Tips to Reach Hispanic Audiences Online
U.S. Hispanics are a powerful consumer group. Fast-growing, influential, and highly engaged online.
With Hispanic buying power expected to hit about $2.8 trillion in the coming year (a solid 12.1% of total U.S. buying power!), brands that overlook this audience are missing out big time.
And here’s the thing: about 75% of Hispanic buyers favor brands that embrace their culture in advertising. Unfortunately, many companies still struggle to reach them in meaningful ways.
Here is what these brands should understand first and foremost: Where does the Hispanic population spend their time? Online!
According to Pew Research Center. Three-quarters of U.S. Latinos get their news from internet sources on a typical weekday. Social platforms? Huge. Instagram? 58% of Hispanic adults are there. TikTok? 49%. Oh, and don’t forget WhatsApp!
Some brands also forget that language matters. Well, keep in mind that Hispanics prefer brands that provide digital services that they can access anytime and conveniently in their native language. Take the example of Cox, an internet provider. It offers multi-language support to its customers to gain trust and also for better engagement. Cox servicio al cliente 24 horas is actually popular for its Spanish-language support to its customers because it creates significant benefits for their business.
Well, there is no denying that keeping such things in mind can lead to a successful digital marketing strategy! Let’s move forward and explore some of the key tips to boost Hispanic engagement and make your brand more inclusive.
1. Look into Social Media Users
Hispanic consumers don’t just use social media, they practically live on it!
Research shows that 47% of Hispanic teens aged around 13-17 are heavy social media users, compared to just 24% of white teens. Even among adults, Hispanics lead with 37% of those aged 18-34 and 29% of those 35-49 identifying as heavy users.
When it comes to social media platforms, Facebook is a top pick, while Instagram (58%), TikTok (49%), and YouTube also remain favorites. They post daily, engage with their communities, and even combine social media with fitness trends!
Other than that, Hispanics also embrace new platforms early (remember TikTok in 2020?). Brands, take note because this audience is active, social, and always online!
2. Target with Culturally Relevant Advertisements
U.S. Hispanics actually pay attention to online ads.
And they act on them too! 93% of those who recall an ad will search, visit a website, or even make a purchase. They also rely on online sources more than TV when researching products.
So make sure to keep your ads culturally relevant. Want proof that it works? AT&T’s Conectar Lo Cambia Todo totally nailed it, showing a boy learning Spanish for his grandma. Well, it’s a relatable, emotional story that resonated deeply with Hispanic families.
Moral of the story? Representation sells!
3. Use Digital Video for Marketing
U.S. Hispanics are all in on digital video. The greater part of them have jumped on the streaming bandwagon, which is the highest rate among any racial or ethnic group!
YouTube? A huge 78% use it out of the general population. Netflix? 79% of Hispanics stream it (vs. 62% of non-Hispanics). But, on the other side, Hulu gets love from 39%.
Why? Because streaming platforms offer more diverse content! Cable TV falls short about one-third of its programming. Why? It lacks proper representation of people’s color, especially Hispanic women.
Universal is one of those platforms that gets this, with a Latino YouTube channel featuring viral hits like the Fast Five Spanglish trailer (6M views!).
The best part is that brands are cashing in on this gap. CoverGirl signed Becky G, and Dish’s Juego Bonito campaign hit 100M impressions in just two days. Even bilingual network MiTú exploded to 36M subscribers (one-third of HBO’s following) in just two years!
4. Hispanics are Mobile-Centric Users
Hispanics and smartphones? An unexpected match!
According to a Nielson report, a huge percentage of U.S. Hispanic internet users own a smartphone, slightly more than non-Hispanic whites. Around 10 million watch mobile videos for six-plus hours. Plus, they’re around seventeen percent more likely to browse through their phones instead of a laptop.
They’re also more likely to buy apps and digital media. Social currency? You bet. Hispanics love having the latest tech and upgrading phones and tablets more often. You should take notes if you are a marketer!
5. Keep the Target Age in Mind
Hispanics in the U.S. are definitely not a one-size-fits-all group!
Generational differences matter big time. First-gen immigrants? More likely to speak Spanish at home (like 39 million do!). But by the third generation, English takes the lead.
Yet, cultural ties still stick. Pew Research from 2022 says 72% of Latinos aged 5 and older speak English proficiently, which is up from 59% in 2000. So, just translating ads? Nope, it doesn’t work as many brands mistake. You should know who you’re talking to!
And here’s the kicker. 44% of U.S. Hispanics were born after 1997! Yep, tons of Gen Z digital natives in the Hispanic community. No wonder Hispanics who are 18+ are 9% more likely to own a smartphone, 11% more likely to have a gaming console, and 13% more likely to rock a smartwatch than non-Hispanic whites.
Tech-savvy, young, and deeply bicultural, so marketers, take note!
Key Takeaways
Hispanic consumers are mobile users, tech-savvy, heavy social media users, and deeply bicultural. These are some of the important factors that a brand should keep in mind when making an online marketing strategy. Smart marketing basically means understanding their identity in all its facets to truly connect in meaningful, digital-first ways.
