Back in 2009, after co-creating the first Latino-centered social media conference (LATISM) with my friend Louis, I found myself thrown into the deep end of the conference world.
I started showing up at events like BloggerCon, and little by little, people began to take notice. At the time, I was one of the first Latino bloggers really doing it at scale—and I wasn’t just blogging. I was building.
I expanded my brand in multiple directions:
Globally with Sofrito For Your Soul
Locally in NYC with Capicu Cultural Showcase,
Hosting Radio Capicu on Blog Talk Radio,
And kicking off #PorTuFamilia with the American Diabetes Association’s Latino Initiative.
At the national level, I started collaborating with brands like Toyota, Prudential, HBO, Amazon, Disney, and Wells Fargo… helping shape conversations around Latino empowerment and entrepreneurship.
From 2009 to now, I’ve worked with more brands than I can count. But what made them keep coming back? Why did I stay booked for years—on panels, stages, campaigns, and collabs?
Let me break it down.
In today’s Siembra Lessons, I will share just 7 of the specific things I did differently that helped me stand out… and can help you do the same as a creator working with brands.
This close connection deepened my role at the Hispanicize conference. I naturally slid into an unofficial Community Manager role. Before long, I stepped up into formal leadership…managing and producing events alongside other creators at major gatherings.
Siembra Lessons is where we break down key takeaways from the creator journey—hard-earned wisdom, business insights, and real-life strategies to help you grow. Whether it’s a personal story, a case study, or a lesson learned the hard way, this section is all about planting seeds of knowledge so you can cultivate success.
When I was active on the social media conference circuit—booked at events like Hispanicize, NCLR (Now UNIDOS US, and SXSW… I wasn’t just showing up with good vibes and a ring light.
I brought a mix of good old fashioned community building and strategy.
These 7 tactics helped me stand out while working with brands… and they can work for you too:
Most creators work towards for the final ad to drop. I took people with me before, during, and after giving the brands a wider range of exposure.
Example:
At Hispanicize, instead of just tagging my sponsor Toyota in a panel recap, I created a whole road trip with a loaner car and brought a few of my buddies (who also happen to be in the business) with me. I was able to loop several other sponsors like Cricket and Best Western into the experience. It became a week long peek into my life on the conference circuit and a masterclass in community engagement.
We shared epic meals, did impromptu meetups with entrepreneurs and even visited my Grandmother for a home cooked meal…
Bonus Content… my good friend Eric Toral singing LLUVIA and taking requests as we drove down to South Beach for #Hispz15.
Why it worked:
It created more touchpoints for engagement—and made the brand feel like part of the story, not just a billboard. Remains one of my favorite experiences to this day.
I never forced brand messages. I found a personal connection—and told that story instead.
Example:
During my wellness journey… I was offered a sponsorship with a wellness brand, I didn’t just hold up a product. I brought my personal trainer Joey Olivo with me to the conference to show how I would incorporate their product into what resulted in a major weight loss journey… I lost over 180 lbss in about a year.
Joey would go on to work with me on Feria de Salud and #PorTuFamilia.
Why it worked:
People remembered the message because they saw themselves in it. The brand appreciated the authenticity—and brought me back the next year.
Note: 80% of the sponsors funding went directly to Joey, and made it his first brand deal ever.
Most creators make it about them. I made it about us.
Example:
No matter where I travelled to expand my learning in the marketing space, I would publicly a few up-and-coming creators to join me at an informal meetup. I used the the opportunity to talk about their needs and sometimes even host impromptu learning sessions I eventually branded #SocialSofrito
Why it worked:
The brand saw leadership. The community saw generosity. And I built deeper connections that opened more doors.
While others were only posting on Instagram, I extended campaigns to email, podcast, and live panels.
Example:
I repurposed my sponsored speaking gig into a blog breakdown, crossed referenced my experience at the conference and the people I met and dropped key highlights on my podcast.
Why it worked:
The brand saw multiple touchpoints. The audience got more value. And it boosted my credibility outside the app by always promoting others and what they were doing more than the events themselves.
I used brand moments to talk about bigger things, like disaster recovery in Puerto Rico.
Example:
For a travel collab, I didn't just talk perks—I highlighted how the airline supported Latino communities and used bilingual content to make their messaging more inclusive. A great example of this was when Jetblue launched a specially branded livery, the Bluericua plane to highlight Tourism. This is one of the few times I was able to blend conversations around my philanthropic work in Puerto Rico with the brands that played a pivotal role.
Why it worked:
That post wasn’t just shareable—it was relevant. The brand appreciated that I could connect values to visibility. It also worked because just a year later, I closed the offices to my agency, made my employees remote workers and joined the airline as a flight attendant to make my nomadic dreams come true… 7 years later and I am still flying.
Most creators post and bounce. I circled back with results.
Example:
After a campaign with the American Diabetes Association called #PorTuFamilia at their flagship Latino Initiative event Feria de Salud.
I create a report that highlighted the successful engagement metrics achieved during the campaign, including significant increases in reach and impressions, as well as the involvement of various community members and celebrities. Key takeaways emphasize the potential of the hashtag for recruitment, the need for engaging content, and the importance of social ambassadors to further connect with the Latino community for the American Diabetes Association.
Why it worked:
Brands want reporting without asking for it. I became their favorite kind of partner—strategic and self-managed. I am proud at the fact that thanks to this report, they were able to make major investments into social media to assist with recruitment and fundraising.
You don’t need to be perfect. You need to be you.
Example:
As the “Urban Jibaro”, I embraced the nickname my mentor gave me that nobody understood, I leaned into untold stories. I often used Spanglish, cracked jokes, and made culturally relevant content that felt like home often drawing examples from my Grandmother, Gloria Del Rio aka Mama.
Campaigns that leaned in culturally often appealed the most to me.
Why it worked:
Relatability beats polish. People may come for your content, but stay for your vibe.
They helped me get booked and helped brands keep coming back.
If you're still reading, do me a favor—starting today, let’s stop hustling backwards, chasing clout, or undervaluing our worth. Instead, let’s build what’s needed. Let’s build with purpose.
I’ve been at this for a minute. And if my lessons can help you shortcut some of the struggle… then it was all worth it.
let’s keep growing…
Creator Spotlight showcases a standout creative who is making waves in their industry. Learn about their journey, projects, and insights, and get inspired by how they’re building their brand and impact.
George Torres (yeah… that’s me)
Listen… I know it’s kinda wild to feature myself on my own platform, but if I don’t celebrate the work—I can’t expect others to either. So here we are.
Hi, I’m George Torres (@urbanjibaro), founder of @siembraconnect and your favorite cultural visibility coach disguised as a flight attendant, content strategist, and storytelling nerd.
Why am I in the spotlight this week?
✅ Because I’ve been showing up in this space since the days of dial-up
✅ Because I’ve helped a lot of creators find their voice and their value
✅ And honestly… because it’s time we stop waiting for permission to honor our work
From launching the first Latino cultural blog on the web, building Capicu Culture, Launching LATISM, building my brand at Hispanicize and now mentoring creators through Siembra Connect, my mission has always been the same: amplify stories that matter and make this space feel more like home.
So yeah, this week’s spotlight is me. And next week? Could be you.
Let’s keep growing. 🌱
#SiembraConnect #CreatorSpotlight #GeorgeTorres #UrbanJibaro #CelebrateYourself #LatinoCreators #BuildWithPurpose
Most of our features come from creators I come across on my timeline daily—but I know YOU are connected to some amazing talent I may not have discovered yet. That’s why I’m opening up the floor…
Are you or do you know a creator who deserves to be featured?
We’re looking for creators, entrepreneurs, and artists who are making waves and have a story to tell. Whether you’re building a brand, leading a movement, or creating game-changing content, we want to highlight your journey!
📩 Send your submissions to [email protected]
My Creator Toolkit is your go-to resource for the best apps, platforms, and strategies to streamline your workflow and level up your content game. From AI tools to social media hacks, this section equips you with everything you need to create smarter, not harder.
Stan Store is perfect for creators, coaches, and service-based entrepreneurs who want a simple, all-in-one storefront to sell digital products, book calls, and grow their audience—without needing a full website. If you're tired of juggling platforms and want to start earning directly from your content, Stan makes it easy to get started fast. You can launch offers, track performance, and connect with your community—all from one link in bio. No tech headaches. No monthly overwhelm. Just a clean, powerful way to monetize your ideas.
Growth Opportunities is where you’ll find grants, brand deals, job openings, and other ways to expand your reach and income. Whether you're looking for funding, collaborations, or new platforms to showcase your work, this section helps you tap into opportunities that move your creator journey forward.
Upcoming Events highlights must-attend conferences, workshops, and networking opportunities for creators and entrepreneurs. Whether virtual or in-person, these events are designed to help you learn, connect, and grow your brand.
Here are some other power conferences and gatherings you should check out.
What it is: Two days (August 5–6, 2025) at NYC’s Marriott Marquis packed with influencer-marketing keynotes, panels, and ROI-focused networking.
Why it matters: Ideal for forging brand/creator partnerships and gaining cutting-edge campaign insights in a major media hub.
🔗 Learn More: https://www.creatoreconomylive.com/
What it is: In-person conference August 24–26, 2025 with keynotes, workshops, and panels for serious bloggers, podcasters, and freelance creators.
Why it matters: Focused on scaling content-based businesses—perfect for creators aiming for sustainable income and collaboration.
🔗 Learn More: https://cex.events/
What it is: October 17–19, 2025 in San Diego—Twitch’s in-person industry celebration with community panels, esports, and networking content.
Why it matters: Great for livestream creators, especially focusing on engagement strategies and brand integrations in esports and entertainment.
🔗 Learn More: https://www.twitchcon.com/
What it is: A two‑day virtual event (December 13–14, 2025) featuring 30+ focused talks, panels, and Q&As with top creators on content strategy, audience scaling, and monetization.
Why it matters: Learn from creators who have built large, engaged audiences—perfect for creators seeking growth tactics without travel.
🔗 Learn More: https://creatorconf.com/
Hosting or attending an event I should know about?
I love spotlighting gatherings that help creators grow.
📩 Submit your event: https://siembraconnect.beehiiv.com/contact
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Mental Health Resources is your space for tools, tips, and support to help you navigate the ups and downs of the creator journey. From managing burnout to setting boundaries, this section provides practical strategies to protect your well-being while building your brand.
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