Josué González Hernández: Innovation and transformation in social media

In the latest episode of Desde el Búnker, we speak with Josué González Hernández, a leading figure in the world of digital marketing and advertising in Latin America. Josué is Head of the Agency and Consulting Partnerships Channel at X (formerly Twitter) for the region, and also serves as President of IAB Mexico, with a career that includes leadership at EPA Digital. His experience makes him one of the most influential voices in the industry.

Josué shares his perspective on how social media platforms are evolving to stay relevant in a rapidly changing landscape. From the development of innovative technologies to strategies that deliver real value to advertisers, this episode dives deep into the crucial role platforms play in connecting brands with audiences.

The transformation of social media

Josué emphasizes that, for X, the key lies in the ability to constantly adapt. “The challenge is how to remain relevant to advertisers in such a competitive environment,” he says. This involves not only building more advanced technologies but also understanding new consumption dynamics and the challenges posed by user privacy and platform fragmentation.

During the conversation, Josué explores how platforms are shifting focus—from traditional metrics like reach and impressions to more advanced attribution and performance solutions. “Retail media, for example, is revolutionizing how we measure campaign impact, focusing on tangible outcomes like direct sales,” he explains.

Opportunity in Latin America

Within the Latin American context, Josué highlights the opportunities in emerging markets and the importance of understanding the unique dynamics of each country. “We can’t apply the same strategies across the region. Adapting to local needs is essential to creating real impact,” he emphasizes.

What’s next for social media?

Finally, Josué shares his vision for the future of social media and its role in building more effective marketing strategies. From AI integration to the rise of immersive experiences, the landscape is full of possibilities.

Don’t miss this episode to hear firsthand how one of the world’s most influential platforms is evolving to stay ahead of the curve.