Somos Votantes and Priorities USA Announce Six-Figure Investment to Launch First-of-Its-Kind YouTube Creator Program to Target Latinos
The Bilingual Creator Non-Partisan Program Will Encourage Latinos to Vote
Washington, DC – Today, as first reported by Axios Latino, Somos Votantes, in partnership with Priorities USA, announced a nearly half a million dollar investment to launch the first-of-its-kind nonpartisan YouTube creator program to target low propensity Latino voters. The four selected creators, who already produce content ranging from cooking to comedy, will create and publish videos in English, Spanish, and mixed language around educating Latinos on important civic engagement issues and encouraging voting on a nonpartisan basis.
As demonstrated by Equis Research findings, YouTube is the most critical platform for reaching Latino audiences: “YouTube and Google are more important digital ad platforms than Facebook, particularly YouTube, where Latino audiences spend 2x the time compared to non-Latino adults.”
The first-ever YouTube Latino creator program has enlisted Latino and Latina YouTubers with a base following of 2 million. The pilot program will focus on influencers who typically don’t cover politics, ranging on topics such as lifestyle, entertainment, and cooking. The goal of the program is to use popular creators to reach Latino voters who are not typically targeted by traditional grassroots outreach efforts.
“We are meeting Latinos where they are, at their door, in their community and now on YouTube,” said Melissa Morales, President and Founder of Somos Votantes. “The launch of this first-of-its-kind Latino YouTube creator program is a critical step forward in ensuring we are not only reaching Latinos online but learning how to do so effectively. We are committed to ensuring Latinos are engaged, informed and empowered with the tools they need to fully participate in our democracy.”
“YouTube has been massively underrated by operatives for its reach and effectiveness in communicating with voters,” said Danielle Butterfield, Executive Director, Priorities USA. “Which is exactly why we are excited to partner with Somos to communicate to a key audience that could tip the scale on the most used platform on the internet. YouTube is not only powerful because of its reach and ad inventory, but also because of the influence of its content creators and the large and diverse audiences that watch YouTube on a regular basis. We are thrilled to help pioneer the first program of its kind like this, and hope that it will pave the way on digital strategy online for years to come.”
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About Somos Votantes
Somos Votantes is a Latino-led, Latino-focused organization that runs some of the largest independent Latino civic and voter engagement programs in the country. We envision a nation where hardworking Latinos have the opportunities and tools to fully participate in our democracy. Somos Votantes seeks to empower hardworking Latinos in shaping the future of our democracy, primarily through non-partisan civic engagement programs, by increasing our participation in elections and advocating for progressive policies.
Visit https://www.somosvotantes.com/ for more information on this program and other projects, and follow the organization on Instagram, Facebook, and X.
About Priorities USA
Priorities USA is focused on digital advertising and building digital infrastructure for progressive partners and allies over the next decade. Priorities runs large-scale, effective digital voter mobilization and persuasion campaigns in key states, while building and investing in cutting edge research and data, training, and tools to grow and expand the progressive electorate.