THE BRIDGE TO SUCCESS IN CHILE

THE BRIDGE TO SUCCESS IN CHILE

Sherlock Communications is a state of the art Chilean and Latin American PR and digital marketing agency. Insight, Service, Results.

Sherlock Communications is a state of the art Chilean and Latin American PR and digital marketing agency. Insight, Service, Results.

PR agency in Chile - Our story

Do you want to connect with Chileans? If so, working with a PR agency in Chile is the best way to make it happen. Why? Because an agency in Latin America understands the particularities of each country, especially in the public relations and digital marketing spheres. Latin America may seem like a huge, homogenous region, but the reality is much more diverse than you might think.

To that end, here are some singular insights into Chileans’ media consumption, and three digital marketing strategies that can help you find success in this beautiful country. The information in this article is sourced from our Media Consumption 2021 Report, in which we spoke to 3,000 people across Latin America, including Chile.

Chileans trust TV

To do business in Chile, it pays to know that 47% of Chileans regularly watch television, and 27% consider it to be their most reliable source of news. Television may seem like a dying medium across the globe, but in Latin America it is still a major source of news and entertainment. 

After television, the internet is considered the most trustworthy source of information (26%), since Chile is a highly digital country.

Radio silence

Of all the Latin American countries we surveyed, Chile was the least engaged with radio as a source of news, with just over 27% of Chilean respondents tuning in more than once a week, and 27% never tuning in at all. However, radio is considered the third most trustworthy source of news among the local population (20%).

27% of Chileans also stated that they never read the newspaper.

Do Chileans trust social networks?

A regional agency will tell you that, despite being a tech-savvy country, people in Chile are relatively indifferent to social networks. 16% of Chileans we spoke to don’t trust any social networks, while roughly the same percentage consider them a trustworthy source.

Of this 16%, 32% named Twitter as their number one social network for factual news, while 22% said they trust Facebook most, and 17% voted for Instagram.

What about fake news?

While Chileans fact check the veracity of their information less than any other Latin American population, 33% of respondents say they verify information using official sources or fact-checkers, and 30% say they do a quick Google search. Chileans were more likely to mention their doubts to friends (7%) than any other country we surveyed.

Who do Chileans trust?

Certainly not politicians, who are “completely trusted” by just 1% of respondents.  42% of Chileans completely trust scientists, while 41% trust their family members. 45% of respondents say they trust journalists, while 16% say they don’t trust them at all, or very little. 

Digital marketing strategies

In addition to Public Relations in Chile, local agencies should offer digital marketing strategies, since 14 million Chileans are online – an internet penetration rate of 77%. The best Chilean PR and marketing agencies acknowledge that 41% of all Chile’s web traffic is conducted using mobile phones.

With that in mind, we have listed below three digital marketing strategies which your brand should seek to implement when communicating in Chile.

Social media

Although Chileans in general do not consider social networks as important, your audience may consider them relevant.

Therefore, posting stereotypical or rehashed content is more trouble than it’s worth. This approach cancels out all the engagement which digital content can provide for its users. That’s why it’s important to hire a PR agency in Chile that will help you understand who your target audience is and how to reach them.

Questions like “who is my audience?” and “What kind of content do they consume, and in which outlets and platforms?” are key to planning an effective social media strategy.

In addition, social networks provide several tools and metrics which should be used to assess whether ongoing campaigns are reaching the right people.

It is also possible to take advantage of the engagement generated by your campaigns to create new content ideas that leverage collaboration with your target audience. Social networks are a bridge to connect with your audience intimately and directly, building a lasting and loyal relationship.

Content marketing

In a digital society, which values ​​the quality and veracity of the information it consumes, it is essential to develop a content marketing strategy that takes these points into account, and deploy spokespersons that Chileans trust and respect, in order to deliver your brand message with greater assertiveness and impact.

Contributing relevant content to this audience means making your brand essential to the lives of many. It is also a way of presenting yourself and remaining present in the mind of others on a daily basis.

Technical SEO

Technical SEO is definitely one of the cornerstones of an effective content strategy, making your content more visible and accessible to your audience.

Search Engine Optimization (SEO) works to make your brand’s content and pages attractive to Google’s robots, which are constantly evaluating websites across the internet in search of the ones that provide the best digital experience for its users.

Several techniques – such as the use of keywords, information architecture, accessibility, page loading, information quality, use of relevant links and more – that can help make your site attractive to Google and, as a result, rank higher on results pages.

To develop a good Public Relations strategy in Chile, it is essential to take into account the digital marketing strategies mentioned above. Many other strategies can also be put into practice, and we can help!

Whether you are a consumer brand, business services provider or a disruptive tech start-up, Sherlock Communications offers an award-winning team that combines local nuances with media contacts along with decades of international experience. Our local team will be sure to deliver great results for your business.

PR in Chile

Market Overview

The Capital Santiago

Media Landscape

Online Landscape

Cultural Nuances

If you would like to learn more about PR in Chile, find out how Sherlock Communications can help you meet your business objectives in Chile or simply have an informal chat do call or drop us a line:

If you would like to learn more about PR in Chile, find out how Sherlock Communications can help you meet your business objectives in Chile or simply have an informal chat do call or drop us a line:

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