Spanish is the official language of 21 countries, with 500 million native speakers. In the US alone, there are more than 62 million Hispanics, making it the nation’s second-largest and fastest-growing ethnic group.
Connecting with the rapidly growing Hispanic online community can be a real challenge for global marketers. Simply translating your content into Spanish won’t cut it—you need to tap into the culture and experiences that truly matter to this vibrant audience.
This article will guide you through effective strategies for Hispanic social media marketing, from choosing the right platforms to creating content that resonates and builds lasting connections.
Here’s our recap:
Hispanic social media marketing: An overview
The Hispanic community is one of the fastest-growing communities on social media. Due to their high social media engagement and purchasing power, they’re an important target for global businesses.
But how do you engage with this community? To succeed, you need to create content that authentically reflects Hispanic culture. Brands must go beyond basic marketing tactics and truly understand what resonates and connects with this audience.
Let’s start by clarifying the term Hispanic, which is often confused with Latino:
- Hispanics include people from countries where Spanish is the official language, such as Mexico, Puerto Rico, Cuba, Colombia and Venezuela.
- Latinos are from Latin America and the Caribbean, including countries where Spanish may not be the main language.
Each Hispanic country has its own unique cultures, traditions and norms. Which is why tailoring social media marketing efforts to the Hispanic community is vital.
This group’s strong online presence and engagement make it an excellent target for businesses looking to expand. The US Hispanic community has a combined GDP of $2.8 trillion, making it the world’s fifth-largest economy.
This high GDP highlights the Hispanic community’s significant purchasing power and economic influence, presenting a valuable market for brands. To tap into this potential, marketers of global brands can build trust and loyalty by creating culturally relevant content that resonates with the diverse backgrounds within the Hispanic community.
See also: Which Spanish language variant is best for global marketing?
Building trust and loyalty
Consumers’ willingness to buy and be loyal to a brand depends on how dedicated your business is to them. Brands should ask themselves:
- How are we giving back to the Hispanic community?
- Are we meeting the needs of Hispanics?
- What positive changes are we making in their lives?
- Are we listening to our consumers?
- Do our ads show real Hispanic culture?
Don’t just talk about your interest in their community; be present and involved with the people.
Representation matters as it helps build a connection and trust with the audience. When Hispanics see themselves represented, they feel acknowledged and valued by the brand.
According to research by Nielson, 63% of Hispanics are more likely to buy from brands that represent people like them in their advertising. This means featuring Hispanics in your ads and reflecting the diverse voices and accents from various countries. Since Hispanics have a wide range of appearances, it’s important to be inclusive and showcase this diversity in your marketing.
Recommendations from friends and family are powerful. 67% of Hispanics discover content this way, highlighting the importance of word-of-mouth. Brands should encourage customers to share positive experiences and create shareable content to increase reach and build a stronger community presence.
Additionally, over 83% of Hispanic respondents said they would think more highly of a brand that plays a positive role in the community. This underscores the need for brands to actively engage with and support the Hispanic community through impactful initiatives. Whether through sponsorships or events, demonstrating genuine care for the community can significantly boost brand loyalty.
Top social media platforms for Hispanic audiences
Selecting the right social media platforms is a major step in Hispanic marketing.
Facebook is incredibly popular among this audience. With its advanced targeting options, this platform allows for localized campaigns, making it easier to reach specific Hispanic communities.
Among other platforms, Instagram is used by 58% of Hispanic adults, TikTok by 49% and YouTube continues to be the most popular platform among Hispanics.
These platforms aren’t only for socializing but also for entertainment and are powerful for brands to build relationships with Hispanic consumers.
It’s important to note that Spanish-speaking audiences are more likely to interact with brands in Spanish on social media. This means having content available in Spanish can significantly boost your reach and engagement. To make your content more accessible, you can use Spanish in captions, voiceovers and subtitles.
However, one thing to remember is that not all Hispanics living in the US speak Spanish. Language preferences can vary across generations.
For example, first-generation Hispanics living in the US might primarily speak Spanish, while second and third-generation individuals may be more comfortable with English or even Spanglish. It’s important to consider these preferences if you’re targeting a US-based Hispanic audience.
Creating content in both English and Spanish allows you to connect with a wider audience without excluding those who prefer one language over the other. This approach shows your commitment to being inclusive.
See also: Spanish SEO: 4 things to consider before launching a strategy
Content preferences for Hispanic social media users
To engage with the Hispanic community, it’s important to move past stereotypes and have authentic representations. Authenticity and respect are key. Since Spanish varies across different Hispanic countries, it’s important to work with native speakers to ensure the content feels genuine and culturally appropriate.
Don’t rely on translations alone. Localize your content to adapt to each subgroup within the Hispanic community. Hispanics have dealt with a lot of stereotypes in their life, so they’re quick to pick out what is a shallow attempt by a brand trying to connect. If you’re not culturally aware, Hispanic consumers will ignore your brand.
Creating Hispanic social media campaigns that truly connect requires more than a surface-level understanding. It means understanding their culture and heritage to capture attention and build a sense of belonging. Make a genuine effort to honor and incorporate custom. For example, family is very important, as are holidays like Día de los Muertos and celebrations like quinceañeras.
As mentioned earlier, Hispanics want to see themselves featured in ads with authentic representation and a commitment to helping their community. Content needs to positively impact the community for someone to become a loyal customer. Don’t try to sell anything, earn their respect and trust first. Once you have that credibility, they’ll stay loyal to you.
Storytelling is a basic part of human connection and holds a special place in Hispanic culture. Hispanics like content that reflects their experiences, heritage and values. Video content is effective for storytelling and is very popular among Hispanics.
Types of videos that you can include:
- Personal testimonials sharing success stories or how a product has positively impacted their lives.
- Cultural celebrations showcasing traditional festivals, foods, and customs can create a sense of pride and connection.
- User-generated content encourages Hispanic customers to share their own stories and experiences with your brand.
Example: AT&T’s “Conectar Lo Cambia Todo”
AT&T’s “Conectar Lo Cambia Todo” advertisement is a great example of storytelling. This ad hits home for Hispanic families by addressing the language barrier between generations. The story follows a young Hispanic boy practicing Spanish for his grandmother’s visit, a common situation in families where the younger ones may not speak Spanish fluently.
The ad shows the boy learning Spanish words at school, in restaurants and watching Spanish movies with English subtitles. This shows him trying to keep his cultural ties despite language barriers. The ad ends when the boy uses the Spanish words he’s learned to talk to his grandmother.
This storyline brings in the emotional aspect by showing the child’s effort and the grandmother’s happiness. It shows the real experiences of Hispanic families dealing with language barriers and encourages younger generations to remember their heritage and connect with their families.
But it also shows how technology can connect families, making AT&T part of their everyday lives. This story creates a bond with the audience, building brand loyalty and positive feelings towards AT&T. This example shows how brands can effectively reach Hispanic audiences by creating authentic, culturally relevant stories that reflect their values and experiences.
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Effective engagement strategies on Hispanic social media channels
It’s important to recognize Hispanics’ strong connection to their culture and incorporate this into your content.
Whether it’s celebrating holidays, featuring traditional foods and music or sharing stories that highlight values and upbringing, integrating these aspects into your content can make it more relatable and engaging.
Creating inclusive social media campaigns is key to engaging these users. Start by researching and identifying cultural elements of the different subgroups within Hispanic communities. This could involve collaborating with experts or engaging directly with Hispanic consumers to gain insights into what matters most to them.
Positive experiences within the community lead to word-of-mouth recommendations, significantly boosting your reputation and reach since the Hispanic community is highly interconnected.
Creating bilingual content in English and Spanish will broaden your reach and accommodate the language preferences of various generations. Start by defining your target demographics, including language preferences, age, location and interests, to tailor your message effectively.
Working with community managers from various Hispanic countries can greatly improve your marketing strategy. These managers understand their local culture and can ensure that your brand’s message connects well with their community. They’ll also bring fresh ideas and first-hand knowledge.
Plus, having community managers allows for better communication with your audience. They can handle social media interactions, answer customer questions in their native language and build a sense of community around your brand. This approach not only improves customer satisfaction but also builds trust and loyalty.
See also: Spanish Social Media Management – VeraContent
Working with Hispanic social media influencers
Influencer marketing is a powerful tool for connecting with diverse social media audiences, particularly Hispanic audiences. Hispanics are highly influenced by social media, so collaborating with influencers who have a strong connection to their community can significantly boost your credibility and engagement.
Many influencers are trusted within their communities, making them a great option for brands looking to make a genuine impact. But it all comes down to finding the right influencers to work with. Most importantly, look for influencers who resonate with your target audience.
It’s beneficial to choose a mix of influencers—some who communicate primarily in Spanish, some in English, and others who use both languages. This approach will allow you to connect with all generations of the Hispanic community, including those who live in and out of the US.
When selecting influencers, don’t just focus on the most popular ones. Micro-influencers can be incredibly effective. They are often more affordable and have a closer connection with their followers. Selecting influencers from different regions allows you to reach a wider audience.
See also: How local influencers can help you grow your brand globally
Benefits of collaborating with Hispanic influencers
Here’s what you can get out of working with influencers:
- Broader reach: Influencers can help you access a wider audience, extending your brand’s reach beyond your immediate followers.
- Cultural resonance: Influencers have a deep understanding of their community’s culture and experiences, making your brand feel more authentic and relatable.
- Brand loyalty: Hispanic consumers are known for their strong brand loyalty. Partnering with influencers they trust can lead to a higher return on investment and long-term customer relationships.
Examples of Hispanic influencers collaborating with brands
Colombian model, former TV host, and personality Andrea has over 10 million followers on TikTok and more than 22.4 million subscribers on YouTube. She shares lifestyle and beauty content along with content about her family. The example below is a paid testimonial she did for the money app Greenlight featuring her son.
Her family-related content touches on many aspects of the Hispanic community, especially the importance of family. This is a great opportunity for brands to integrate their products into the content, as in the example with Greenlight below.
Another example is Mariale, who was born in Venezuela and raised in Los Angeles and shares beauty content on YouTube and TikTok. Mariale has partnered with many beauty brands, with recent content in collaboration with brands like Too Faced, L’Occitane, ELEMIS and Benefit Cosmetics. See below an example of a collaboration with L’Occitane.
Ready to target the Hispanic market?
The Hispanic market offers incredible potential for brands looking to expand their reach, but it’s not without its challenges. To connect with this audience, you need to localize your content to reflect what matters most to them—their values, experiences and cultural nuances. This also means finding the right balance between using English and Spanish in your messaging.
One of the best ways to do this is by working with local community managers who understand the market inside and out. They can guide your strategy and ensure your campaigns resonate authentically. At VeraContent, we partner with locally based community managers to provide the insights and expertise needed to make your social media efforts successful in the Hispanic market.
Get in touch to find out if you qualify for a Free Content Consultation.