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Viva Today: Latinos Are Making it Big in Social Media

Viva TODAY! A look at the biggest Hispanic social media stars

The Today show kicked off its "Viva Today!" series on Sunday with an interview of three of the top Latinos online who are pulling in millions of viewers with their unique offerings in the digital space.

Featured were beauty maven Dulce Candy Ruiz, comedic video star LeLe Pons and bilingual chef Gus "El Guzii" Figueroa who has YouTube channels in English and Spanish.

Latinos are heavy users of digital and online tools, sometimes using some more than non-Hispanics, according to studies.

But Pons said she was always late in adopting apps and other social media, until her friends persuaded her to start using the video app Vine with them, the video app.

"I started making skits and I started like getting more followers and like my friends told their friends like "Oh, she actually be funny," Pons said.

There's more to come on "Viva Today!" On Monday, music superstar Romeo Santos will give a concert on the Today Plaza.