I recently had the opportunity to join Adweek’s Elevate Hispanic TV summit, where I sat through a number of important and enlightening sessions on how as marketers, we should be and need to be doing a better job speaking to Hispanic consumers.
Did you know that Hispanics are a growing group within the US consumer market, making up almost 20% of the population? This community comprises 18.5% and 19.4% of US female and male consumers respectively, making Hispanics a viable target audience for marketers. By 2025, Hispanics will account for 12% of all buying power in the United States, according to eMarketer.
Where is the Hispanic community consuming media?
“Whether it’s football or fútbol, in English or in Spanish, brands need to meet Hispanic audiences wherever they are,” says Ray Warren, President of Telemundo Deportes.
Each generation keeps getting more diverse. To acquire this segment, you must employ multi-screen solutions, ensure your content integration resonates with the target, and leverage deep insights into what influences their purchases.
As far as the platforms where they are consuming the most media, Hispanics are watching music videos at a very high percentage, mainly on the Vevo platform. This is due to the huge influence of Latin artists in the music scene, even outside of the Hispanic audience. This community is also really into gaming – even more so than the general population. And sports are consistently an important genre to reach the Hispanic target, from Soccer to Football. Did you know Super Bowl LVI was the first time in history that the big game was televised on a Spanish-language broadcast network in the US? It shows how much this community has grown in the media landscape and how brands need to continuously incorporate this target into their marketing plans.
How do you best connect with this community?
It is imperative for brands that they understand the nuances of the various Hispanic communities they could be speaking to. There are intricacies behind the cultures and identities that go further than just language, for example, Mexican and Dominican Hispanics have different cultural identities, or a person who identifies as first-generation Hispanic may differ from someone who is third generation Hispanic.
With the many subcultures within the Hispanic community, ensuring your marketing plans have personalized messaging, both in language and with cultural relevancy, helps to bridge a connection with these important communities.
Building trust is something that all brands should do with their target audiences, regardless of their demographic, but it is especially true with the Hispanic community. Even Latinos of the younger generation identify as Hispanic and proudly associate themselves with their heritage, so celebrating and connecting with the culture is key to building brand trust.
At Marketsmith, we’re constantly educating ourselves on delivering the right messages to the diverse communities around us to ensure we build trust for our clients’ brands and create inclusive marketing strategies. We’re here to help you build authenticity and target key communities for your brand. Let’s connect to see how we can help!