthly organic video views.

Product overview

Being Latino is a social media marketing company that operates as a platform offering branded and influencer content services. The core offering consists of Branded Content (video and meme content produced at their NYC production studio) and Influencer Content services (vetting contractors and managing influencer communications). Content is distributed across their organically grown social media pages with 26M+ followers across Facebook, Instagram, and Twitter. The company also produces custom content in specific formats (video, memes, photos) across verticals (comedy, lifestyle, DIY, cooking, family). The products work together as an integrated social media marketing solution targeting Hispennials (Latino millennials/Gen Z).

Differentiator

Problem solved

Functional benefit

Products and services

• Branded Content Custom branded video and meme content written, produced and developed at Being Latino's owned and operated 3-story production studio in NYC, using actors as talent and posted to its organically mass-reached and highly engaged social media pages on Facebook, Instagram, and Twitter. Designed for brand clients seeking authentic Hispanic/Latino-targeted social media advertising content.
• Influencer Content End-to-end influencer campaign management in which Being Latino vets, contracts and handles all communications with influencers to develop relevant content for client campaigns. Influencers post content on their own pages while Being Latino amplifies the same on its organically mass-reached Facebook, Instagram, and Twitter pages. Designed for brand clients seeking influencer-driven Hispanic/Latino content marketing.

Quantifiable outcome

• 26MM+ organic social media followers
• +2 more outcomes

Named customers15 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Alma: Hispanic-focused creative advertising agency (acquired by Omnicom) that develops culturally resonant campaigns for major brands targeting U.S. Latinos — directly comparable offering to Being Latino's branded content services.
• Captura Group: Hispanic digital marketing and social media agency serving major consumer brands with culturally-relevant digital and social content — directly competes for the same enterprise social campaigns.
• Lopez Negrete Communications: One of the largest independent U.S. Hispanic advertising agencies, offering full-service creative and media services targeting Latino consumers — directly comparable to Being Latino's multicultural creative and influencer services.
• IW Group: Asian American and multicultural marketing agency offering culturally-driven advertising, digital, and social media campaigns for major brands — comparable certified-minority-owned agency model targeting a different but structurally similar demographic segment.
• Lerma Agency: Independent Hispanic and multicultural creative agency producing award-winning branded content and campaigns for enterprise clients — directly comparable to Being Latino's creative and content services for the Latino market.
• República: Multicultural advertising and communications agency with dedicated U.S. Hispanic and Latino practice — provides comparable culturally-targeted brand campaigns to enterprise clients.
• Acento Advertising: Independent Hispanic full-service advertising agency producing Spanish and English creative for Fortune 500 brands — overlaps directly with Being Latino's multicultural creative and influencer content offering.
• Dieste: U.S. Hispanic and multicultural marketing agency (Omnicom-owned) producing branded content and campaigns targeting Latino audiences — competes with Being Latino for the same multicultural brand budgets.
• Sensis: Multicultural and diversity-focused digital marketing agency offering brand storytelling, social media, and content production targeting diverse U.S. audiences — comparable service mix and audience-targeting model.

Broad incumbents

• Havas Formula: Multicultural PR and marketing arm of Havas targeting U.S. Hispanic, Asian American, and African American consumers — broader incumbent offering comparable multicultural services as part of a global holding company portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/beinglatino
• Instagraminstagram.com/beinglatino
• Xx.com/beinglatino

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Being Latino