Social media is an integral part of any marketing and communications strategy. It allows us to engage with our audiences in a more personal and direct way than traditional forms of advertising. When it comes to marketing to Hispanics, it’s even more important as Hispanic social media usage actually outpaces that of any other demographic. Below are three key insights on the Hispanic market that will convince you it’s time for you to translate your social media to Spanish.
The average age of Hispanics in the U.S. is 27 years old, compared to an average of 42 years for non-Hispanics, according to Nielsen. This means their more likely to embrace technology as they have grown up in the digital age. They’re more likely to own smartphones and smartwatches. The tendency toward digital extends to social media as well. n
There are a lot of varying statistics out there on Hispanic social media usage, but they all suggest that this group trends higher than average on social. A recent article by Emarketer states that almost two-thirds of Hispanics use social media, while a study by Think Now shows that 69% are on Facebook. Their engagement with social media tends to be on mobile devices. The same article by Emarketer also says that Hispanic millennials use their smartphones for an average of an hour more than their non-Hispanic counterparts.
Marketing to Hispanic audiences doesn’t always mean Spanish. Culturally inclusive marketing is equally important. That said, the Spanish language is still an extremely important part of Hispanic cultural identity, even for younger, U.S. born Hispanics. Regardless of English language fluency, a Pew Research report found that almost 90% of Latinos in the United States feel it is important for future generations to speak Spanish. With 41 million people in the U.S. speaking Spanish at home, the continued importance of the Spanish language cannot be understated.
To avoid missing out on this important and growing demographic, you need to include culturally relevant, Spanish-language content in your social media strategy. You might consider creating a separate Spanish Facebook or Instagram profile that focuses exclusively on Hispanic digital marketing. Paid ads on these platforms are relatively inexpensive and a great way to target a very specific demographic. You could also take a multicultural approach with your existing social channels. Engage Hispanic influencers and share content that is relevant to your Hispanic audience.
There are many variables that will affect how you approach targeting Hispanics through social media.
Depending on your Hispanic marketing goals, budget, local demographics and much more, you will want to find a strategy that works for you. A partner like Press 2 can offer invaluable insight into the Hispanic community as well as superior Spanish-language content. Take a look at our plans and pricing or get in touch to receive a one-on-one consultation on Spanish-language solutions for your marketing and communications strategy.